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Direct mailing is an effective and versatile form of communication. An organization can customize and send mail pieces directly to existing and prospective members to inform them of updates, promotions, new donor opportunities, and more. While you’ll want to consider what type of mail piece you want to send and the design/customization of your mail piece, you’ll also want to consider your call-to-action for a successful direct mail marketing campaign
What is a Direct Mail Call-to-Action?
A direct mail call-to-action highlights the overall purpose of your direct mail piece. Your call-to-action should not only inform the reader about the purpose of your mail piece, it should also elicit a response or action from the reader. A call-to-action is a crucial component of a mail piece and determines how well received your mail will be by recipients.
When deciding on how to craft your call-to-action, you should consider a few points, such as:
- What’s the purpose: Before establishing your call-to-action, you should think about the reason you are sending your direct mail in the first place. Is it to update members on the progress of your organization? Is it to showcase new donor opportunities? When writing your call-to-action, be sure to consider the reasoning behind your mail piece and fully implement that reasoning into your call-to-action.
- If applicable, include a time limit: If the information provided in your mail piece is time-sensitive, be sure to include that point in your call-to-action. For example, if your organization is supporting a specific cause for only a month, be sure to let donors know that in your call-to-action. Oftentimes, an individual may read a mail piece but might not respond back immediately if they don’t consider the mail piece to be urgent. If you make a strong call-to-action that includes a time limit or deadline, an individual may be more inclined to respond at a faster rate.
- Include any benefits to the recipient: If the mail piece you are sending contains any information that may be beneficial to the recipient, make that clear in your call-to-action. For example, if your organization is giving bracelets to anyone who donates to the charity your organization is supporting, be sure to include that piece of information in your call-to-action. Therefore, your call-to-action should say something like: “Donate now to this charity and receive a bracelet as a thank you gift.” If an individual sees that they receive benefits in return for responding to your mail piece, this can increase your response rates.
- Make your message effective: One of the most important points to consider when writing your call-to-action is how effective it is. Try to stay away from using passive language and use more action words (i.e. verbs). Your call-to-action should also be clear and concise. It should be clear to the reader why they are receiving this mail piece and what they should do in return.
Let Valtim Help With Your Direct Mail Call-to-Action
Your direct mail campaign can have the best design in the world, but without a strong, simple, and personal call-to-action your direct mail campaign will fall short of its goals. With Valtim’s digital printing technology we can help amplify your call to action and improve your response rates. Give us a call to see how we can assist you with writing an effective direct mail call-to-action and having a successful campaign.