Good news for direct mailers – consumers love reading preprinted inserts. And the best part – they buy stuff from inserts.

A recent study conducted by research firm Ipsos Insight and sponsored by marketing and media firm Valassis, revealed that consumers have an “emotional connection” with preprinted inserts, with 59 percent of preprint users saying they simply “love” reading inserts. 

Apparently, inserts has the “it” factor. The study shows that 73 percent of consumers believe inserts are not intrusive like other advertising media. This is because consumers can view them when they choose and on their terms. For the advertiser, this means consumers are receptive to inserts because they have chosen to engage with them. Reaching them at the right time is important because gaining the consumer’s attention leads to action. 

The study also reveals that 87 percent of respondents said they would actually visit a store and 70 percent said they would buy the item advertised in the insert, as well as additional items. Preprints are found to resonate with the consumer, driving incremental traffic with store visits and increasing the basket sizes with impulse purchases.