How to position inserts within your prospecting and retention media mix

By Shari Altman

Prospect and retention inserts should be viewed as part of your overall brand strategy and positioning. Bagdan points out that package and statement inserts that are integrated into an overall multichannel company strategy and drive traffic to catalog Web sites can be very effective.

Merchandise offered in prospecting inserts should be representative of your brand, Eastman-Vidal says. Otherwise you may acquire a new customer who never converts into a two- or three-time buyer.