Six Format Ideas for Pass-along Order Forms
No doubt about it, viral marketing campaigns are less expensive to deploy online and produce a larger pass-along rate than their direct mail cohorts. After all, you’re not likely to include more than one pass-along order form in a direct mail effort. But just because the Web and e-mail channels offer greater ease and reach doesn’t mean that marketers should view viral efforts as an either-or proposition. The in-person contact that a direct mail pass-along form typically generates is a powerful endorsement and can be far more engaging than yet another e-mail in a consumer’s inbox.
The following are a few format ideas for pass-along order forms that might complement different direct mail package formats:
* Double postcard
* Large postcard with perforated business reply cards for the recipient and his colleague
* Bangtail business reply envelope, with a large enough back flap to accommodate a little sales copy and graphics
* Repositionable note
Regardless of which format works best with your overall package, make sure you include: all the terms of the offer, the major product/service benefits, your contact information (including a URL), the guarantee and, of course, a copy teaser that identifies the piece as something to share with friends and family.