When you are evaluating your B2B lead generation programs to determine which marketing programs are producing the best quality leads, having reliable, meaningful data is essential. With most marketing activities, this data is captured through a combination of tools, most of which are digital. In some instances, you might consider using a business reply card. Do business reply cards work? The answer is yes and no. For the majority of activities, other methods of response tracking should be utilized. However, there are a few instances when a Business Reply Card (BRC) can still be a viable method of capturing responses.
One example of when a BRC may work is when you are trying to gather feedback from your target audience confidentially. With the public’s growing awareness that they are constantly being tracking and monitored online, gathering candid, honest feedback can be difficult. A business reply card can alleviate some of these concerns by providing anonymity to your audience’s response.
Another example of when a BRC may work is when you are reaching your audience in a non-traditional format. Printed newsletters, magazines and direct mail. Any physical type of medium provides the opportunity to use a BRC as a way to gather feedback.
A third example of when a BRC may be practical is when you are promoting something that was purchased immediately by completing a form. Event registrations, warranties and even the purchase of some products or services can fall into this category.
One last example of when a BRC may work is when your audience is less likely to be able to access a computer regularly. People in skill-trades such as repairmen, plumbers and electricians, sales people who travel and numerous other professions don’t have easy access to computers or the internet. Giving them another medium to respond can improve your response rates and capture valuable feedback from your audience.
Making a Business Reply Card Work
If you do decide to use a business reply card, spend a little extra time in evaluating your options to make it easy for your customers and prospects to respond. This starts with capturing their information. When possible, pre-populate name and contact information whenever possible. Minimize the amount of information you want them to provide and just like any other form of response, make your incentive compelling enough to justify spending the extra time necessary to complete the card.
For activities that don’t allow you to pre-populate content, look for other ways to simplify your audiences response. For example, rather than a simple postcard, use a mailer with a built in pocket that allows the user to simply insert their business card and mail. Additionally, spend the extra time to make the BRC mailer stand out. Consider it a piece of collateral that will further reflect positively on your business and highlight your companies abilities and benefits.
Ultimately, if you decide to use a business reply card, don’t make this your only option for response. Give your customers and prospects multiple options and make it easy for them to find and choose the one that’s right for them.
