Insert media have been around for nearly 50 years. Back when they were known as alternative media, they were primarily a vehicle for low-end offers, inquiries, and continuity offers. Times have changed, of course; here are some trends worth looking at that may determine the future of insert media.
The consolidation in the list industry continues. Six months after buying Peterborough, NH-based list firm Millard Group, Omaha, NE-based InfoUSA is at it again
The good news: Comailing your catalog reduces your postage dramatically, which can enable you to prospect more, allow you to mail deeper into your house file, or simply improve your bottom line. The better news: printers are changing their mail pooling requirements to allow many more catalogers to save via comailing.
Life-changing events
You attend a lot of meetings. The question always come up,
If you ask John Lenser, the old adage “You can lead a horse to water, but you can’t make him drink” applies directly to the unique names you are prospecting to. You can mail to every name you rent, but some of those prospects will never respond.
With fall and holiday planning well under way, how do mailers get more out of the cooperative database, increase response rates, and find new sources of prospecting names? Here are several advanced tactics: