Focus on Inserts: Inside Story
Inserts have emerged as one of the most effective tools available to direct marketers. Last year inserts represented the fourth largest share of direct marketing with 9%, after telemarketing, mail and TV, but well ahead of door to door. Around 8% of consumers claim to have bought from or responded to an insert, indicating a healthy return on investment. Inserts also compare well with advertising, being as much as 10 times more responsive than display pages within the same publication. Inserts are a truly accountable medium, a vital factor at a time when clients need to maximise their budgets.
Traditionally inserts have been heavily used by financial services, charities and big mail order companies but their use is spreading to other sectors such as travel and leisure. One growing opportunity is the so called 'piggy-back' mailing, where a third party includes inserts in a magazine sent to a company's customer database. More attention is being paid to ensuring that inserts are seen by the reader as loose paper that falls on to the floor may be treated as litter. Ways to avoid loss are, stapling the insert into the main publication, or polywrapping. Digital printing offers more opportunities for tight targeting, particularly important when magazines are being tailored to even smaller segments. (Source: Third Sector) |
