When you send out a direct mail piece, you want to encourage action and give your prospects and customers an offer that they won’t be able to resist. Besides your audience list, the call to action through your offer is one of the most important pieces of your direct mail campaign to determine success. This will prompt your audience to respond immediately and take advantage of your offer.
However, that’s a lot easier said than done. It takes a lot of thought to determine the best call-to-action for your direct mail offer to increase the effectiveness for your campaign. That’s where we come in. At The Ambit Works, we’ve helped customers plan and execute countless direct mail campaigns and have developed an understanding of the best offers that get the results our customers are looking for. So, today on the blog, we’ve put together some tips to help you along the way:
Start with Your Offer
Many times, customers are so focused in the size, budget, creative, artwork and general branding of the direct mail campaign that the offer is added in at the end as an afterthought. However, the mailing creative needs to be built around the offer. This should be the strongest piece in the direct mail campaign – start with the call-to-action and determine the offer and what you want your audience to do and go backwards from there.
This is a pretty obvious one. You know that you need to provide value in your offer so your prospect actually wants to take action. So, perhaps it’s information, perhaps it’s something tangible….whatever the “it” is, that “it” should be something that only you can provide – your prospect can’t get it anywhere else and they need to come to you for this specific reason.
In your offer, you are asking your clients to do something, whether it’s a free consultation or purchasing a white paper or signing up for your email newsletter. Whatever that offer is, consider the implications of what you are asking your prospects to do. For example, a consultation is free, but your prospect needs to commit time towards the meeting. Downloading a white paper may just take a few moments, which the prospect can read on their own time. Just consider the additional factors in your offer and the implications on your customers. In some cases, time is more valuable than money.
Make it as easy as possible for your prospects to take the action you want. Some people may prefer to email, others text, some visit a website, etc. Think about how your audience acts and their preferences to craft the best way to redeem the offer. And, ensure that they can do it quickly and easily. Make sure that your website, contact info, social media links and all communication channels are front and center!
Quality over Quantity
Lastly, consider quality over quantity. A high response rate sounds great in theory, but consider opting for a smaller number of higher-quality leads to get the best success from your direct mail campaign. If you are crafting an offer with the main goal of getting everything and everyone to respond, these are likely low-quality leads. When you are developing the offer, think about how compelling it will be to your target audience to help increase the effectiveness to get you the results you’re looking for.
Thinking about developing your next direct mail campaign? Our team of experts can help! Get in touch today to talk through your direct mail campaign!