Inserts "Play Well" with Other Media

MANY COMPANIES rely solely on online marketing channels to drive their online sales. What they many not realize is that even their most profitable acquisition channels will eventually see diminishing returns. Therefore, the last dollar they spend on their best online channel may not perform as well as the first dollar they spend on a new channel such as inserts media.

Insert media is a great tool to build brand awareness and drive customers to the Web. It is generally more cost effective than a solo mailing since you pay to ride-along with other advertisers. In addition, insert media programs often publish the demographics of their target audience so you can look for programs with an audience that resembles your customers or tailor your marketing message to a specific audience. With any new channel, it's best to start slowly with a few small campaigns so you can test and learn.

When starting to test insert media, it's important to look for programs with high "open rates" to ensure your advertisement will be seen.

A good way to track inserts is to create a unique URL extension for each individual campaign. Another way to track a campaign is to include a coupon code on your insert that the customer must enter online during check-out in order to receive a special promotional discount.

Lastly, companies track inserts by adding a multiple-choice question to their online check-out process, such as "How did you hear about our company?"

THE TAKEAWAY

Inserts are a great offline tool to drive your customers online.

Author: Ellen Sante-Dubs Offline marketing manager, VistaPrint