Loud & Clear Call to Action

Wondering why you may not be getting the ROI you anticipated from your latest campaign? As you can imagine, we at BPI Media Group see a wide variety of campaigns and direct mailers. While many of these pieces are aesthetically phenomenal, many are missing a key component: a clear call to action.

A lack luster call to action can leave your ROI falling flat, so avoid this common mistake by giving your customers and prospects more than one way to respond. Don't bury your phone number or website in tiny print at the bottom, instead make it very clear how one can get in touch with you or find you online (website and social media outlets). The best way to make your call to action clear, is for all of your communications pieces to be engaging. Another suggestion is to use multiple channels to reach your customers, each with multiple ways to respond. Sometimes, we all get so set in our ways that we forget to break out of the rut and do something different! Don't be afraid to try something different--especially if what you've been doing isn't yielding the results you want and need.

Here are a few reminders of ways to enhance your call to action:/

• Pair direct mail with email marketing campaigns.
• Include personalization with variable data (a simple way to lift response rates).
• Offer an incentive such as a coupon or reward in exchange for their inquiry or purchase.
• Make the offer relevant.
• Allow customers and prospects to respond online (it's so much easier!).
• Try using a sms text message campaign.
• Drive responders to a PURL (aka, personalized landing page) where you can gather useful information and follow up.
• Provide a QR code for those tech-savvy responders and when it's appropriate for the audience.

While there's no sure-fire way to guarantee a 100% response rate, mixing up your communications with integrated campaigns, 1:1 marketing messages and a variety of channels and ways to respond will offer you more opportunities for your target audience to answer the call to action. Just make sure that CTA (call to action) is loud and clear.

If you'd like to learn more about ways to improve your call to action, these are some great reads:

• 12 Ways to Strengthen Your Call to Action
• Ballantine Corporation Explains How To Enhance the Power of Direct Mail
• Not-for-Profits Raise Response Rates With More Relevant Solicitations

Until next time...Elizabeth

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