What it isA card in somebody else's parcel, or your brand on the outside of the box.
How it's boughtDirect with a retailer or subscription box, priced per thousand parcels.
When it's the right buyReaches a person who has just bought something, holding a box, in a good mood — the best-qualified moment in retail, and one that the brand whose parcel it is gets to sell.
Lead timeWeeks — print and delivery to the fulfilment centre