It's a common misconception in high-tech marketing that just because everyone in your target audience is on the Web, people prefer to respond that way. On the contrary: in recent campaigns (even to a highly technical audience), when we provide the reader every option with which to respond - phone, mail, fax and Web - the majority of leads still arrive via business reply mail.

Even in the Internet era, the reply device remains an essential component of an effective direct mail program. In fact, whether or not the respondent actually uses it, an order form or reply card serves an important role in reinforcing the call to action. And like every component in your mailer, it should stand alone - that is, if the reader reads nothing else, he or she should understand the main message, the offer, and the call to action (the why, what and how of your campaign.)

Here's a checklist of what to include on your next reply device:

1. Benefit/message (Reinforce the main selling message)

   YES. Show me how to dramatically improve Internet response time ...
   YES. I want to learn how our company can save millions of dollars every year ...

2. Offer (Include a photo when possible)

   Please send me my free demo CD-ROM ...
   Please send me WidgetMaker 1.0 for the unbelievably low price of only $99 ...

3. Guarantee/deadline/special bonus (Give the person a reason to act today)

   I understand that if I respond before September 30, I'll be entered into a free drawing ...
   If I'm not completely satisfied, I can return WidgetMaker 1.0 for a complete refund ...

4. Call to Action (Don't assume the obvious; always include explicit instructions)

   Detach and mail form in enclosed envelope. If envelope is missing, fax to ...
   For fastest response, call 1-888-4WIDGET or go to www ...