Whatever way you ask recipients to respond, make sure you code your mailing. All you have to do is assign each mailing a batch number, such as 04052103: 0405 is the month/year of the mailing; 21 is the identifier for the particular list you mailed from; and 03 is the identifier for the particular offer. Coding provides a simple device for revealing just who has responded to which mailing and which offer. It makes individual responses much more valuable, since you can easily tabulate the different codes to see what’s working the best for you.
A good mailshot should include a clear message and a strong call to action. It’s best to offer recipients a variety of ways to respond to ensure there’s a reply mechanism that suits everyone, including mail, telephone, email and web address. Pre-paid reply envelopes or cards can really boost responses.