September 30, 2004
Effective Inserts
Marketing inserts are a great way to leverage the money you spend on receipts and product fulfillments. A recent Direct Marketing Association seminar outlined several attributes of a good direct mail insert.
? Strong headlines that instantly position the product and identify the target audience;
? An offer that is presented as early as possible and repeated throughout the piece;
? Concise copy;
? Design and graphics that lead the reader's eye to the order and/or call to action;
? Order devices that are easy to fill out, easy to cut out and easy to return;
? Creative that dramatizes the offer; and
? Involvement devices such as stickers and scratch-offs that draw attention to the call to action.
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