Direct Mail Marketing

7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit

Headshot of Wendy Montes de Oca
By Wendy Montes de Oca

Sure, fulfillment and inserts aren’t as sexy as other forms of marketing, but they can be viable ways to bring in steady, ancillary revenues.

I’ve seen some online publishers bring in hundreds of thousands of dollars with a carefully thought-out insert program. For instance, taking a direct mail control piece and adding it in customer fulfillment packages as an insert. A no-brainer, right?

Wrong! You’ll be surprised how many businesses are leaving money on the table by not doing this.

Are you leveraging your fulfillment kit? Do you have a strategy for your inserts?

Here are some simple ideas, when applicable, for print and electronic fulfillment that help encourage sales (cross-sells) and help customer lifetime value:

  1. Personal Welcome or Thank You Letter (whether it’s for newsletters, products or services.
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Headshot of Wendy Montes de Oca

Wendy Montes de Oca

Often referred to as the 'marketing maven' by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].

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