Boost Response From Insert Media

Don't make it hard for prospects to respond. Benewicz notes the importance of providing an easy way for customers to mail, fax or phone in a response to the insert. Further, she recommends including a URL that leads to the specific offer mentioned on the insert.

Do include keycodes for easy tracking. Each method of communication should have its own keycode, says Benewicz. "Offer a premium or a free shipping discount, but only if they use the specific offer code or Web page," she notes.