In the English language, we naturally read from left to right, top to bottom. As such placing your text and primary call to action on the left hand side of a Direct Mail Piece, is the best way to ensure that your recipient reads it.
Incentives can take a great many forms; they could be linked to your product or service such as a discount on deals or a free trial.
When you’ve got an interesting and exciting product, putting it in front and centre in your Direct Mail piece is almost always beneficial.
While good Graphic Design can always boost a Direct Mail Piece, remember one of the oldest and truest marketing mantras – “content is king. Writing good, fine tuned copy for your Direct Mail Piece remains the most important aspect.
Less is often more. Separating your Call To Action from the rest of the Direct Mail Shot can give it more attention, rather than having it crowded out by text or images.
Guiding your recipients across the page can be useful when you wan to prioritise a Call To Action.
You can prioritise these by varying the size and colours each options Call To Action is depicted in. As a general rule, bright colours stand out more, therefore should be used for your primary Call To Action.
Direct Mail is the most targeted form of marketing available, but naturally there will be times where you wont be able to clearly identify who your target is, or what options they will go for when given the choice.
Making your Call To Action stand out can be achieved by making it an unusual eye catching shape and style. Creatively styled Direct Mail Pieces stand out to reveal different offers or stages can be really innovative and memorable.
Including authentication badges to your Direct Mail Piece can increase trust between yourselves and your customers. Another way of generating trust is to ensure that your Call To Action reassures your recipient that they can’t see common pitfalls.
Consider the material that you’re sending out, do not just look at various types of paper and card. Call To Action using plastics and both natural and man made fibres have been shown to work too.
Make your Call To Action part of a combined Marketing Campaign. All the research points to an increase in your return when a Mailing is part of a cross media strategy.