Leave room for a 'bonus' insert.

• Author: Turner, Jim
• Position: Direct Mail Essentials

When you are sending a promotional mailing in an envelope, you can often improve your response rate by adding one more insert, such as a bonus offer or an expanded explanation of your primary offer.

Two basic types of supplemental inserts are the buck slip and the lift note. They enhance your sales message by adding information or expanding the offer to entice readers who are interested, but not quite ready to respond. Here's how they work

The buck slip

This insert derives its name from its size: about the same as a dollar bill. It can be used in several different ways, but it commonly takes the form of a coupon.

Take the example of a mailing for a home equity line of credit. In your cover letter and brochure, you might make an offer of a teaser rate for the first six months, followed by the prime rate (or some index to it). The buck slip might offer a cash payment (perhaps $50 or $100) towards the first month's interest or a reduction in closing costs if the reader applies now.

Or, for free checking, you might include a buck slip offering online bill payment at a reduced price or free for a specific time period. For a mortgage loan, you might include a buck slip for an "appraisal at no cost." in selling trust services, you might include a coupon offering a free 45-minute consultation without obligation.

While each of these bonus offers could be written into the cover letter, the buck slip grabs the readers' attention after they have read the primary offer. It draws the eye because it is a separate piece, typically with graphics somewhat different from the other inserts. For example, it might be printed with a different color ink or paper.

The lift note

The lift note gets its name from its function, that is, to "lift" the response rate of the mailing. The note can be done in a variety of styles varying with the product or the offer. You may have seen the lift note used in the publishing industry to market magazine subscriptions or book clubs. Typically it's a message from a high-ranking officer of the company, other than the signer of the cover letter, asking, "In case you have decided not to respond, please read this," or similar wording.

For example, a...