Peter Gelb

We've commented before on the weaning of inserts from direct mail packages. The quarter-inch thick envelope package, jammed with elements, seems a thing of the past. But inserts, or buckslips, are far from extinct. In fact, those marketers still using them have very strong reasons for doing so, as these pieces can provide strategic support to the sales message in your main elements. For example, Consumers Reports includes an insert in its #11 envelope control that drives home the point of how consumer product knowledge helps shoppers get the best buys for their money--the main benefit exhorted in the sales letter (202CONREP1201). The insert

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