The sales letter, lift letter, and brochure tucked
inside your direct mail package all share one purpose – to compel the reader to
complete and return the reply card. While most cards may never be returned,
every card that is returned
represents an interested prospect. The value far outweighs the cost of printing
and insertion. When you look at it this way, you begin to view this thin,
rectangular piece not as an afterthought, but as an integral component of your
direct mail strategy.
Creating an effective reply card is an art. Within the defined
space of a few inches, you must capture interest and summarize your selling
proposition while leaving room for the respondent’s contact information, your
return address, and postage. Graphics should be subtle to avoid confusing or
distracting the reader. Coated cardstock won’t work because the respondent
needs to write on the piece.
Well-conceived reply cards have several things in
common:
·
They get straight to the point about what is
being offered and what the reader needs to do.
·
Checkboxes are included with a positive call to
action and often an incentive as well: “YES! I accept your free trial offer!”
·
Additional avenues for responding are featured
prominently, such as a toll-free telephone number, QR Code, and links to social
media.
·
An expiration date is included to create a sense
of urgency.
Studies have shown that response rates can be greatly
increased when response devices are personalized. In this age of identity
theft, however, you must be sensitive to the amount of information that is
traveling through the mail on a postcard. If your business requires personal
data like date of birth or a credit card number, be sure to include a reply
envelope. Whatever approach you take, make sure your piece meets U.S. Postal
Service standards for cost-effective processing.
A reply card is arguably the most important piece inside
your direct mail package. Rethink the role this seemingly simple piece plays in
your overall direct mail plan.
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