Insert Production and Shipping | Leon Henry Inc. | For Insert Media and Mailing Lists

INSERT PRODUCTION AND SHIPPING

An insert advertises your message and sells your product or service by mail and/or other insert media. It travels along with a variety of “host” vehicles such as merchandise packages, co-ops, ride-alongs, catalogs, statements, samples, etc. The insert can be an order-responsive device or serve as an information request. By selecting the appropriate type of vehicle (referred to as “the program”), you can target the audience which you feel will be the most receptive to your offer.

It is important that certain specifications and instructions are carefully followed in order to participate in this type of advertising.

SIZING AND FORMAT
Maximum size and weight for package insert programs most frequently is 5-1/2 x 8-1/2” and Ľ oz. (.25 oz.). [Maximum size and weight for statements, co-ops, and ride-along varies from 3-1/2 x 6” to 3-3/4 x 7” and from 1/10 to 1/5 oz. (.10-.20 oz.).] Many co-ops and ride-alongs can accept the larger package sizing. (Consult each program datacard for specifics.) Minimum sizes for all above range from 3 x 5” to 3-1/2” x 5-1/4”. All inserts must be machine-insertable. While some inserts are placed loose within a package by hand, many are pre-collated into an envelope and then packed with the merchandise, or pre-collated and stuffed into the co-op or ride-along envelope.

Various formats may be considered: single sheet, half folds, quarter folds, tri-folds, bang-tail envelopes, etc. Accordion and “Z” folds are usually not acceptable.

The typical insert uses 45-70 lbs. paper-weight stock, either coated or plain, depending upon insert size and format. If the insert or any part thereof is used as a self-mailer for order/request response, it must be of an appropriate weight and size to conform with postal machinery and regulation requirements.

KEYING
It is imperative that all inserts are imprinted with a key code (located within the response portion) in order to track the effectiveness of each program placement. This key may be any combination of letters or numbers that will best serve your monitoring needs.

Most advertisers find it helpful to key in set quantities for 10M, 25M, 100M or 250M depending upon individual and total program selection. Remember that for each key code used you should produce and ship an additional 1% - 2% total inserts for overages and spoilage on hand insertions, and anywhere from 3% - 10% on machine insertions.

FULFILLMENT
Lead times vary greatly, program by program, as to when your inserts must be received in order to be distributed in accordance with your requested time frame and their mailing schedules. Most programs require deliveries 30 days prior to distribution.

Some programs are able to begin inserting and distributing at any time, almost as soon as material is received. Others may require as much time as six weeks in advance of mail date for collation purposes. Consult the shipping information letter which we send you, order-by-order, for the appropriate date.

SHIPPING
Each carton of inserts must be marked with the following information (in addition to any info. specifically noted): name of advertiser, sample of insert taped to outside of box, quantity per box, total quantity, number of boxes, key code, number of boxes per skid/pallet, month/year of insertion. Boxes should also contain packing slips to verify this information.

In some instances, special packing and shipping instructions may be supplied to you. Usually your printer, fulfillment house, or service bureau will be sure that these directions are properly and completely followed. These instructions might cover the following: how inserts are to be bundled/banded and placed within carton, specs on carton weight and sizing, how cartons must be skidded/palletized, specs on skid/pallet weight and sizing. Each pallet should be 40” wide by 48” long with a 4” fork opening, and the material should be packed not higher than 42”. The skid should be banded or poly-wrapped.

SUMMARY
Once you have determined the type of vehicles which you would like to use for your insert placement, you can then prepare the best insert to meet those needs. It will be least expensive for you to develop an insert that is flexible enough so that “one size fits all.” Most programs do not charge according to weight, however (as long as you don’t exceed certain standards) you should produce the largest insert possible since it should not affect the rate you pay and may increase your response. Get the most BANG FOR YOUR BUCK!

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