Let’s be real—getting people to actually call your business these days is tough. Everyone’s glued to their screens, ignoring emails, skipping ads, and sending everything straight to voicemail. But there’s one thing people still pay attention to: their mail.
That’s right. While digital marketing gets more expensive and less effective by the day, direct mail is making a comeback. And if done right, it can get your phone ringing with real customers who are ready to buy.
Here’s a crazy stat: Direct mail response rates range from 5% to 9%, while the average email click-through rate is just 2.6%. That’s not hype—that’s just the numbers. So if you’re looking for a way to cut through the noise and drive actual phone calls, here’s how to do it the smart way.
Step 1: Make It Stupidly Easy to Call You
Most businesses make the same mistake—they bury their phone number somewhere small or slap it on the back like an afterthought. Don’t do that.
Your phone number should be:
✅ Big and bold (like, you-can’t-miss-it bold)
✅ In multiple places (top, middle, and bottom of the mailer)
✅ In an easy-to-read font (no fancy script nonsense)
And don’t assume people will “just know” why they should call. Spell it out.
- “Call now to book your free consultation: (XXX) XXX-XXXX”
- “Spots are filling up fast! Call today: (XXX) XXX-XXXX”
- “Call before [date] to claim your exclusive offer: (XXX) XXX-XXXX”
No fluff. No confusion. Just a clear reason to pick up the phone.
Step 2: Give People a Real Reason to Call
Nobody’s going to call just because you exist. They need a reason. And no, “We’re the best in town!” doesn’t count.
A solid offer does two things:
- Gives them a real incentive to call NOW.
- Makes them feel like they’ll miss out if they don’t.
Some examples that work:
✅ “First 50 callers get 20% off.” (Scarcity = more urgency.)
✅ “Call now for a free [something valuable].” (Make it worth their time.)
✅ “New customers get a free upgrade if they call by Friday.” (A real, limited-time perk.)
Make it specific, clear, and time-sensitive. No vague “Call us today!” nonsense.
Step 3: Keep It Personal (No One Likes Junk Mail)
People hate feeling like just another name on a list. That’s why generic “Dear Customer” mailers go straight into the trash.
Instead, use their name whenever possible.
- “Hey Sarah, we’ve got a special offer just for you.”
- “John, it’s time for your next service—call us today.”
And if you can personalize the message based on past behavior, even better.
- “Your last service was six months ago. Let’s get you scheduled!”
- “We noticed you inquired about [service]—here’s an exclusive deal.”
People pay attention when something feels like it was meant for them.
Step 4: Make It Look Like Something Worth Reading
Ever get one of those cheap, flimsy postcards with a blurry image and 10 different fonts? Yeah, that’s not what we’re going for here.
The best mailers:
✅ Have one clear message. (Not a cluttered mess of text.)
✅ Use high-quality images. (No grainy stock photos.)
✅ Have a clean, professional design. (But not “over-designed” to the point of looking fake.)
You want it to feel like something important, not like junk mail. A well-designed piece gets read—a bad one gets trashed. Simple as that.
Step 5: Send It at the Right Time
Yes, timing matters. Sending out a mailer at the wrong time can tank your response rate.
Here’s what works:
- Midweek deliveries (Tuesday-Thursday) → Avoid the Monday chaos and weekend distractions.
- Seasonal timing → HVAC companies? Mail before summer and winter. Tax prep? Start in January.
- Follow-ups → Send a reminder if they don’t call after the first mailer.
If you send once and forget about it, you’re leaving money on the table.
Step 6: Track What Works (and What Doesn’t)
This is where most businesses drop the ball. They send out mail and just hope for the best. But you need to know what’s actually driving calls so you can double down on what works.
Easy ways to track your results:
✅ Use a dedicated phone number (so you know calls are coming from your mailer).
✅ Include a promo code (“Mention this postcard for 10% off”).
✅ Train your team to ask (“How did you hear about us?”).
If you’re not tracking, you’re guessing. And guessing doesn’t pay the bills.
Final Thoughts
If you want more phone calls, **direct mail can get the job done—**but only if you do it right. Sloppy mailers get ignored. Good ones get results.
The key takeaways:
✅ Make calling easy (big phone number, clear CTA).
✅ Give people a reason to call (and make it time-sensitive).
✅ Make it personal (no “Dear Customer” nonsense).
✅ Send it at the right time (and follow up if needed).
✅ Track your results (so you know what’s working).
Done right, direct mail isn’t just another expense—it’s an investment that brings in real, paying customers.
So, ready to get started? Grab a list, craft a strong offer, and start sending. If your phone isn’t ringing, tweak and test until it does.
P.S. If you need help designing and printing a direct mail piece that actually gets calls, FMC Printing has your back. Just saying.
