So, where should you include it? Use sidebars and a postscript that are offset from the main body of content to deliver a repeated call-to-action. It actually helps a customer remember your offer long after they read the mail. In this case, don't look at the repetition as being annoying. Keep it in front of them by including the call-to-action multiple times throughout the piece. You should make it clear, concise and powerful. It's the glue that holds everything together.Ī call-to-action should be compelling enough to spur a customer to take action. That's where a well-designed call-to-action is so essential. You want to convince a customer that doing business with you will improve their life. The goal of direct mail is the same as any other marketing channel. Concentrate your message on how your brand benefits the customer in terms of value, convenience and quality. You want to earn their loyalty, and your direct mail content should aid in reaching that goal. The most important thing is to keep your focus squarely on the customer's needs.
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