Customer Reviews Highlight People’s Trust in Direct Mail
People want to save money on insurance, but as this direct mail piece shows, also want great service. Are both possible?
Mailer Name: People’s Trust Insurance Co.
Date Mailed: March 2016
Starting with the front of the 6”x9” envelope, People’s Trust wants to put its prospect at ease. “Relax, there’s a Better Way to save on home insurance,” the teaser says. And, to drive home the point, it shows a person viewing the company’s website on their tablet while in a hammock.
The single-page letter inside explains how the company makes it work. “Our better way is lowering premiums and simplifying the recovery process,” it claims. The insurer streamlines repair steps by using a single general contractor. This “also eliminates much of the frustration of dealing with a claim,” an important emotional benefit.
The back of the letter focuses on five substantial policyholder testimonials. Certain short phrases are bolded to emphasize either a key selling point or a feeling about the insurance company's people. For example, one rave mentions the “quality of the workmanship.” A “pleasure to deal with,” gushes another. For further reassurance, an endorsement from a financial stability group appears near the bottom, above the call to action section.
Long customer testimonials add credibility, especially when grouped in one place in a direct mail effort.