How to Make Your Insert Media Stand Out
Explain Your Raison D'être
Despite all your peacockish attempts to be the biggest and the boldest insert in the package, the success of your insert may come down to its message. "The ones that stand out the most tend to tie the product in with the program or medium, with an endorsement or special offer," says Giordano.
Friesen suggests, "Make it clear to the customer why you're in there selling to them, and why [they] would want it. Try to link to the relationship that's already there."
It's also important to consider who's receiving your offer. At the most basic level, "Are you going to prospects or customers?" Friesen asks. Inserts in your own fulfillment package, notes Friesen, "can be really effective in cross-selling your own customer," and in generating new customers in gift-order fulfillment.
"A lot of larger players base the insert on the type of placement," suggests Bagdan. Some good examples of this appeared in a U.S. Postal Service new-resident change-of-address confirmation and "Welcome Kit." In this particular kit, AOL's insert featured a "Get Connected in your new home!" sticker, and Home Depot's insert featured the message, "You've just moved in."
Read This Other Important Consideration Now!
It's also important to think about the response you're seeking, says Guyer. "What I do is ask my clients to ask themselves what they want the consumer to do as a direct result of reading the insert—do you want them to call an 800-number, mail an order in, go to your Web site—and then craft your headline copy for what you want them to do," he explains.
Also, most experts say that, like most direct mail, your offer should be center stage as well.
Try on Your Customers' Shoes
One mistake marketers often make is ignoring the setting in which their package will be viewed. "For clients, the temptation is often to just run a version of something they're already mailing," says Friesen. "If you're going to use this medium, you've got to make sure you know how [your effort] will be perceived in this different environment, with all this other background noise." After all, you're not just in the mailbox with others, you're often in the same envelope with them.