7 ways to create a high-performing reply device

In direct mail, the reply device is the most active ingredient. If it isn’t working, you’re in trouble! Here are some things you can do to make sure a reply device does its thing:

1. Make it bigger. In tests, full-page reply devices usually outperform smaller ones.
2. Print it on colored stock. That way it stands out from everything else in the pack.
3. Include all the essential information the donor needs to make the gift. That way, even if all the other components are lost, your reply device can still do its job. (That should include ways to give online, with both a simple URL and a QR code.)
4. Use uncoated or matte paper so the donor’s pen won’t smear.
5. Use type no smaller than 10 point. Aim for 12 point or higher.
6. Emphasize the urgency with a deadline.
7. Add something unusual to it, like a sticky note or even a sticker.