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For any advertiser that is focused on direct response, the issue of category exclusivity is always an important one.

You can have the best creative and the most enticing offer in the market, but if your target audience is also exposed to an offer from one of your category competitors, your message will inevitably be diluted.

At Connections, we take the issue of category exclusivity very seriously. For us, it is important in two key ways:
1️⃣ Maximizing advertiser ROI – ensuring that our advertisers get the most from their investment, whether that means new subscribers, app downloads, or hitting KPIs.
2️⃣ Protecting retail partner experience – consumers love receiving offers with their e-commerce deliveries. It makes them feel valued and rewarded. Multiple brands in the same category dilute that feeling.

If you are interested in trying package inserts as a new acquisition channel in 2026, get in touch with Connections – we’d love to help you make that happen!