Among auto insurance direct mailers, there are few companies that have so dominated the market as GEICO has over the last ten years or so. More than a dozen packages have been so successful that they qualify as "Grand Controls" (in the mail for three years or more). The latest campaign to reach this status offers a unique distillation of the traits that have worked so well for the company.
The first thing that grabs your attention is the teaser on the front of the #7-3/4 carrier envelope: "Inside this envelope is a simple way that you could save $500 on car insurance." Promises of saving money are hardly shocking. It's just that GEICO usually saves them for the letter inside. Ambiguous messages, such as "SAVINGS NOTICE" and "AUTO INSURANCE ADVISORY" are more typical.
The letter inside also is quite novel. GEICO's letters in recent years run no longer than two pages, and are nearly never accompanied by so much as a single buck slip. This one is a model of brevity: just four paragraphs, and only one of them longer than two sentences.
The intention of this extremely simple pitch is to focus the prospect on the call to action, which appears in the second paragraph and is repeated in the third: "go to geico.com, contact your local GEICO office, or call 1-800-947-AUTO (2886)." A postscript calls out a QR code as another way to get a free quote, but that's all folks. The heavy lifting — touting the company's customer service record and reputation, or explaining policy protections — is left to the other response channels.
For a company whose branding (the gecko being the best-known) is so pervasive across many short-attention media, the success of direct mail like this shows that, in the right instances, short copy works just as hard.