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How do you create a successful direct mail campaign? - Part 2

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May, 2023

Create compelling copy and a clear CTA that drives action

Direct mail copywriting tips

  • * Know your audience – Try to write in a way that shows you understand the unique needs, wants, and challenges of your target audience, appealing to the reality of their lives.
  • * Be a storyteller – Do your best to create an emotional connection with readers and engage them. Respect them and explain why they are receiving the direct mail piece without talking down to them.
  • * Choose a single point of focus – Including too many features and offers in the direct mail piece can create clutter and take away from your messaging. Keep it simple, tell people how you’re going to make a difference in their lives, then give them a way to take action.
  • * Don’t make it complicated – Use short sentences, bulleted lists, call-out boxes and other eye-catching features to highlight only the text you want to emphasize, then give readers an easy CTA. For example, “Simply scan this QR code to purchase.”
  • * Have a sense of urgency – Expiration dates, limited-time offers and exclusive discounts are all tactics used to subtly compel customers to take immediate action. The fear of missing out is real!

Call to action best practices

With a direct mail marketing piece, your call to action is the most important part. Without it, you’re simply paying to tell people “For your information…” To ensure an effective CTA, use these tips:

  • * Keep your CTA brief
  • * Make the CTA visible
  • * Make it simple to take action
  • * Create a sense of urgency
  • * Be sure you’re able to track and measure your response rate

Whether a business is creating its first direct mail marketing piece or its 50th, it’s common to ask, “What is an example of direct mail?” Unique is best, so start with your own best efforts rather than attempting to duplicate someone else’s.

Measure success of direct mail campaign

When sending a direct mail piece, you may find yourself wondering, “How should you follow up on direct mail advertising?” When it comes to direct mail, you can’t just send it and cross your fingers. Set measurable goals and be sure to follow up. Direct mail is most effectively measured using the four Rs:

  • * Rate of response
  • * Rate of conversion
  • * Rate of close
  • * Rate of customer retention

Unique coupon codes, QR codes, custom phone numbers, personalized landing pages and more are all effective ways to track and measure the success of a direct mail marketing campaign.

Direct mail checklist

The dos and don’ts of direct mail marketing


  • * DO test your market
  • * DO spend time defining your audience
  • * DO create a compelling CTA
  • * DO drive online traffic


  • * DON’T forget to proofread carefully – nothing ruins credibility more than a typo
  • * DON’T miss the opportunity to follow up
  • * DON’T skip measuring and learning for future campaigns

When you have an effective mailing list, a compelling offer and the knowledge to do the tangible parts of direct mail marketing right – design, printing, mailing – your business will be on its way to achieving direct mail marketing success.


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Also read: Customer Relationship Management : Managing & Nurturing your Customer Relationships for Repeat Business

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