White paper: A discussion as to the viability of statement white space as an advertising medium…
WHY BILL INSERTS KEEP FAILING (AND WHY WE JUST CAN’T STOP DOING IT) Breathing new life into the statement as a way to sell to customers!
It just makes sense doesn’t it? Piggy-back on the company’s cost of printing statements, the marketing team’s supposed ‘free’ medium to communicate to customers, cheap cross-sell, retention communications… it’s a lot cheaper than dm or advertising. It’s even almost as cheap as edms, plus it helps to bulk up integrated campaigns.
Fantastic. Mecca for marketers. But it doesn’t really work does it? We all know we can’t really measure its effectiveness and we know that the average response rate to inserts is around 2%. That’s 98% of every insert mailing in the bin. Oh the trees! Oh the wastage of paper and marketing budget! Oh the unmet targets! Oh the happy printers, designers and agencies!
Download the complete White Paper here
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