What Is a Business Reply Card?
A business reply card (BRC) is a flat rectangular piece of printed thin card stock. It’s also known as a promotion postcard, because it is a popular part of direct mail marketing packages. The BRC has the return address of the marketing agency or fulfillment house on one side and an order form or request for information on the other. A marketing agency handles promotions, while a fulfillment house supplies printed information booklets or other items. In basic marketing terms, a business reply card is known as a response device. A response device is any type of form in a mailing which the respondent is encouraged to mail back. It may be used to order an item, receive an informational brochure, or agree to be contacted by a salesperson without an obligation to purchase. The success of a direct marketing mailing is gauged by its response rate, or the number of returned reply cards or forms. The responses are considered qualified sales leads because a reader who sends a business reply card
