Is there something that can be done to improve ROI for your direct mail program? How can the response rate be increased? How can you get a larger average gift?
There are many factors that can affect the performance of a direct mail appeal letter; but for today, we will focus on one component that can significantly make an impact on your direct mail letter results — the response device.
The response device is a coupon or card that the recipient sends back with their gift. It is probably the most important element in the direct mail package. This is