To increase your response rates of direct mail, to encourage potential customers to act now rather than later.
1 - One way is to put a deadline on their offer. As a general rule, set the deadline at least 6 weeks of the date on which you send the mailing. For any mailing that comes out in September or later, a good deadline is December 21.
Columnist David Yale recommended to emphasize that the deadline is "final" adding the phrase "Too late" for example: "This limited time offer expires on December 21, 2010. After that date is too late."
For Email Marketing you can say that the offer is valid only if the recipient answers "today" or "this week."
2 - If you do not feel comfortable putting a deadline on your mail piece specify a time frame within which the reader has to answer, for example, "to respond within the next 10 days."
3 - Or at least make it clear that it is a limited time offer. The editor Milt Pierce suggested this phrase:
"I urge you to act quickly. This offer is valid only for a limited time. And once it expires may not be repeated again. "
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