September 1, 2005
By Matt Griffin Strategies to make your bind-ins, blow-ins, ride-alongs and package inserts work more effectively. Rising postage costs and shrinking list universes haven't made customer acquisition any easier in recent years. Faced with such obstacles, catalogers increasingly are turning to insert media programs as a means to grow their housefiles. But like any growing market, both solid strategies and pitfalls abound. How can you best prepare for a successful insert media campaign? Consider the following do's and don'ts. Do identify your target audience. "Insert media is not as easily targetable as list media, because in most cases you can't select [recipient categories] within
