How to position inserts within your prospecting and retention media mix

By Shari Altman

2. Inserts can be an inexpensive way to acquire customers or generate leads for two-step offers. Cheryl Bagdan, senior accountant for list firm Statlistics, says that given the latest postal increase, inserts can be very cost-efficient as a prospecting vehicle.

When mailings to a given audience do well, Eastman-Vidal recommends catalogers seek out inserts in their package and, if possible, work on an exchange basis to further reduce prospecting costs.