What is the best way to reach your audience and create a relationship with them?

 

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The range of costs for co-ops is so broad that it's impossible to set an aver-age price. The following are some other, lesser known, co-op opportunities. Package inserts are good if you don't know exactly how long it will take for them to send out all of your inserts, but most companies can tell you the average number of packages they mail in a week. Obviously, a package insert is sent to as recent a customer as possible! While you can't select a monetary level, you can find out what the company's average amount of sale is.

 

You don't have to worry about bad ad-dresses on lists; you get an almost 100 percent delivery rate. Perhaps best of all, you know your piece will be delivered to people who buy through the mail.

 

When you find a list that satisfies your requirements in other ways, if it has a substantial list of companies that have bought continuations, then the list is probably a good choice for you. 52 Buying, Creating, and using lists for fun and profit other sources are often used by retailers, service firms, and self-employed professionals such as accountants or dentists to reach a certain geographic area, without regard to other characteristics of the residents. Some compiled lists give you additional information about the people, such as demographics, automobile ownership, and other factors, but the lists do not tell you if the people have responded to a specific type of direct response offer.

 

 

 

Your offer also receives an implied endorsement simply because it's contained in the other company's shipment. Furthermore, you pay no postage, just a cost per thousand that's on a par with many list prices. You don't need an outside envelope, the services of a data processing bureau, or a letter shop to stuff your direct mail and take it to the post office.

 

Sound too good to be true? Now for the negatives. You may have competition in the box, because companies can include multiple inserts, including their own catalog, which will siphon attention from your information. Your inserts are mailed on an irregular schedule and you don't know where your insert will be in each box, Jiffy bag, or other outer wrap. Selects are usually not available. You study the company's customer profile and take it or leave it.

 

Inserts are listed in SRDS directories. For example, insert opportunities are available in packages containing carry-all bags for new mothers, fishing gear, backyard cooking equipment and gas grills, and gift assortments of fruit. While response rates for inserts are often well below those for separate direct mail, an implied endorsement from the right company could build your prestige and collect orders at the same time.

 

Typical costs of package inserts are $40 to $60/M. A co-op mailing contains offers from a variety of companies, usually collected by one vendor and mailed to a specified list or lists. The advantages for a small business are that you can reach a large audience for a fraction of the cost you would pay to send out your own separate direct mail and that you can usually look as good as larger companies.

 

Here are the positives: Remember the RFM list criteria?

 

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