Reply
Elements in Direct Mail - Using reply elements in your mailing
What
are Reply Elements A reply element is a very important part of your
mailing. To be effective, your mailing must include a call
to action at the end of it and the reply element is the means of
reply.
The
reply element may be a business replyenvelope,
a pre-paid reply card or a printed and personalised
order form. It may even be a request for your prospect to make a
simple telephone call. For example, "Ring me today on 01234-56789
with your credit card details and we'll despatch your gift same
day" If you do need your responder to telephone you, don't
rely on them finding the number on your letterhead or sales literature.
Always make it easy for your customers by putting the whole telephone
number (including the dialing code) in your call to action.
If
at all possible, avoid the telephone call route. Use a printed reply
element such as a business reply envelope. People much prefer to
pop something in the post than to use the telephone. Many older
consumers still avoid the telephone if they can. Include your web
site address and e-mail address if you have one though (and if you
have not got a web site and e-mail address, get one now). All reply
elements can be useful.
Undoubtedly,
the reply element is essential. Most mailings ask for a written
response, because this then converts the responder to one of your
own. This means that you can then legitimately write to them again
in the future, even if their name and address came from a rented
list. You can ask them to incude further details on the reply card
or even get them to ask you to contact them again within a specific
time period. "I'm not interested at the moment, but please
contact me in ...... weeks".
Make
it as easy as possible for your prospect to contact you. A business
reply paid envelope or card uses a licence number that you buy annually
from Royal Mail. Is is easy to get the licence, just contact your
local Royal Mail sales office on 0345 950950. The licence costs
(at present) around £102 per annum and is worth every penny.
It can be used on reply paid envelopes or cards and Freepost envelopes
or cards.
Telephone
us on 01902 402693 9 am to 5 pm UK time. Answering machine outside
these hours.
Fax
us on 01902 491794 (24 hours)
E-mail
usby clicking here or fill in our simpleenquiry formto
ask for help, advice or a quotation.
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really do look forward to hearing from you. Please get in touch
and help us to help you.
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saving money and increasing your mailing response today.