In earlier blog entries, we discussed branding, marketing, and communicating your reader response program. The focus of today’s blog entry is on the design of the card itself because the design of the card can actually encourage greater reader response.

As with most good graphic design, a well-designed reader response card is visually appealing and makes it easier for readers to digest information. A well-designed card should not be cluttered with too much information. Remember that very often, less is more.

A well-designed reader response card will feature the following elements:

• A clearly communicated url to let readers know where they can request this information online.
• Service benefits - FREE Product information or literature.
• The ARGI Focus fax number where requests can be faxed rather than mailed for readers who find fax a more convenient means of response.
• Easy-to-read and clearly numbered categories make it easier for readers to request information about specific topics of interest. This is very important because category requests can greatly increase your lead volume.
• “Calls to action” with words like fax, mail, go to url, and placing a deadline on the offer by way of an expiration date.
• A block of reader service numbers that is easy-to-read and circle.
• Survey questions and responses that are numbered and easy-to-read. Assignment of unique numbers to each response aids in the efficient and accurate collection of this data.
• An issue date at the bottom of the card to identify the issue and to facilitate efficient and accurate card processing once the card reaches ARGI Focus.
  
  
  Click here to view an example card
  

You may not know…

That a maximum of 6 close-ended questions and responses are included as one of the many benefits of ARGI Focus’s reader service program. These responses can either be used internally by your research or editorial group, or they can be collected and delivered with leads to further qualify them to your advertisers; the choice is yours.

ARGI Focus processes card and fax responses within 24-48 hours of receiving them, which means hotter, better-quality leads for your advertisers.


If you would like help in designing a better reader service card, contact your ARGI Focus account manager at 1-201-391-1500, or email us at argifocussupport@callargi.com. We look forward to helping you achieve your goals.