Do you include tear-off response cards or other forms in your direct marketing pieces? Do you send them blank or do you pre-ﬁll them with information from your database?
If you are sending forms blank, you are leaving money on the table. Why? Because the more steps recipients must take to respond to your offer, the less likely they are to do it. Conversely, the easier you make it for them to drop the card in the mail, the more likely they are to respond.