Insert Media Tips and Best Practices

Considering using insert media? Here’s some tips you should keep in mind.

1. Always test before committing. Inserts, like other direct response media, provide test facilities which should always be used. It can be as simple as a key change per program or as complicated as copy tests within key blocks, but each new program should be tested before committing to rollout status.

2. Be sure responses are statistically reliable. The test cell needs to be large enough to provide responsible results. Usually 25,000 inserts will do this but complicated offers or two part offers will require more responses and therefore larger initial test cells.

3. Use one copy format per test cell. If you feel that a second offer should be tested, review the two previous paragraphs.

4. Negotiate price. The marketplace for insert programs is increasing on a net basis and the supply overhang provides for price negotiation on rollouts. Tests should be bought for the marketplace and not for the price.

5. Buy the largest volume potential programs first. When constructing the insert media portion of your marketing plan, choose the insert program with the greatest distribution volume and work down the list.

6. Negotiate your printing and freight distribution. The insert market consists of three costs: distribution, printing and delivery. Each can be negotiated especially in the rollout phase of the marketing plan.

7. Verify the distribution. Most reputable insert programs will work with the insert mailer to reach a mutually acceptable audience. But the mailer should be aware of the program duplication. Inserts by definition are hotline because they come with purchases. But if the program has a high repeat rate, this will lower the mailer response rate.

8. Verify the test with a retest. Inserts are similar to other media in that tests can be inadvertently loaded. Most often the retest verifies the original results and then it’s off to the races. But there are many insert programs with heavy audience duplication.

9. Keep test codes available for spur of the moment deals. The market is like all markets; something is for sale all the time so having inserts ready to commit when the deal is right gives the mailer the chance to be first in line with new insert programs.

Insert media can boost sales at a low affordable cost per order when simple businesslike decisions are made. Unfortunately, too many mailers look for instant results and don’t follow the steps necessary to achieve success.

Once the mailer has an insert with a proven response, the world opens up and the orders flow in.

Leon Henry is CEO of Leon Henry Inc.

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