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Q: What types of statements allow inserts? Q: What are the specific benefits of this media channel? Q: What type of advertisers have been successful in billing statements? Q: How much circulation should I test in billing statements? Q: What is the lead time required for booking statement inserts? Q: What is an average response rate for statement inserts? Q: Can I state select within the file with statement inserts? Q: What are the standard specifications for statement inserts? Q: What are the benefits of running on a bangtail? Q: Can Echo Media do my statement insert printing? Q: Who owns the customer names acquired from billing statement orders? Q: What about outbound marketing efforts in the initial product shipment? Q. What is a billing statement insert? A. A billing statement insert is a third-party advertising piece that mails via First Class inside of outgoing statement envelopes, otherwise known as “bills.” top Q. What types of statements allow inserts? A. The largest circulation in this channel is in credit card statements, but there are many other billing statements to choose from, as in the following:
Q. What are the specific benefits of this media channel? A.
Q. What type of advertisers have been successful in billing statements? A. Collectibles, such as coins, stamps and dolls. Continuity programs, such as book clubs and music clubs. Accessories, including jewelry and personalized items and gifts. Consumer electronics, such as radios, stereos, CD Players, home theater systems and headphones. Subscription offers, including newspapers and magazines. top Q. How much circulation should I test in billing statements? A. An average test circulation for statement inserts is 500,000 or full file, whichever is smaller. Smaller files may be willing to allow tests in quantities of 250,000. top Q. What is the lead time required for booking statement inserts? A. 90 days is a comfortable lead time for booking statement inserts; although, remnant insert space can be booked as late as one month out, assuming production schedules and delivery deadlines can be met. top Q. What is an average response rate for statement inserts? A. Response rates vary based on product offer, price point, creative and timing. The near 100% opening rate should enhance response, but there are no hard and fast rules as to what to expect. Testing different offers is actively encouraged. top Q. Can I state select within the file with statement inserts? A. Or major credit card files, the answer is no, but there are smaller files that have geographic concentrations. Advertisers wishing to test the statement channel in specific geography may be interested in utility files, long distance statements, cable billing statements and newspaper subscriber billing statements, all of which can be purchased by geography. top Q. What are the standard specifications for statement inserts? A. There are several options for advertisers, including one-panel, two-panel, three-panel and bangtail advertising. For details on statement insert sizes and specifications, please read Statement Production FAQs. top Q. What are the benefits of running on a bangtail? A. Bangtails require recipient interaction. There is a need to physically handle the ad in order to mail back the bill, forcing review of the ad content. For a detailed description of how bangtails work and how bangtail orders are executed, click through to the Bangtail FAQs. top Q. Can Echo Media do my statement insert printing? A. Yes. Echo Media can print any format of statement advertising. top Q. Who owns the customer names acquired from billing statement orders? A. The statement owns the names, not the advertiser. Similar to a one-time-only list rental, third-party advertisers can use the name for a one-time opportunity to acquire a sale. With names form statement companies, advertisers can not use the name more than one time regardless of whether or not the person has responded to the offer or purchased the item as a result of the first effort. Statements (mostly credit card issuers) do not allow advertisers to build a list off of the acquired new customer names. A credit card company will usually require third-party advertisers to suppress acquired names off of list rentals or re-marketing efforts once they are acquired by the advertiser. For many direct response companies this is a challenge that can not be overcome. Flags to suppress acquired names need to be maintained in the customer database. top Q. What about outbound marketing efforts in the initial product shipment? A. Any re-marketing efforts need to be cleared by the file or issuer prior to distribution to the customer name. No third-party advertising, not belonging to the advertiser, can accompany the outbound initial shipment. This means that, no PIP or RAL information can be inserted along with outbound shipments of product sales generated from a credit card statement. top ©2005 Echo-Media.com. All rights reserved. Media properties represented on this site are not owned by Echo Media. Site Map |