Where possible, all direct mail marketing should contain some form of response device. A response device provides the recipient with a means of getting back in touch with you, either through a return mail coupon, website, email address, telephone number etc.
A response device is very useful because it allows you to acquire new business, to capture prospective client details, and it gives you an indication of whether your mail campaign has been successful or not. Indeed, you can determine a response ratio if a response device is included in your communication.
Here are some tips for good response devices:
- Incentivising your prospect to respond is a good idea – eg entry in a competition, a free brochure will be mailed out
- Reduce the amount of work that the recipient must do to respond – eg. include a reply-paid envelope, pre-populate all known fields on the contact details coupon so that the prospect doesn’t need to fill them out
- Make the response device easy to find and apparent.
- Provide clear instructions and clear choices on the response device.
- Ensure that you capture the necessary information with your response device.
- Make sure that you response device is consistent with the creative attached to it.
- Include a closing date to instil ‘urgency’ in your prospect.
Tags: direct mail, direct marketing