Media: Insert Success Here
You've heard that insert media combats rising postal costs and falling response rates. But how can you make it work? Read on to find out how three businesses used insert media to land new customers.
Boardroom Inc.: Boosting its Bottom Line With Insert Media
Millions of people wonder how to be more effective at work, how to manage their money, how to save for their childrens' educations, which foods are healthy and which aren't. These people turn to Boardroom Inc. for answers.
Boardroom Inc. is a 30-year-old publisher of newsletters and books in the areas of personal finance, health, travel, retirement and tax issues. The company offers four newsletters: Bottom Line/Personal, Bottom Line/Health, Bottom Line/Tomorrow and Tax Hotline. "We sell all of our products by direct mail and direct response," says Michael Feldstein, director of alternate media. "We don't sell advertising in our newsletters, so we're totally subscription-based." Boardroom's newsletters have more than one million subscribers combined.
Boardroom started using insert media in the early 1990s. "We look at it as a nice alternative source of subscribers," says Feldstein. "Direct mail is still our bread and butter, but we use insert media as a way to generate additional subscribers and sales."
One successful insert media campaign was conducted with American Airlines through its AAdvantage customer loyalty program. Every month the airline sends a statement to its several million active members showing them how many miles they've accumulated in the past month, and how many total miles they have. Frequent flyers are a perfect target audience for Boardroom's newsletters. "Our customers tend to be older, and they do travel a lot," says Feldstein.
Boardroom worked out a deal with American Airlines to offer the airline's customers 500 miles if they paid for a subscription to Bottom Line/Personal. Boardroom adapted its existing direct mail piece to fit into the American Airlines statement envelope and to include the bonus miles offer. The insert was a 5˝ x 7˝ piece folded into four panels with a red, white and blue motif to match American Airlines' colors. The American Airlines logo on the piece implied endorsement from the airline.