While direct mail is an effective way to promote your business, optimizing your campaigns for the best results means paying attention to what works and what doesn’t. Sometimes, it means testing different types of offers and calls to action.
What’s a “call to action”? It’s what you want the person to do after reading your direct mail, advertisement or other marketing material. It uses requests such as “call now” or “order today.” The call to action holds a lot of power: it can actually be what propels your campaign forward.
When creating the call to action for your next advertising campaign, keep the following in mind:
- Keep it short and sweet. There should be only one call to action per direct mail piece and keep the action simple. It may seem helpful to give customers options like “go online” and “call now” and “find us on Facebook” but too many options complicate your message, confuse the audience and clutter the ad.
- Be concise. Explain your request clearly and tell the customer what awaits them by completing the action. A good example of a clear call to action is “Call now for your $10 pizza and mention this ad for another $1 off.”
- Know your audience. Do your customers appreciate humor? Are they more likely to respond to a request to call or go online? Are they looking for deals? Make sure your offer and call to action matches their mindset.
- Fix what is broken. Don’t use the same thing over and over if you’re not happy with results. Test different offers, keep track of results and learn from each and every campaign.
- Integrate with other marketing: Make sure the marketing all plays well together. For example, you can promote a direct mail campaign via other mediums where you’re connected to your audience such as radio or social media.
- Follow-up: There is no value in the “one and done” approach to marketing. Plan your campaigns in advance, follow up and keep your focus on the long-term goal of your campaign.
Which of these tips do you think is most important when it comes to creating a good to call to action? Any other tips to add to the list?