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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