This is a question we see, in some form, from those running direct mail campaigns. And like so many things, we have to start at the beginning. Here are some questions you should be asking before you even start designing your next mailer:
What is my objective?
The first question you should ask yourself is what am I trying to accomplish? Are you trying to get new customers? Bring back lapsed customers? Get prospects to call your sales team?
The answer to this question is by far the most important, as it will inform every other decision you make for this campaign going forward. Your list, your design, your copy, your call to action, all of it. But we’ll get to all of that.
Speaking of your mailing list-
Who needs to see this?
If you’re trying to acquire new customers you probably shouldn’t spend money also reaching out to your current customers. Your current customers, hopefully, already know what you offer.
But sending a mail piece to every person who is not one of your customers will get very expensive, very quickly. In this case, take some time to consider who is most likely to become your customer and target them to maximize your return on investment.
What do they gain?
So you know who you want to send to and what you want them to do when they see your marketing. Why should they do that thing? What’s in it for them?
Whether it’s helpful information on your website, a limited-time offer, or how your company can make their lives easier, call to actions should offer some benefit to your prospects.
And especially when it comes to call-to-actions, the fewer steps your prospects have to take, the more likely they are to take them.
Stay tuned for questions you should ask after a direct mail campaign, coming soon.