Best Practices for direct mail marketing copy content includes a great offer (relevant to your target audience and product or service), a sense of urgency ("expiration date" or "limited supply"), a strong call to action (what the recipient needs to do to take advantage of the great offer), and an appropriate response mechanism (How do they respond?).
Consider this: the easier it is for someone to respond, the more likely they will do so. Some audiences prefer emailing or visiting landing pages, some prefer using the phone. If the intent is to have the recipient visit the retail outlet, then the proper call to action and response would be to visit the store and present the mail piece (coupon) in person. Continue reading