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Article: Leave room for a 'bonus' insert.(Direct Mail Essentials)
- Article from:
- ABA Bank Marketing
- Article date:
- October 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When you are sending a promotional mailing in an envelope, you can often improve your response rate by adding one more insert, such as a bonus offer or an expanded explanation of your primary offer.
Two basic types of supplemental inserts are the buck slip and the lift note. They enhance your sales message by adding information or expanding the offer to entice readers who are interested, but not quite ready to respond. Here's how they work
The buck slip
This insert derives its name from its size: about the same as a dollar bill. It can be used in several different ways, but it commonly takes the form of a coupon.
Take the example of a ...