Calls to action are crucial in generating leads from online content. Today, information searchers make up 75% of blog traffic as most blog visitors are searching for content in hopes of fulfilling a need, solving a problem or gaining insight. Therefore, it is vital to give searchers a reason to continue interacting with your website, instead of simply moving on to another site for additional information. This is where a well-crafted call to action comes into play.

The digital revolution has allowed marketers to make their communications even more measureable and personal. To that, direct marketing agencies have given a collective fist pump. Measurability is our bread and butter. It’s what any good direct marketing agency believes in.

Copywriters, especially those who work in response marketing, know that envelope teasers are extremely important. The same goes for email subject lines, the envelope teaser’s not-so-distant digital cousin. In fact, nothing good happens unless the teaser or subject line does its job. That job is to move readers along to the sales message. It’s that simple. However, it’s surprising how often these key components are treated as an afterthought.

Your mailing looked great. The list was ideal. So why in the world did it flop so badly? If one or more of these red flags is present, it’s time to rethink your creative.


1. Message isn’t crystal clear
If you’re lucky, you have seven seconds to grab a prospect’s attention. In fact, your potential customer is probably standing over a garbage ready to throw away your mailing. In that moment, you must explain: A) what it is you’re selling; B) how it’ll make their life better; and C) why they should keep reading. To do all that, your message needs to be absolutely clear. Leave the clever headlines and fluffy set-up copy to the branding folks. Every good direct marketing agency knows that if a prospect has to think about what you’re trying to say, your mailing is going into the circular file.