Boost Response From Insert Media

Callahan notes that while free catalog inquiries once generated response, the market today is so full of offers that a promotion or premium is necessary to ensure a solid response for most catalogers. "You need to have a reason for prospects to respond to you — a premium, some bells and whistles. Give them dollars off on their first or second orders. Most of the customers acquired through insert media have pretty good lifetime values, so it's OK to do that," she says.