The response device is one of the most important components of the mailing. After all, it’s used to complete the sale.

Yet too often, the response device is the last thing we get to when creating the package. Consequently, it’s rushed and doesn’t get the attention it deserves.

We work hard to make sure our envelope design grabs the reader’s attention. And we work and rework our letter copy until we get the reader fired up and ready to part with their money. Unfortunately, the sale is often lost once the reader gets to the response device. Either it’s too confusing, too complicated or it lets them forget why they wanted to respond in the first place.

To help keep this from happening, here are 18 Proven Ideas for a Better Reply Device. You don’t need to test any of these ideas.  Just be sure they are all included when you design your next mailing.

18 Proven Ideas for a Better Reply Device

1. Include one. Make it easy for the respondent to reply. And show them know that a reply is expected.
2. Write the response device before you write the letter. This will force you to describe the offer, benefits and call to action in a brief, concise and easy to understand fashion which, in turn, will help you write a better letter.
3. Title it. And consider your wording. Acceptance Form is better than Application Form because “application” implies possible rejection. Savings Certificate is even better. Some believe that just adding the term “Certificate” to the response device’s title will increase results.
4. Put the recipient’s name, address, and mail code on the reply form – not on the back of the return envelope. And don’t make the recipient write their own name and address. This slows things down and gives the recipient time to reconsider their action.
5. Include the name and mailing address of the organization — the person who is waiting for your reply. Even if they lose the return envelope, the recipient will still be able to reply. While part of the package, the reply should be able to withstand the test of a stand-alone device.
6. Repeated the benefits promised in the letter.
7. Show a guarantee. The reply form is the prospect’s last opportunity for resistance and a guarantee will help overcome this reluctance.
8. Speak in the first person. The reply is the recipient writing back to the letter writer.
9. Tell the reader exactly what to do. (I’m enclosing my check for…”  Note:  the speaker has changed from the letter.)
10. Tell the reader who to pay their check payable to. And it’s “Make Your Check Payable. . .” not “Your Checks.” Then, tell the reader what to do with the check (put it in the enclosed postage-free envelope and mail it back today).
11. For fundraising, list specific asking amounts on the reply form. And when possible, show what these asking amounts will accomplish. ($15 will help seven children receive life-saving vaccines.)
12. Again, for fundraisers, test odd asking amounts – if you can explain the odd amount. For example, “$15.50 will help nine children…”
13. Make sure it stands out. Your reply device should pass the “drop it on the floor test” and be easily identifiable from the other package components.
14. The reply is an action device. Use warm, action colors.
15. Make it easy to use. The type should be no smaller than 10 point – and larger if you’re writing to seniors.
16. When the reader must make choices, use check-off boxes. But don’t give them too many choices. This is when you want them responding, not thinking.
17. Make sure the reply device fits into the return envelope.
18. If you have a tear-off stub on the response device, use it to recap the benefits and guarantee — or even as a free bookmark.

I’m a great believer in testing. However, each of these 18 ideas have been tested and retested. Ignore them at your own risk.

This is Part 2 of the findings of an extensive series of eye-camera tests conducted by Professor Siegfried Vogele of the Institute for Direct Marketing in Munich, West Germany. The tests traced eye movements as thousands of men and women opened and read all types of direct mailings and, at the same time, studied emotional reactions by observing body and hand movements.

Once your reader opens the envelope, they take no longer that 11 seconds to decide whether to read your letter or trash it

During this 11-second preview, Professor Vogele found that the reader’s eyes fix only on pictures and headlines — never on the body copy.

The Professor’s findings demonstrated that illustrations play a greater role in determining how the recipient reads your direct mail than any other graphic device.

Before any word of text is even noted, the reader’s eyes will be pulled to photographs and/or drawings. And by understanding the affects of graphics on eye flow, we can boost response rates by directing our reader’s attention to our most powerful sales copy.

How to use illustrations

• Large pictures will get attention before smaller pictures.
• Color pictures will be noted before black-and-white pictures.
• Warm colors attract attention before middle tones or cooler colors.
• A sequence of pictures will be noted before individual pictures.
• Action illustrations will be seen before still pictures.
• Pictures with people will be looked at before pictures of products.
• Children will attract attention before adults.
• Portraits will gain attention before full pictures of people.
• Eyes will be the first thing focused upon.
• Most often, a larger group of people will gain attention before a smaller group.
• Outline illustrations will generally be noted before square halftones.

Focusing the reader’s attention

• A reader will typically follow the direction in which eyes in the illustration are focused.

• When an object within an illustration “points,” the eyes will generally flow in that direction. For example, in an illustration of a model wearing a man-style tie, the eyes of readers follow the tie right down to its pointed end.

• Place captions as close to pictures as possible. Captions should always be below or to the right of an illustration, not above or to the left.

Expand what the reader sees

On two-page spreads, the inside of a folded brochure, for example –put your strongest picture as far to the left as possible.

Why? In most cases, eye flow begins at the upper right of a two-page spread and continues in a sideways “U” like this – . Typically, however, the eyes stop just to the left of the gutter between the two pages and then exit at the lower right.

To expand the reader’s scan of the entire page:

• Put a “commanding” illustration at the far left. It will draw the reader’s eye and expand the viewing area allowing the reader to see more of the left-hand page.

• You can get similar results by placing color pictures to the left with black-and-white pictures to the right. Warmer colors draw the reader’s eye to the left and they will see more of your message.

• If you have pictures with and without people, put the people pictures to the left and they will encourage the eyes to go in that direction.

But be careful not to place an eye-grabbing illustration at the lower right. It will draw the eyes immediately to the exit position of the page and reduce the amount of attention given to your entire presentation.

Shapes

Vogele’s eye-camera studies also show how shapes affect readership.

• 80 percent of readers will go to a vertical shape before a horizontal shape.
• Even more eye compelling is a diagonal shape.
• Readers generally note circled areas before square-cornered ones.
• Closed shapes are observed before partially open shapes. People typically read copy within a border before “open” text.
• “Bursts” get immediate attention, but they can often be distracting by re-attracting the eyes and drawing the reader’s attention from the copy that you want them to read.

Without graphic elements to draw the eye, reading generally follows the classic pattern of left to right, top to bottom. But when we add eye-compelling graphic elements to the page – and understand how to use them to draw the reader’s attention to our most powerful sales message – the result is often a welcomed boost to our response rates.

An IRS designation for public charities and private foundations.  These charities mail at the nonprofit rate and contributions to these groups are fully deductible by the donor under federal income tax law. The lobbying activities of these groups are sharply restricted.

501(c)(4) charitable organizations

Like 501(c)(3) charitable organizations, these groups mail at the nonprofit rate.  But because they’re engaged in lobbying activities, contributions to these groups are not tax deductible.

Alternate Delivery

Methods of delivering direct mail or sample products to households without using the U.S. Postal Service.

Alternate Media

Any means of reaching consumers other than by using solo direct mail and telemarketing including: cooperative mailings, card decks, package inserts and free‑standing inserts (FSIs), home‑shopping programs, computer online services and  broadcast.

Average Contribution

The amount of money raised – usually for a specific campaign or mailing – divided by the number of contributors.

Bar Code

The nine‑digit ZIP code translated  into a coding structure of vertical bars and half bars used in order to speed the sorting of mail and enabling mailers to take a discount on postage.

Batching

The gathering and organizing of incoming orders.

BRE

Business Reply Envelope. A prepaid envelope provided for the prospect/donor to reply to the mailing. The mailer pays the postage plus a service fee to the post office.

Caging

The process of receiving, processing, and reporting the mailing results

Call Center

A site that houses a telemarketing operation.

Computer Service Bureaus

A company that will maintain lists for list owners. Services may include: updating the list, merge/purge, data overlays and preparing the list for mailing or rentals.

Continuity Program

An offer of a series of products to be received in timely intervals. Most often used for books, music and recipe card offers.

Cooperative Manager

A person/company who sells space in the co‑op for the cooperative owner.

Cooperative Broker

A person/company who recommends and takes orders for marketers who want to be part of a cooperative effort.

Cooperative Advertising

(Co‑Op) Advertising (including direct mail, inserts, stuffers, card decks) where offers from several different mailers are included.

Cooperative Owner

A company that brings different marketers together into a co‑op effort. Services may include: printing the individual inserts, combining them and mailing them to preselected lists.

Cost to Raise a Donor/Customer

The cost of a mailing, a mailing package, or the entire campaign, divided by the number of contributing donors.

Coupons

A promotional device used by marketers to increase sales or store traffic by offering a discount when the coupon is redeemed.

Custom Publisher

Any publisher who will, for a fee, create a publication for a direct marketer that is most often used for self promotion or as a premium.

Data Overlays

See List Services

Data Entry

The entering of names, addresses and other information into a data storage and   retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning.

Database

A file that is maintained on a computer comprised of pertinent information such as a company’s prospects or customers. The file can serve multiple applications and be manipulated for various purposes. The following definitions apply to databases used for direct marketing purposes:

1. Database Analysis:  Interpreting information within the database in order to gain customer insight and improve marketing efficiency.

2. Commercial Database Management:  Professional management of large compiled databases for list segmentation and rental.

3. Database Modeling:  Using statistical techniques in order to predict future customer behavior.

Demographics

Social and economic information about human populations including age, sex, income, education, type of residence, ownership of cars, etc.

Digital Color Proofing

See Prepress Services

Donor Renewal Programs

Each organization should have an Annual Membership Renewal drive – similar to a mail campaign to renew magazine subscriptions. Usually a six-part effort, the renewal drive seeks to have the donor identify herself with the organization. Often, an organization will create a new class of non-voting membership to permit this. Other groups will choose to have an Annual Supporter Renewal drive. (From a fundraising viewpoint, a member is always better than a supporter.)

Enhancement

Any additional information that can be appended to a list to increase its value to the mailer.

Free‑Standing Insert (FSI)

A promotional piece that’s loosely inserted into a newspaper or magazine.

Fulfillment

All activities involved in the processing and servicing of mail, FAX and telephone orders.

1.  Literature Fulfillment refers to the sorting and qualifying of leads, sending the appropriate information, and, if outsourced, forwarding leads to the marketer for follow up.

2.  Subscription Fulfillment is a specialized service for periodical publishers. Services include: maintaining the subscriber list, generating invoices and renewals and recording payments.

3.  Product Fulfillment is the storage and shipping of samples and merchandise.

Geocoding

The process of appending latitude and longitude coordinates to a database record so it can be properly placed on a geographical map.

House File

Also know as a donor or customer file. A list of contributors/customers to the organization. A house file is the main asset of many organizations and typically includes the customer/donor’s name, address and contribution or purchasing history. Some organizations also enhance their house file with demographic data.

House File Mailings

Mailings to previous donors or customers. Also referred to as donor mailings or project mailings.

Labels

Paper printed with a name and address that is affixed to a mailing piece and serve as the mailing address vehicle. Different types of labels include: peel off or pressure‑sensitive labels, gummed labels and paper (or Cheshire) labels.

Laser Printing

Similar to a photocopy machine, the laser printer uses a laser beam, toner and fuser to “etch” the image onto a photoelectric drum.

Lettershop

A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing. The lettershop will provide the mailer with written proof of delivery to the U.S. Postal Service.

List Services Data Overlays

The matching of two or more lists that contain the same names or addresses but where one list adds additional data such as demographics or geographics to the other.

Delivery Sequence File

A computerized file of more than 125 million records containing all the addresses the U.S. Postal Service serves throughout the U.S. Each address record features ZIP+4, carrier route, delivery sequence, delivery type and seasonal delivery information. It’s purposes is to help mailers maintain accurate and complete addresses on the lists they own and rent as well as code their mail for walk sequence discounts from the postal service.

List Exchange

To lower the mailing cost and avoid list rental charges, nonprofits will often exchange their donor list name for name with another organization.

List Maintenance

The ongoing process of keeping a mailing list up to date by adding, editing and deleting data.

List Broker

A list specialist hired by a mailer to make the necessary arrangements to use other companies’ lists. Brokerage services usually include: research, list selections, recommendations and logistics so that the rented lists arrive at the proper time. The standard commission to a list broker is 20 percent.

List Cleaning

The process of updating a list in order to remove any undeliverable addresses. Other cleaning activities could include removing duplicates, bad debts, names on the DMA Mail Preference Service, ZIP codes for prisons, etc.

List Manager

Whereas a list broker works for a mailer, the list manager works for the list owner. The primary function is to promote the list to mailers and list brokers for rental. List managers can be either an internal employee or part of an outside list management company paid a commission. Management services usually include: marketing of the list, coordinating and controlling rental activity and accounting. The standard commission for a list manager is 10 percent.

Long-Term Value

The cumulative net value of a donor. To determine long-term value, an organization will total the contributions received over a period of time – the longer the better. Then subtract the cost of raising these contributions and divide the result by the number of donors involved in raising the sum. The result is the average long-term value of a donor.

Mail Preference Service (DMA MPS)

The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists so they will stop receiving direct mail.

National Change of Address (NCOA)

A service provided by the U.S. Postal Service, through licensed computer service bureaus, that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then is returned to the mailer with all the corrections made.

Net Names

The number of names remaining after a merge‑purge eliminates all duplicates.

Media

Any form of communication that reaches the general public and carries advertising. Direct response media would include: space advertising, direct mail, TV, radio, take‑ones, card decks, package inserts, cooperative efforts, on‑line shopping services.

Merge/Purge

The process of combining two or more lists into one while, at the same time,  identifying and removing any duplicates.

Monthly Giving Clubs

A donor loyalty program which gives the individual added status and recognition by welcoming them into the inter-circle of the organization. Special recognition might include plaques, premiums and invitations to special events. The most successful Club programs usually take the form of a specially named program that reinforces the member’s feeling that they belong to an elite group. Club members are the organizations best donors.

Nixies

Pieces of mail returned as “undeliverable as addressed.”

Non-Contributor File

Respondents who do not contribute to a mailing. These could be petition signers, survey respondents or contest entries. Often, this list of non-contributing respondents is an organizations best prospect list.

Pledge Programs

Donors commit to a specific amount each month and make their gifts in response to simple invoices, credit card charges or automatic debiting of their checking account.

Offset Printing

Using a metal or paper plate, ink is first transferred to an off‑set drum and then passed to the paper.

Outsourcing

Using an outside service rather than performing the work in‑house.

Outbound

Any phone calls made out of a telemarketing call center.

Package Inserts

Any promotional offer included with the shipment of a customer’s order. Offers may be from the same mailer shipping the product or other vendors who pay to be included.

Personalization

Using/printing personal information, such as a first or last name, in a direct mail campaign. See Variable Imaging.

Poly Bag

An outside mailing envelope made of polyethylene instead of paper.

Postage Paid Reply Service

A service allowing mailers to use a lettershop’s postage paid permit and have the business‑reply mail returned to the vendor instead of opening their own account with the USPS.

Predictive Dialing

The automatic dialing by a computer of phone numbers on a preselected list. The system can, with great accuracy, discern an answering machine from a human voice and will instantly connect a respondent to a Telephone Service Representative (TSR). If there is no answer or a busy signal, the computer will know to redial later.

Premium

A free gift offered to a prospect to induce a greater response to the main product or service that’s being sold. A premium need not bear any relationship to the product being offered.

Prospecting

Searching for new donors. Prospect mailings are also referred to as recruitment or acquisition mailings.

Psychographics

The qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values.

Response Booster (or Involvement Technique)

Any device, token, premium or sweepstakes that will help raise the response rate.

Seeding

False or “dummy” names are added to a mailing list as a way to check delivery and to uncover any unauthorized list usage.

Mail Monitoring

Mailers track their mail in order to verify content within the direct mail package  and to determine the length of delivery time.

Sorting

The computerized process of reorganizing a list from one sequence to another. For example, a file can be sorted by last name, company name, ZIP code, high donors, multi‑buyers, recent buyers, etc.

Telemarketing Services Inbound

Any phone calls that come into a telemarketing call center.

Telephone Preference Service (DMA TPS)

A service of the Direct Marketing Association for consumers who want to have their names removed from telemarketing lists.

Telephone Service Representative (TSR)

anyone who sells, or services customers over the phone either inbound or outbound.

Tokens

An action device; the purpose of which is to involve the prospect in the offer. It can be anything from a coin, peel‑off stamp or a punch‑out paper piece that is inserted into the order form.

White Mail

A reply to a mailing that comes in without a response form. There is no way to identify from which mailing the response originated.