The Pros and Cons of Insert Advertising

It was a great meeting. 

After presenting a comprehensive social and digital marketing strategy to hardware client, they were excited about the potential to expand their reach. As a result, they decided to sign a contract with us to implement that strategy.

Part of their plan was to reallocate their budget for mail inserts to focus solely on digital as they were not getting tracking from the mailers. 

But first, they had to decide to do with next month's inserts as they had already been printed. Instead of mailing them out one final time, they put those inserts in the newspaper. The result? The saw way more engagement with the inserts in the paper than they ever did with the ones they mailed.

So much so, they changed the initial marketing plan from digital only to include newspaper media. 

So why were the newspapers so much more effective than the mailed inserts? 

Because when people subscribe to a newspaper, they’re paying for both the news and the ads. They’re actively choosing to have the newspaper delivered to their home. With mail inserts, on the other hand, people didn’t ask for them—they’re sent without any consent. It’s no wonder so many end up in the recycling bin before even being looked at.

That said, even though digital is taking over in many places, inserts – newspapers or mailers – still have a ton of value, especially for the right campaigns and business verticals. And like all marketing, inserts work best in tandem with other marketing channels. 

Let’s break down the pros and cons of each type of insert, and where they fit in the sales cycle. 

Newspaper Inserts: 

Pros of Newspaper Inserts:

• Higher Engagement: People trust their local newspapers, and they’re more likely to engage with ads that are inserted into the paper. It’s like an endorsement from the newspaper itself.
• Cost-Effective: Newspaper inserts often come at a lower cost than direct mail, considering production and distribution expenses. They can also cost less than traditional print ads in the newspaper. 
• Longer Shelf Life: Newspapers stick around in homes longer, meaning your insert is getting repeated exposure over time.
  
  

Cons of Newspaper Inserts:

• Less Precise Targeting: You can target by location, but when it comes to demographics or behavior, newspaper inserts might not be as specific as direct mail.
• Clutter: Newspapers often have a lot of inserts, and your ad might get buried. You have to make it stand out to get noticed. 
• Changing media landscape: In Nebraska's larger markets, nearly a third of subscribers get the e-edition only, which means you might not hit the full newspaper audience in those markets.  

Something to think about: If a newspaper audience is one you're trying to target – and why wouldn’t you – people with disposable income, actively engaged in community and businesses – you need to look at more than just the cost. 

As noted earlier, in many cases, insert advertising costs less than placing print ads and depending on the insert size and papers, can help drive results. But they also may not be going to the entire newspaper subscriber list due to the rise of e-edition subscribers. In larger markets in particular, if inserts are part of your strategy, you need to combine inserts with your digital strategies to make sure you reach your target audience. 

Mailed Inserts

Pros of Mailed Inserts:

• Targeting Precision: Mailers allow you to target very specific demographics, making it an ideal choice for reaching highly segmented audiences.
• Personalization: With mail inserts, you can add personalized touches that might grab a recipient’s attention more than a generic ad.
  
  

Cons of Mailed Inserts:

• Higher Costs: Printing, personalizing, and mailing your inserts can get pretty expensive compared to newspaper inserts.
• Lower Engagement Rates: Since people don’t choose to receive them, many mail inserts end up getting tossed out without being read.
  
  

When to Consider Inserts in the Marketing Funnel

So, when do inserts make the most sense in your marketing funnel? Here’s a quick guide:

• Top of the Funnel (Awareness): Inserts are fantastic for creating awareness. Since people already trust their newspapers, your ad is more likely to be noticed compared to a random piece of mail that shows up uninvited. In Nebraska, this is especially effective, where a large part of the audience is still reading print editions.
  
  
• Middle of the Funnel (Consideration): If someone is already considering their options, inserts in newspapers can help push them to dig deeper. They’re already engaged with the content, and if your ad offers useful information or incentives, it can make them think more seriously about your product or service. Mailed inserts can also play a role here, but they need to be targeted carefully to ensure they don’t end up in the trash.
  
  
• Bottom of the Funnel (Conversion): If you’re aiming for conversions—whether it’s a sale, sign-up, or coupon redemption—both types of inserts can work. Newspapers can offer a sense of credibility, especially when combined with a clear call-to-action. Mailed inserts can also be effective for driving conversions, but they don’t always carry the same weight of trust as a well-placed newspaper ad.

Tried and true

The hardware store's journey showed that digital advertising is key, but print — including newspaper inserts — still has its place. Even with the rise of e-editions and digital-first readers, newspaper inserts continue to offer significant value, particularly when combined with other strategies. 

Whether you’re aiming to build awareness, drive consideration, or boost conversions, inserts are a tried-and-true tool that can help move your prospects through the funnel. The best approach? Don’t choose between inserts, print and digital—use an omni-channel approach to maximize your reach and impact.