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 Inserts are "ridealong" promotions that are inserted within credit card bills and product shipments. They're relatively low in cost and provide easy access to tens of millions of customers at an important time - when consumers are paying their bills or opening a product shipment. They can be an effective way to drive a high volume of sales.
Advantages of Inserts
- Low cost - you don't pay postage since inserts "ride along" inside bills, shipments or other promotion pieces.
- They're trackable - As with direct mail, you can track the orders, dollar sales and return on investment.
- Scale - Once tested and proven successful, insert programs can be rolled out to millions of consumers
Keys to Success
- Strong offer - you must provide a compelling offer to be successful in this marketing channel. Discounted product offers, free premiums and free trial offers are strongest.
- Powerful creative - use of vibrant colors, large fonts, power bursts are a few examples of creative that works
- Details, details, details - The product, the offer, the order method, the order process, the approval process…everything has to be just right to make it work with inserts.
Challenges
- Lead time - Credit card inserts typically boast the highest response rates, but also require a bank approval process. Allowing the proper lead time is important.
- Breaking through the clutter - you MUST get the customer's attention to be successful.
Our Services for Inserts
- Planning - including overall business plan plus detailed test plans
- Budgeting - revenue, fixed and variable expenses, profit
- Demand Forecast - units sold and sales dollars.
- Creative - Strategy, design, copywriting
- Production - Printing, insertion and mailing
- List selection - promoting the right customers with the right offer
- Order process - taking orders by phone, mail and internet
- Customer database management - allowing you to sell more to your customers
- Post analysis - including ROI analysis and rollout recommendations
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