Alternate Options (2,181 words)
With the printing costs, insertion fees and shipping costs, statement stuffers usually run about $40/M.
Besides the statement stuffer options available in the U.S., there are also opportunities for marketers interested in testing internationally to use this medium in Canada and the U.K.
There are several different options to consider when preparing your message for a statement stuffer. These options include a 3-panel, 2-panel, 1-panel and bangtail envelope. How you want to receive your response and how much money you want to spend will probably dictate your choice.
The bangtail is perfed off and rides back with the statement, while the 3-panel converts into a self-mailer. The 1-panel needs an inbound 800-number to be in place, as there isn't enough room to supply more information. Because most statements are mailed in small envelopes, your insert must be no larger than 31⁄2˝ x 61⁄2˝ to fit in the envelope.
Ride-alongs are inserts included in a package sent to a company's customers. An example would be an insert included in a continuity club's monthly mailer. According to John Ahern at American List Counsel, there are several good reasons to try ride-alongs. First, ride-alongs are going to direct mail responsive customers. These individuals have chosen to receive these mailings and they are more apt to open this mail, especially since account information is enclosed.
For example, with a BMG mailing, customers need to open the envelope and reply to whether they want to receive the featured selection. Only BMG members in good standing—those who have already bought and paid for the agreed amount of CDs—are sent ride-alongs.
Further, the prospect already has a relationship with this company, so putting your offer in the envelope implies an endorsement from the mailer. Finally, ride-alongs are an effective way for a company to get the word out to a lot of people for a low price. Customers of BMG clubs, for example, receive two mailings a month, which go out to 5 million members.