Another insert shows a happy couple on its front, and backs up the other benefits of the extension. When opened to its full 11" x 8-1/2" size, it uses three panels to answer typical questions about the warranty, restating the points made in the letter. Customer testimonials are on another panel, and the back one repeats the money-back guarantee.
The simple reply form, perfed to the bottom of the letter, is also dominated by the color red. It's designed well, clearly spelling out the annual cost of the warranty, with coverage options for one, two or three years, as well as for a payment plan. The main checkbox also helps close the deal by reminding the customer of the 10 percent discount built into the plan's price. Smartly, the Terms & Conditions aren't found on the form — they're spelled out on one side of a buck slip that again shows the high cost of appliance repairs. Moving the fine print there means one less interruption to closing the sale.
Paul Bobnak is the director of the Who's Mailing What! Archive. He can be contacted at firstname.lastname@example.org.