When planning a direct marketing campaign or a mailing, be clear about your desired outcome.
Remember that a mailing can have several aims; achieving a sale, generating an enquiry, asking for a referral, stimulating a sample request, collecting data, and so on.
Once you’ve decided on your outcomes, make sure you include and repeat a call to action which satisfies this requirement.
Calls to action can be repeated in a number of places, and should be as simple to use as possible. For example if you send respondents to your website, don’t make them hunt through the site to find the product they want to buy – give them a deep link or a link to a custom landing page with a shorter bespoke URL. If they have to phone to order give them a direct line to someone who will be expecting their call.