Up front and personal
The concept of personalisation to increase response rates is not new. I wonder why so many businesses don’t make use of the idea?
Look at these statistics from a controlled experiment:
- The standard survey package generated a 36% response rate.
- The package with the call to action repeated in hand-writing on the covering letter generated a 48% response.
- Adding a Post-It note with the hand-written repeated call to action drove responses up to a staggering 75% – more than double that of the control package.