Delta Dental’s Mail Addresses Customer Pain
Dental insurance can be complicated, but this direct mail pieces manages to make things easier to understand.
Mailer Name: Delta Dental
Date Mailed: April 2013-November 2015
The country’s largest dental benefits carrier offers a plan that’s designed to appeal to confused consumers. And it does so with a folded self-mailer that includes both a letter and plenty of sales copy.
“No dental insurance? No problem,” reads the teaser on the outside front panel. It lists a few bullet-pointed benefits that “will have you smiling in no time!” When unfolded, the first vertical spread opens to an 8-1/2”x12” letter. In the Johnson Box, it promises a plan “that takes the worry out of going to the dentist.” Each of the subheads breaking up the copy support the company’s “Clear Plan” with different benefits.
For example, the plan is “easy, simple and predictable – with no worries.” Costs are “all spelled out for you … no guessing, no waiting, no wondering.” It also talks about the coverage: “Use any participating in-network dentist you want.” To get a free quote, the call to action directs the customer to a special landing page or a toll-free phone number.
When fully opened, the two-page inside spread engages the prospect with selling points from the letter, as well as picture of smiling, happy families. The left page focuses more on costs, advising them to “Protect your wallet.” It reminds them of how this plan is different from others, thanks to feedback from consumers. The right-hand page shifts the focus to service. It zeroes in how “benefits begin the very first day you’re covered; there are now waiting periods.”
Give your prospects some peace of mind by dealing with one pain point as soon as possible.