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

By Matt Griffin and Catalog Success

For larger insert programs, it’s also possible to target geographically, says Benewicz. If your customers tend to be in a particular area of the country, check into possible regional selects that aren’t listed on the program’s datacard.

Don’t forget statistical significance. Feyas suggests a minimum test of 25,000 inserts, although she believes 50,000 actually is ideal. If considering a smaller program, test consecutive months if you can be assured of a non-duplicated audience, says Feyas.