Or any call to action for that matter?
Make sure you have a clearly defined end goal for your direct mail (or any) marketing campaign before you get started on it.
This will inform your decisions throughout the campaign and save you money. It will help you know who you should be mailing your piece to and who is most likely to respond or act on your call to action. It will help decide what data you will need and what data will need to be measured to judge the success of your campaign and what you can adjust and test to make improvements.
If you know what actions you want to drive, you’ve taken the first crucial step on your next direct mail campaign.