Call to Action (CTA)
The specific instruction that tells the recipient exactly what to do next. Call, scan, visit, redeem.
Definition
A call to action (CTA) is the explicit instruction on a marketing piece that tells the recipient what action to take. On a postcard, the CTA is usually one of: "Call 555-0123," "Scan to book," "Visit our website," or "Bring this card for $50 off." Strong CTAs are specific, action-oriented, and time-bound.
Why it matters
A clear CTA is the difference between a postcard that gets results and one that gets recycled. Recipients won't figure out what to do. You have to tell them. Postcards with vague CTAs ("Learn more about our services") underperform postcards with specific CTAs ("Call by Friday for $50 off") by 2–3x in real-world tests.
Example
An optometry practice tests two postcard versions: one with "Schedule your annual eye exam" (vague) and one with "Call 555-0123 by March 31: $25 off your exam" (specific). The specific CTA produces a 4.2% response rate vs 1.8% for the vague version, more than doubling reactivations.
Related terms
- Postcard Marketing: A direct mail strategy using postcards (uncovered, single-piece mailers) to reach cus...
- QR Code Tracking: Adding a unique, scannable QR code to a postcard so you can measure scans, sources, and...
- Direct Mail Response Rate: The percentage of mail recipients who take the desired action: call, visit, scan a QR ...
- Recall Postcard: A postcard sent to existing customers or patients who are overdue for a routine appoint...
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