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Using Invoices As Advertising Avenues

marketing through invoices

by Lynne Saarte

August 15, 2008

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Fuel costs are rising. Postage costs are rising. Your advertising budget is not rising.

You know direct mail campaigns work and you would like to continue mailing out postcards, brochures and other marketing materials, but the postage costs are wearing out your budget.

The solution: invoice inserts.

For a complete direct mail package to be sent to 1,000 people, you will spend between $200 and $600. Invoice inserts only cost about $5 to $15 per 1,000 people. That is reason enough to start sending catalogs, brochures and small inserts in the same envelope as your invoices!

Another reason invoice inserts work well is because the envelope is no longer a barrier to recipients getting your message. That is the problem with sending brochures or flyers in the mail – people will not get past the outside of the envelope. Invoice inserts solve that problem for you! Genius.

Here are some ways you can use invoice inserts as another marketing opportunity:

Test a new or updated product. When you have something new or if you have updated a product, a flyer or catalog tucked into an invoice envelope can get the word out to your current customers. You can even state something like “A sneak preview for current customers” onto the catalog or flyer if you’re only sending the new info to your current customers.

This will make them feel special and might give them the push they need to take a serious look at your product line. If you have already included the new product in your current catalog, do not waste your catalog printing budget by printing new ones directed to invoice recipients – just print some stickers to place on the cover of the catalog. The stickers should be in a contrasting color from the cover of the catalog to let people know this is a “sneak preview” or whatever you want them to know about your new or updated product.

Offer a discount on a product or service. A money-saving coupon is perfect to offset the feeling of giving up your money when you open an invoice! Just make sure your coupon is worth people’s while; do not make it 10% off a big-ticket item. This is the place for advertising your small- to mid-priced item that people can afford to buy after paying your invoice.

Watch the weight of the envelope. Anything over an ounce will cost you more in postage. But you can sneak in a small catalog, booklet or a few flyers along with the invoice and return envelope before going over that ounce limit.

Make it easy to order. Whatever you are advertising for should be easy to purchase. Include an order form on the back of your invoice return portion of the page or include an order form on the back of your advertisement. Make it easy for people to buy your item. Since you already have their billing information, you can consider just including a check box on the order form saying “bill me” so people do not have to worry about payment right away.

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