In a recent Presort.com article entitled The Lowly Reply Card, written by Steve Cuno of delivermagazine.com, several excellent points where made that should be considered when designing and writing a reply card.
While many agencies and designers bask in the glow of their award-winning promotional piece, the reply card is often overlooked. But, it shouldn’t be!
The reply card is the true call to action. It is the often the piece that isn’t recycled; being held till later as the consumer ponders whether or not to send it in.
It needs to be well thought through and should include all key and pertinent information in order to garner the greatest response rate.
Steve also suggests the following:
- Give readers a box to check; it will increase response. Make the box square. Do not color it or put a shadow behind it, no matter how “design-y” it looks. Otherwise, the box will look like a bullet, which people are less likely to check.
- Copy should read like the reader’s response to a call to action. Like, “YES! Send me the…” or, “SURE, I accept your free trial offer for a …” It may seem redundant, since a check mark and a mailed card imply a “yes.” But putting it in type increases response.
- Summarize main selling points, benefits, the incentive offer, expiration date and reassurances like “no obligation,” guarantees, return policies and so on. It goes without saying that you’ll need to do this with very few words. Set aside plenty of time for the task. Concision to this degree isn’t easy.
- Clarity sells better than cleverness.
- Make your phone number and your URL too big to miss. If your art director doesn’t whine, it’s too small.
- Don’t print the reply card on coated stock. People need to be able to write on it. And speaking of stock, depending on its size, make sure the card is at least seven or nine micrometers thick.
- Study and emulate the reply cards created by direct mail pros.
- Whether you’re creating a First Class Mail® Business Reply Mail® card or courtesy reply card, run it past the U.S. Postal Service (or The Mail Haus – that is obviously inserted by us, not Steve!) to ensure it meets standards for cost-effective processing. For that matter, run the whole package past them. These folks want your direct mail to succeed, which means they are a willing and valuable resource. Checking in advance with the Postal Service saves time, trouble and money, and embarrassing mistakes.
