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How to Create a Successful Insurance Mailing

Posted by Emily Hegland on August 27, 2021

Insurance: it’s one of the most complex industries out there.

With all the intricate information about plans, premiums, benefits, and beyond… well, it can be hard to wrap your head around.

This is even harder to do when your goal is:
• Get people to open your package… then read it
• Communicate with them in the simplest language possible
• Inspire the reader to take action

It’s a difficult challenge, but worth the effort. 70% of customers prefer to receive information about healthcare and insurance through the mail. When it comes to the insurance industry, direct mail continues to outperform every other channel, including digital.

But what makes an insurance direct mail package successful?

Let’s break it down, using one of J&C’s success stories:

J&C_Humana_Bumpers
1. A compelling outer envelope

Remember, our first goal is to get the package opened. You don’t want to end up in the trash with the rest of the “junk mail.” That’s where an eye-catching outer envelope comes into play.

Typically, the insurance industry lends itself to an “official” approach. A #10 envelope stands out — not because it’s different, but because it is standard. It looks like it shouldn’t be thrown away.

Personalization helps, too. According to Fundera, adding a name to your direct mail piece can increase response rates by 135%.

2. A convincing letter

The design should be clean, simple and directional. It should guide the reader through the package. Looking at current direct mail trends, many insurers are leaning into simplicity. That’s why you’ll see a lot of white space in many packages, a departure from the jam-packed mailings of the past.

The copy should be short and concise. Avoid large chunks or paragraphs. Instead, break up the copy in to short, “snackable” pieces. After all, short copy is having a moment in direct mail. And insurance is no exception.

Easy ways to break up blocks of copy include:
  • Use bold subhead to communicate the main points
  • Explain benefits in bulleted lists
  • Add details in a side rail
  • Illustrate copy with line-drawn icons
  • Use call-out boxes to bring attention
  • Include a P.S. (people always read the P.S.)

And speaking of the call-to-action, it should be the biggest, most eye-catching thing on the page. You don’t want your audience hunting for it. In fact, try to get the phone number or URL in EACH third of the letter. Make it prominent in the top third, mention it in the body copy to get in the middle third, and anchor the piece with the CTA at the bottom.

3. The right audience, at the right time

Use data to your advantage. You can segment and personalize direct mail based on simple demographics, sure. But you can go beyond just that.

Insurance is an industry that aligns with different stages of life. A young driver needs car insurance… new homeowners starting a family need home insurance… folks in their sixties age in to Medicare. Meet your audience where they are. You can trigger a mailing about home insurance to new movers, complete with home images, boxes, families… whatever your audience may relate to. For older folks, bump up the type size so it’s easy to read. You should always understand where your audience is in life and meet them where they're at.

J&C helps direct marketing professionals create highly responsive direct mail campaigns that generate improved response rates, more revenue, and better ROI. And it’s all done using our proven philosophy. Our mission is to shatter response rates for financial, insurance, and any other companies in the regulated and restricted products market. To learn more, get in touch with J&C today.

 

 

Topics: Direct Marketing, Insurance Marketing, Direct Mail

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