In our first installment of this series, we went over how targeted mailing lists are the key cornerstone of your overall direct mail strategy. Your mailing list directly determines the types of people who will see your message and consider engaging with your brand. Once your mailings are delivered, it’s then up to the potential customers to determine if your offer is a good fit for them. This is why it’s important to hit the nail on the head within the content of your message.
Clear, compelling calls-to-action (CTAs) are just as important as the design look and feel of your material. It’s imperative that your offer and CTA are easy to digest and demonstrate the value proposition to the customer. In a recent study, the most successful direct mail campaigns kept their CTAs within letters to a minimum. They stressed the importance of simplicity and less clutter when leading people to take a specific action. No one has time to sift through blocks of text and in-depth material about your offer -- keep it straight and to the point.
Here’s a quick list of 6 things to consider when you’re developing your CTAs:
- Include an eye-catching offer or CTA directing people to take action. Make sure you’re utilizing your resources to create the most effective design work for your brand when it comes to your offer/CTA. You want it to be engaging without seeming overwhelming or too salesy.
- Create urgency with a clear deadline for your offer. Examples of this include deadlines or expiration dates for promotional codes and coupons. This will prompt interested people to engage with your offer sooner rather than later.
- Ensure your offer is perceived as valuable to the recipient. It’s key to ensure you’re offering something that can benefit the customer and that your material directly demonstrates how that happens. Think of your target demographic's needs and challenges and how you can solve those problems.
- Make your offer graphically prominent and separate from the body copy. If the text of your copy is all one block, it’s going to be hard for someone to scan the content quickly and realize what you’re offering. Make sure the value proposition of your offer stands out to customers.
- Keep it simple. Delete all the disclaimers and conditions as is feasible. Of course, include disclaimers necessary like your expiration date or if there’s a minimum purchase, but leave off other language like terms and conditions as appropriate. You want people to focus on what you’re offering, not rules and regulations.
- Make it convenient. Provide multiple methods for them to contact you. You always want to make sure to include an email and phone number so people can contact you via their preferred method. It’s also good to include your social channel handles to further increase brand awareness.
Now that you’ve developed the messaging of your offer and CTA, we’ll move on to creating the right design for your card. Tune in next week for our next installment to learn more about this! If you have further questions about creating the content of your piece or your offers and CTAs, please reach out to us.