News
 Why
Consumers Love Getting Preprinted Inserts
Good news for direct mailers – consumers love
reading preprinted inserts. And the best part – they
buy stuff from inserts.
A recent study conducted by research firm Ipsos
Insight and sponsored by marketing and media firm
Valassis, revealed that consumers have an “emotional
connection” with preprinted inserts, with 59 percent
of preprint users saying they simply “love” reading
inserts.
Apparently, inserts has the “it” factor. The study
shows that 73 percent of consumers believe inserts
are not intrusive like other advertising media. This
is because consumers can view them when they choose
and on their terms. For the advertiser, this means
consumers are receptive to inserts because they have
chosen to engage with them. Reaching them at the
right time is important because gaining the
consumer’s attention leads to action.
The study also reveals that 87 percent of
respondents said they would actually visit a store
and 70 percent said they would buy the item
advertised in the insert, as well as additional
items. Preprints are found to resonate with the
consumer, driving incremental traffic with store
visits and increasing the basket sizes with impulse
purchases.
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Melissa Data
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