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

By Matt Griffin and Catalog Success

Do identify your target audience. “Insert media is not as easily targetable as list media, because in most cases you can’t select [recipient categories] within the program,” acknowledges Amy Benewicz, former vice president of The Catamount Group, a Bethel, Conn.-based direct marketing agency. Even still, Benewicz says, if more than 50 percent of a package insert or magazine ride-along program’s intended audience is in your target audience, that’s a good program to test.