Do you include tear-off response cards or other forms in your direct marketing pieces? If so, do you send them blank? Or do you pre-fill them with readily available information (recipient’s name, address, product serial numbers, seminar dates) to make responses as easy as possible?
If you are sending blank forms, you are leaving money on the table. Why? Because the more steps recipients must take to respond to your offer, the less likely they are to do it. Conversely, the easier you make it for them to respond, the more likely they are to do it.
Take the example of one marketer that had been promoting its customer education seminars with a self-mailer that included the dates and details of upcoming workshops. The mailers included a detachable reply card for registration. After more than two years, however, most of the registrations were still coming through the company’s website or sales reps, not the direct mailers it was paying for.
The marketer decided to switch gears. It freshened up the design and moved to a heavier coated stock. It also ditched its static response forms and began pre-filling them so all that recipients had to do was add the stamp and drop the cards in the mail. The company received such a bump in its registrations that it had to add an extra seminar session!
If you are sending reply cards, there is no reason not to pre-fill them. After all, the data you need is most likely in your marketing database already, and we have the skills and the equipment to make the entire process easy for you.
Want to get a quick and easy boost to your response rates? Talk to us about prefilling the response forms and reply cards in your next print campaign!
Director of Marketing & Business Development
“I don’t look to jump over 7-foot bars — I look for 1-foot bars that I can step over.” —Warren Buffett, Berkshire Hathaway chairman and CEO