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Tips to craft an effective call-to-action on your next direct mail

Direct mail is still an essential component of marketing strategies for many businesses, but your company can't stick to stagnant practices with each mailing campaign. In some cases, calls to action may need to be adjusted for maximum effectiveness. A straightforward call to action can be the key to getting responses from a mailer. In addition to actionable wording in the copy, address verification software can help you get the best results from direct mail campaigns.

Because direct mail can't include a clickable Web link, you may not think you need to create a call to action, but this couldn't be further from the truth. Most of the responses to postcards are most likely because of the wording, according to MarketingProfs. Here are some tips to improve your calls to action and increase lead generation:

1. Offer a time-limited discount or prize
Customers are a lot more likely to interact with your business when they stand to gain something from it. This can act as a powerful way to form an impression because clients are likely to remember brands that rewarded them in the past for their future needs, the article suggested. While prizes may not be financially feasible for every customer, you can enter them to win something, such as gift card, for responding to a mailer.

2. Personalize the action as much as possible
Personalized pieces are effective in almost every form of marketing because customers love to feel special. Unlike many forms of Internet marketing, direct mail is relatively easy to personalize with techniques like variable printing offered through mailing software. There are many creative possibilities for how to engage recipients with personalized messages, such as handwritten notes or offers that reflect information you already know about them. Unique messaging can even extend to something you know they own, such as a vehicle. Recipients will realize that your business is paying attention.

3. Give customers a choice on how they respond (email, call, web)
While the next step should always be clearly outlined for customers, including more than one call to action ensures there's no chance they miss the point of the mailer. Some marketers think a single next step is more effective and reduces ambiguity, but there is a time and a place to include multiple calls to action, according to Business 2 Community. There may be better responses, and if you include separate steps, it could be a valuable indication of prospects' unique interests. If it's introductory offer and you don't have much information on the potential client, multiple calls to action could drive engagement. However, if you employ this approach, there should always be a main call to action. 

It's important to always be clear in your calls to action to drive the highest rates of engagement. Along with well-written copy, businesses can utilize address verification to ensure mail pieces are reaching the right customers. A properly worded call to action won't serve its purpose if the mailer does not arrive at its destination.