Layering Inserts With Solo Efforts for Bigger Results
Additional Tactics for Success
Marketers considering this layered media approach should work with their brokers to negotiate more favorable pricing when renting a list owner's postal and/or e-mail addresses as well as participating in any of its insert media programs, says Stanton.
Finally, don't forget to measure performance. To help track the effect of layered campaigns, marketers can use special URLs in their insert media that trace visits through to conversion, Stanton says, and then compare results to any rental lists for the same audience. While keycodes are standard elements in insert media campaigns, he explains, they also can get overlooked by consumers during the online checkout process.