How To Use Responsivate

Royal Mail Responsivate has been designed exclusively for the assessment of posted, addressed and personalised consumer direct mail packs or one-piece mailers that contain multiple elements.

It is not suitable for the assessment of one stage brochure-only mailings, teaser postcards, press/magazine inserts or door drops.

Mimicking the 'mind's eye'.

Human beings are capable of absorbing and assimilating information from text and visual stimuli very quickly. We jump between ‘fix points ‘ in rapid succession and can digest information in this way at a rate of up to 10 ‘fixes’ per second. Levels of understanding and short-term recall are surprisingly high, even from short bursts of visual scanning.

Given that the average ‘attention span’ that a consumer will give the contents of a direct mail pack (assuming that you’ve persuaded them to open the envelope!) is about 30 seconds, any piece of consumer direct mail has to work hard to retain a reader’s interest, induce consideration and ultimately drive commitment to buy.

Royal Mail Responsivate tackles the loss or ‘fallout’ of readership in different stages as consumers absorb the contents of a pack and start to make decisions about whether or not to respond or consider the offer further.

See through the consumer's eyes

Knowledge is powerful – once areas of weakness are highlighted, and moreover, guidance is given on how to strengthen them, you have the tools to make your direct mail more effective.

All you need do is:

1. Register with us or if you’ve used us before, log in to access your secure Account details
2. Answer a series of carefully targeted questions regarding 5 key stages of a particular Direct Mail piece – Targeting, Outer Envelope, Scan Read, Serious Consideration, Closing the Sale . Or if you wish, you can assess up to 5 alternative versions of a pack or even competitor packs.

Guidance on how to answer questions and the type of things you should be looking for in your assessment is provided on-screen at every stage and every completed stage of an assessment is retained for your future use or reference in your Score Profile.

This is provided in a matter of mere seconds - a comprehensive Evaluation Report which can be downloaded in PDF format. Benchmarking data enables you to position your pack’s effectiveness against both industry scales and all other packs. And while your report highlights and explains any principal areas of weakness or particularly strong points, it also provides you with useful strategies and recommendations to help you to improve your pack’s potential.
What could be more invaluable when you are critiquing or developing your direct mail packs?