The Insert Format Proven to Increase Response 1,000%

Wouldn’t you love to see your insert response rates go from .3% to 3.0%? A factor of 10 represents a 1,000% increase! It can happen and here’s the secret:

Traditionally, direct marketers have approached the creation of inserts as a process apart from their mailing packages. Inserts are typically a single component and fall into about four or five basic designs. Usually inserts look like inserts! If that sounds funny, then are you aware what results when a marketer mails a typical insert design (sometimes referred to as self-mailers)? The response is usually a tenth of what a multi-component package pulls. Herein lies the secret...if you expect to achieve mailing response rates with your inserts, why not design them to look like your mailing packages? There is a more powerful dynamic at work when a prospect sees an envelope with multiple components inside, than a simple insert.

Use this dynamic to your advantage! Take your strongest mailing package and adapt it to the insert market. This means you will need to do the following—while maintaining the integrity of the promotion copy and concept:

To do this with some control packages is nearly an impossible task, if you expect to end up with anything resembling the original concept. Nevertheless, go ahead and experiment with resizing your components. I’ve reduced brochures and letters to half their original size and still had great response rates.

There is, unfortunately, one primary caveat to implementing this concept. Many insert programs will not accept pieces above a certain weight or size. Even the above specs are unacceptable to many program managers. On the other hand, you may be able to place your full size mailing piece in some insert programs. However, as with any list rental decision, only you know how valuable a program is to you and how much you are willing to pay for it. This caveat is often overcome by $$$!

Go to your promotion calculation model and plug in a response rate ten times higher than your current one for any particular program. Then change your production cost to what your new insert package will cost in roll out volumes (if you have no idea, use a conservative $250 per thousand). Now, how much can you afford to pay for this program and still be more profitable than you were before?

Chances are, you just smiled and said, “A lot!” (Plus, keep in mind, you could probably go down to an equal level of profitability with this package, because you’re bringing in many more responders.) You are, most likely, able to spend over $100 per thousand for this program, compared to the $25 to $40 per thousand you’re currently paying.

Gaining clearances and negotiating prices is where a skilled package insert broker will be a great asset for you. He or she will be able to tell you just what to expect if you implement this concept. Overweight inserts are a radical and often sensitive issue for many insert managers. Some managers are concerned these inserts will be a hassle to coordinate at the lettershop and they may have to ‘bump’ other inserts. Regardless of whether these concerns are legitimate or can be overcome by price, you and your broker will be challenged to gain clearances for an overweight insert.

CAUTION: DO NOT JUMP INTO THIS STRATEGY, AND INVEST MONEY IN NEW ARTWORK, FILM AND PRINTING, BEFORE YOU’VE CONSULTED WITH AN EXPERIENCED INSERT BROKER!

I have put this challenge to several brokers and can recommend one who has special expertise in the placement of these very powerful types of inserts.
 

Proceed to Chapter 5...