Insert Media: Think Outside the Book, Part I

So it’s possible to reduce your cost per contact 90 percent, but with a likely drop in response of much less, yielding a considerably lower cost per order. Expect a lower order size on the initial order.

Consider these viable insert programs:

- Package inserts: included in the shipping package of a responsive mail order buyer.
- Catalog blow-ins: physically blown into a catalog mailing to a cataloger’s own customer base.
- Ride-alongs: similar to blow-in, but located in the mailing envelope of a promotion to a company’s own customer base (often a book or music club).
- Co-op mailings: a group of non-competitive advertisers sharing an envelope to mail to a common market.
- Card decks: a group of advertisers promoting via same sized cards, mailing to a common market. Outside inserts can sometimes be included.
- Statement stuffers: Invoices sent with invoices generated by utilities, credit cards, cable companies, oil companies, retailers, etc.
- Free standing inserts (FSIs): FSIs typically are included in Sunday newspaper supplements.