Direct Mail Advice - 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 reply envelope, 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.

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