Insert Media Can Help You Prospect Cost Effectively

- Offer a free catalog.

- Offer a discount to encourage response, such as $5 off a purchase of $20 or more.

- Include multiple ways to respond, e.g., toll-free number, Web site, e-mail address and/or a postage-paid response card (designed as part of the piece).

Typical response rates for PIPs range from 0.2 percent to 0.4 percent. Test costs traditionally are $45 to $50 per thousand for inserting, plus printing and shipping costs. The minimum test quantity allowed usually is 25,000 per program.