How to position inserts within your prospecting and retention media mix

By Shari Altman

Inserts cost significantly less than most other media. They allow you to test both new audiences and different prospecting offers inexpensively. Consider testing a package insert before renting a list and mailing a pricey catalog.

Multiple versions of an insert — whether a single offer, lead generator or miniature catalog — can be tested to determine which offer or approach will work best for your business. Insert printers often can collate versions for you.