Boost Response From Insert Media
Don’t use too many words. Benewicz says brevity and branding often trump a lengthy product description on inserts. “If you use too many words, people aren’t going to read it,” she says.
Do request unlisted selects. Program owners sometimes offer targeting beyond what’s listed on their datacards, says Benewicz. When using a catalog blow-in program, ask if you can insert only into catalogs mailed to customers, rather than both customers and prospects. As known catalog buyers, these individuals should respond better to your offer, she notes.
For larger insert programs, it’s also possible to target geographically, says Benewicz. If your customers tend to be in a particular area of the country, check into possible regional selects that aren’t listed on the program’s datacard.
Don’t forget statistical significance. Feyas suggests a minimum test of 25,000 inserts, although she believes 50,000 actually is ideal. If considering a smaller program, test consecutive months if you can be assured of a non-duplicated audience, says Feyas.
Do patiently wait for results. While blow-in, bind-in and ride-along programs tend to stick to rigid schedules, package-insert programs sometimes take time to fully deploy. Callahan notes if a program owner mails only 10,000 pieces per month, but you ordered 25,000, it’s going to go out over two and a half months.
She adds,”Those who are new to insert programs often get a little anxious looking at order flow, because some things will start to come in and others won’t. Six months down the road, you’ll be happy, but if you’re watching it too closely at the beginning you could give yourself an ulcer.”
