Inserts Are They Still Worth Your While?

The Lillian Vernon insert program consists of more than 2 million package inserts and blow-ins annually.

Lillian Vernon has selectively allowed blow-in pieces into both its core and Lilly's Kids (children's) catalog, and is looking to expand its program in the coming year. "We only allow third-party inserts into mailings of our house names," Coffey says, noting that the cataloger excludes prospects from any outside inserts. "In order to blow in an insert into a book mailing to a prospect name, you must have the list owner's approval to do so. Often, it's not allowed, or additional fees are charged. So because of the added complexities, we don't insert any third-party piece into a prospect book."