Insert Success Here

Zed Marketing Group president Jim Zuckermandel offers the following insert marketing do's and don'ts:

• Test, test, test. Just because a catalog list works for you doesn't mean a blow-in card in that same catalog will perform favorably. “People respond to different things,” he says.

• To aid back-end evaluations, key-code each source you place inserts in separately. Remember, if you insert in eight different
  catalogs, three may bring in 80% of the orders.

• Whenever possible, ask for proof and time of delivery. This is an easier task for inserts placed in a catalog drop than for package inserts, which go out over a longer period.

• Keep the creative and message consistent with other media.

• Don't be afraid to test smaller programs. Even if the numbers are small, results can still be big.

• Use paper that's appropriate for the medium, audience and what you're trying to sell. Don't go too cheap, but don't waste money on a high-end coated stock you may not need.

• Contact an experienced industry professional for guidance. The 10% to 20% you spend on brokerage fees may be more than made up for in increased response rates, says Zuckermandel, who has spent time on both the vendor and mailer sides.