Insert Media: A Miniature Resurgence

Despite the lower response, Motherwear’s miniature has had long legs, Kothman says. Orders kept coming in months after the first insertion, leading him to conclude that miniatures tend to be keepers.

As for recency, frequency and monetary (RFM) value, Web direct marketing research shows that people who buy from miniatures often have the same RFM as traditional catalog buyers, making miniatures a good addition to a diversified multichannel marketing strategy.