Chartis Uses a Shape Mailer to Lure Prospects In
"Insurance isn't something people typically wake up in the morning thinking about, so delivering our message in an eye-catching manner is crucial," admits Wood. "We want to compel the recipient to read it."
By all accounts, that's exactly what this mailer does. Though Chartis doesn't release individual mail piece results, Wood did share that the response is more than 2.5 times greater with this package than when the exact same image and message is produced on a 6" x 9" postcard. That response is measured in two ways. The mailer has an 800-number to call, so one way response is gauged is through phone calls received.
"We also have the ability to track when somebody that we've mailed something to receives a quote from us," says Wood. "So we do a little bit on the back-end side to see whether people are responding by going to their own insurance broker versus responding through our response mechanism."
Chartis has no plans of pulling this control anytime soon, but as sound direct marketing tactics would dictate, it is always looking for ways to beat its controls. With that in mind, Wood discloses that Chartis will be testing a format it calls "missing object, where there's going to be a large, sort of similar size to this — we haven't decided which kind of stock we're going to put it on yet — but it'll have a die-cut image taken out of the middle of the piece itself," says Wood. "So if it's a homeowner's insurance mailer, the home will be cut out. ... If it's going after artwork, the piece of art will be cut out. And we'll talk about what might be missing in their insurance program and how we can help fill that piece that's missing."
Regardless of the results, Chartis will continue to push the boundaries of the outer design to make the look and feel stand out among the crowd.