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Keys to insert success
1. Test all sorts of newspapers and magazines to find the category that works best with your target audience.
2. Be aware that some publications may have an overlap of readership, and avoid running insert campaigns in them at the same time.
3. Test to see how many times you can include an insert in a particular title and still get an acceptable response rate or return on investment.
4. Understand how seasonality affects the response rates and adjust accordingly.
5. Don't rely on a single creative, but have others in play that you can test against it.
6. Try varying the creative for use on different occasions with a single publication, to see if different audiences can be targeted within the readership.
7. Be clear about what you want to achieve with your use of inserts - whether for response, brand awareness or data capture - and tailor your creative accordingly.
8. Liaise closely with your agency or representative to ensure that you are utilising to correct publications for your target audience.
9. Get your agency to locate as many insert samples as possible within your particular sector and build up a portfolio for best practice pointers.
10. If the activity is part of an integrated campaign, ensure that it fits and that systems are set up to deal with response and monitor return on investment. (Source: Third Sector)
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