Over the years, RDP have tested various alternatives to card decks: bound-in booklets, stapled and perforated packs, one piece mailings, envelopes rather than wrappers. But what we have found is that loose cards, collated and wrapped in clear acetate, generate the best response. Research has shown that people who receive a card deck tend to quickly open the pack and flick through the cards. If an offer or service catches the eye, it is simplicity itself to complete and drop the card back in the mail. Our advertisers vary greatly in what response levels they receive, dependent on the offer and the product or service. A rough average response across a consumer deck might be about 0.2% per card. However a 0.05% response might be very acceptable to a client with a specialist high value product, whilst travel companies offering free brochures often get a 1-2% response.
