Direct Mail Spotlight: Life Line Screening
Despite her hesitation, Mathe gave it the OK and is glad she did. Response rates have been 20 percent better than the next best control for Life Line. "It's just so, so unique that people can't help but open it," Mathe says. "And then, once you open the piece ... it just really invites the reader in."
Inside, Life Line hits home with its audience. Folding out into an 11" x 17" sheet, the letter uses large type, making it easy to read, and uses many best practices such as underlined text, bold subheads, short paragraphs, lists and a postscript. And the offer is clearly stated: "Life Line Screening will complete all 4 vascular screenings for only $139. ... That's less than what you'd pay for virtually any medical procedure - even one that's far less important than these screenings, which can literally save your life" (Archive code #585-672152-0902).
On the back, Life Line provides important health information and frequently asked questions, including ones regarding cost and insurance coverage. "We use the questions because they are very engaging," explains Mathe. "Those are the tough questions, the ones that you typically don't want to answer. But by putting them right out there, I think people respond favorably because they see that we're being straight with them. We come right out and say it's not covered by insurance."
With the spike in response, Mathe certainly plans to keep the translucent envelope in the control rotation. However, she hasn't incorporated the new envelope design into the other controls for a couple reasons. For starters, Mathe admits, she believes the package may fatigue a bit over time-lose its uniqueness, so to speak. Secondly, more cost goes into a package of this kind.
Still, Life Line Screening plans to continue to use it as long as it keeps working and may "leverage the uniqueness of the imagery in other marketing mediums," according to Mathe. But of course, Life Line will keep on searching for ways to enhance its direct mail and try to figure out alternatives that are a little lighter on the wallet.