Strategies to make your bind-ins, blow-ins, ride-alongs and package inserts work more effectively.

By Matt Griffin and Catalog Success

Don’t use too many words. Benewicz says brevity and branding often trump a lengthy product description on inserts. “If you use too many words, people aren’t going to read it,” she says.

Do request unlisted selects. Program owners sometimes offer targeting beyond what’s listed on their datacards, says Benewicz. When using a catalog blow-in program, ask if you can insert only into catalogs mailed to customers, rather than both customers and prospects. As known catalog buyers, these individuals should respond better to your offer, she notes.