The response device is the most important component in direct response advertising, whether it’s a space ad, direct mail piece, or online registration process. If the response device is confusing or difficult to complete, it will kill response no matter how great your offer, creative or list selection is.
With this in mind, here are nine tips for making your direct mail response cards, catalog order forms/order organizers, and even online registration forms more successful.
• Make it look fast and easy to complete. Use readable type, and leave plenty of room for fill-in information.
• Know your audience and design accordingly. Use typefaces and ink colors that are easy to read, especially for older eyes.
• Give it a name that confirms its importance or benefit, such as “Savings Coupon,” “Order Organizer” or “Subscription Certificate.”
• Restate your offer. In direct mail, the response device may be the only piece that gets retained. Remind your reader of why he or she initially planned to respond, whether it’s a discount, no-obligation free gift, free white paper or deadline to beat. Never assume your reader remembers what he or she read elsewhere.
• Draw the reader’s eye to a visual representation of your free info kit or free gift.
• Include your phone number and URL “for faster service.”
• Track how response comes in. If you offer postal mail, phone, fax and online response options, stay attuned to changes and respond accordingly. For example, if you no longer receive faxed orders, stop offering the fax number.
• Too many response options can depress response. The fewer decisions the reader has to make, the easier and faster it is to respond.
• Include your guarantee.
Pat Friesen is president of Pat Friesen & Co. She can be reached at (913) 341-1211 or by e-mail at friesen_pat@hotmail.com.
With this in mind, here are nine tips for making your direct mail response cards, catalog order forms/order organizers, and even online registration forms more successful.
• Make it look fast and easy to complete. Use readable type, and leave plenty of room for fill-in information.
• Know your audience and design accordingly. Use typefaces and ink colors that are easy to read, especially for older eyes.
• Give it a name that confirms its importance or benefit, such as “Savings Coupon,” “Order Organizer” or “Subscription Certificate.”
• Restate your offer. In direct mail, the response device may be the only piece that gets retained. Remind your reader of why he or she initially planned to respond, whether it’s a discount, no-obligation free gift, free white paper or deadline to beat. Never assume your reader remembers what he or she read elsewhere.
• Draw the reader’s eye to a visual representation of your free info kit or free gift.
• Include your phone number and URL “for faster service.”
• Track how response comes in. If you offer postal mail, phone, fax and online response options, stay attuned to changes and respond accordingly. For example, if you no longer receive faxed orders, stop offering the fax number.
• Too many response options can depress response. The fewer decisions the reader has to make, the easier and faster it is to respond.
• Include your guarantee.
Pat Friesen is president of Pat Friesen & Co. She can be reached at (913) 341-1211 or by e-mail at friesen_pat@hotmail.com.
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ALL documents or touchpoints must have a response device, otherwise you cannot calculate the ROI for a given device.
Every document should have contact info. If unique, then the contact info identifies the document. A response then tells you quite a bit about the prospect.
I gasped when I read Pat's directive that "Too many response options can depress response."
In my 25+ years of DM, across thousands of tests, this is categorically not true. In fact, in my experience, the MORE response options the HIGHER the response. In B2C packages, in particular, consumers constantly change their mind about the selected response channel. In B2B, we ADDED fax to our clients packages and, while no one uses that channel, overall response increased. I believe it's based on the belief that the easier the company makes it for me to do business with them, the more likely it is that I will.