The Most Important Rule Is To Make Sure That The Response Device Is Personalized.
Forcing the recipient to complete their own Response Device (RD) before mailing it back to you does not follow basic direct response fundamentals.
To help maximize response,an RD must at least be personalized with the recipient’s name and address.
In addition,other relational data such as buying patterns or donor history can be included on the RD to further increase response.
In my experience,most direct mailers are knowledgeable enough about the personalizing of RDs. Most of the problems occur in the actual layout of the RD.
There Are Several Ways To Keep Production Costs To A Minimum
A good RD design can help to minimize costs. By far,the most common technique is to attach the RD to the letter.
The most popular size is an 8-1/2″x 14″legal-size sheet —in this format,the letter is usually 8-1/2″x 10-1/2″with the RD being 8-1/2″x 3-1/2.”
Whether trimming it off after personalization or whether to leave it attached with a microperforation is a personal preference.
The response rates seem to be similar and from a cost perspective,the addition of a microperf during printing is negligible.
But you do need to consider the additional trimming by the lettershop as well as the cost and quality control required for matching two separate personalized pieces.
However,if you do wish to use two standalone pieces and still ensure 100% compliance for the matching,you can consider a process called slit &nest.
In this technique,a folder set up with a right-angle attachment and rotary knife is used by the lettershop to fold down the letter/RD prior to insertion.
Depending on the lettershop,there are different ways to fold and nest the RD inside the letter.
There are several factors to consider and your RD may be required at the top instead of the bottom,so it is best to check with them prior to designing and printing your letter/RD.
In any case,it will be necessary to allow for a ‘gutter’between the letter and RD. This blank gutter will be trimmed off by a rotary knife after folding and must be a minimum of 1/4″wide,preferably 1/2″prior to folding.
This means that your letter or your RD,or a combination of both,must be reduced in size to accommodate the gutter.
The only other option is to use a 14-1/2″sheet which may mean more expensive imaging costs,depending on your lettershop.
If you need to go with a larger RD,you can consider a larger sheet size such as 11″x 17″.
Depending on whether you are using single sheets (sheetfed) or continuous form,the trimmed and separated RD will either face the opposite direction of the letter (sheetfed) or be stacked facing the same direction (continuous).
Note:Because different equipment is used for continuous forms,a gutter is not required.
A Less Personalized –But Cheaper –Format
At the risk of possibly suppressing your response rates,you may want to consider using a generic,i.e. non-personalized,letter and a ‘multi-up’personalized RD.
Other than a selfmailer or postcard,this is probably the most inexpensive direct mail package.
While the most common format is a 3-up RD,the number of RDs on a sheet is limitedonly by the maximum sheet size of the laser or inkjet printer.
As a matter of fact,premiums like personalized address labels are run using the same technique,sometimes up to 72 labels!
A word of caution: Make sure that if your art designer has not already done so that your printer steps the RDs on the sheet so that all RDs AND any gutters (for bleeds) are the identical size.
Otherwise it will be up to the lettershop to write custom programming as well as do additional guilliotine setups,sometimes at additional cost.