Here’s something we know from research: when you give people more ways to respond, response rates go up. No one really knows why, although the usual explanation is that, by offering multiple ways to respond, you change the prospect’s choice from “respond or don’t respond” to “which way do I want to respond.” But regardless of the reason, when you offer your audience the chance to respond via e-mail, phone, visit, etc., you boost your ROI.
