Click to view larger.
We did a number of different direct mail and email to cover the different marketing tactics (acquisition, conversion, etc.) for Pfizer's XELJANZ product. Whether the goal was for lead generation for the direct mail channel, incentive to convert to product use, or other goals, the communication and especially the call to action must always be clear and at the forefront.
Best practices
The driving purpose behind these letters and emails was to initiate a response. The calls to action are consistently prominent, towards the top of the layout. Always remember, you have seconds to make an impression (if you're lucky), so don't bury the ultimate goal.
