Privacy-Conscious Check Marketer Plans Insert Program

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Though it ceased renting its customer file more than a year ago for privacy reasons, check and address label direct marketer Checks in the Mail decided that it could bring in revenue, accommodate fellow marketers and respect consumer privacy by starting a package insert program early next year.

"When Checks in the Mail discontinued the rental of our customer list, many of the companies who had used our list previously asked us for an alternative way to market to our customer," said Cheryl McDougald, executive director of marketing at Checks in the Mail Inc., New Braunfels, TX. "We began exploring opportunities, to not only bring additional revenue to the company but that would be a value add for our customers and help to deepen our relationship with the customer."

The firm took its file off the list rental market after customer surveys indicated that privacy was important to its buyers.

However, Checks in the Mail began researching the offering of a package insert program in the second quarter of this year. After reviewing several proposals, it chose AM/Direct, the insert media division of Millard Group Inc., Peterborough, NH, to manage the new-to-market program.

The program begins in January and is to consist of 4.5 million packages for 2004. The cost of the program is $60/M. Millard suggests it for insert offers such as collectibles, book clubs, credit cards, insurance, continuity clubs, subscriptions and catalog requests.

"We believe that by accepting package inserts that appeal to our customers, it will add to the customer experience without infringing on their privacy," McDougald said.


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