Direct mail inserts may not possess the bells and whistles of your typical marketing package but it is a powerful and cost effective method that delivers your message directly into the hands of potential purchasing customers.
Dean Rieck of Direct Creative Blog, in a recent article, states that there are three advantages to direct mail inserts:
- People are more likely to buy something after they have bought something else.
- The cost to print and distribute inserts are less expensive than solo mailings.
- You can target your message to buyers of a specific product type.
We also see three additional benefits not mentioned by the article:
- Direct mail inserts can be distributed in almost any size, shape or type.
- Inserts are delivered into the home of consumers who have bought related products or subscribed to received specific products.
- Your message will receive increased exposure and more prominence as it will stand alone within a shared package.
Direct mail inserts can generate extra income for advertisers and the companies that offer to include inserts in their packaging, but what are some elements of an effective mail insert?
Dean suggests that these following guidelines be used to help acheive your insert goals:
- For lead generation or inquiry offers, it is best to focus on one product and one offer.
- Your insert should have a strong headline, accompanied by lots of copy and photos showing the product in action.
- You should include features and benefits of the product along with testimonials and a gaurantee.
- Some kind of call to action should be included in the insert. It could be a reply card and/or phone number and website.
