Is your direct mail inviting 'no reply?'.

Direct marketing, like any sales cycle, has a beginning--the offer--and an ending--the reply. If you do not include all the key elements of the cycle, you risk breaking the sales link between your bank and potential customers.

For example, direct mail advertisers sometimes fail to include a clear and specific way for the consumer to respond, other than to simply say "stop in at one of our convenient locations." That may be an appropriate ending for general advertising in mass media, but it is too general, too easily forgotten or postponed for direct mail. Instead, use a specific call-to-action that invites a more immediate direct response.

This is relatively easy in a typical mail package of an envelope, cover letter, brochure and perhaps a loan application. But it can be more difficult with a self-mailer or postcard.

There are at least three basic channels to let your reader respond at the moment they are ready to react to your mailer.

Written reply

A written response is typically used in mailings with a loan application or new- deposit account form. The respondent completes the relevant information and mails it, perhaps with a check for a deposit account, back to the bank. In the case of a loan application, you also can let them fax their response.

It's essential that your reply form be user-friendly. Ask the minimum amount of information required to get the process stalled. Almost every piece of financial information you ask at this stage needs to be looked up by the applicant and that increases the likelihood they will put off responding until later. Instead you can always gather additional data as a follow-up after the process has been started. For example, on a loan mailing, you don't need the applicant's entire financial statement with this initial response. It may be sufficient just to have them authorize a credit check so you can quickly- prequalify them.

Internet reply

There are many ways you can invite an immediate response on the Web. For example, respondents can e-mail information you request or fill out a response form online. Or, they can download your application from the Web and mail or tax it back to you. The Web offers great possibilities not only for responding, but also for cross-selling. Its potential is significant and something that you can develop over time.

Telephone reply

When you invite a telephone response, it's probably best to use a dedicated line with specially trained staff, depending on the size of your bank and the expected response.

At the minimum, you can have the prospect call you during business hours. However, remember that prospects may read your mailer at any time of the day or night, seven days a week. It's at that moment you want to lock in your sale. So, consider using an outside telephone service bureau to take a new account or loan application by phone, especially on evenings and weekends. They also may offer expanded capabilities in tracking and cross-selling.

You can use one or a combination of these three basic channels for replies. But the key point is to "complete the sale" in your direct mail campaign. Give the prospect an appropriate reply method and help your mailings achieve the best return possible on your investment.

Jim Turner is President of Extra Corp., Naperville, Ill. The company provides advertising and research services. He can be reached at [phone] or at [e-mail]