Response device

Response Device " The part of a direct mail piece or ad returned to the advertiser, such as an order form, reply card, or coupon.

Response Device On every outgoing direct mail piece, there is included a response device which usually shows up in the "window" in the envelope to provide the name and address. The response device is an order or donation form.

Keycode: A set of unique alphabetical/numeric characters recorded on the response device, so that its return tells the marketer which list produced the response.

Process of sending a direct mail package—e.g. an advertisement, product offer or other response device—to a mailing list.
Direct Response Marketing ...

Another proof: Good copywriters work on the back end initially by writing the response device first when creating a DM package, since they realize that, if the response card proposition is phrased correctly, ...

See also: List, Services, Insert, Offer, Service