Gerber’s Mail Lays Out Facts to Drive Action
Starting with its outer envelope, this direct mail piece takes a different tack than others from this company.
Mailer Name: Gerber Life Insurance Co.
Date Mailed: May 2016
The usual offers for the company’s whole life “Grow-Up” insurance plan are all soft-sell. In recent years, they’ve been mailed in pink-and-purple envelopes with testimonials from moms appearing on both sides. Both tactics continue on the letter inside, which flatters parents who care enough to provide for their children’s future.
This effort, though, skips the letter. Instead, it relies on four infographics to make its main argument – that insurance doesn’t have to be expensive.
First, the reverse face of the #10 envelope borrows some of the elements of the $1 bill design. “What do parents spend money on?” its headline asks. It shows a breakdown of costs for items like “Health Care $20,130.” At bottom, the grand total for 18 years is nearly $250,000.
Next, the first infographic on the sheet inside uses results from an opinion survey to describe public misperceptions. For example, “63% think life insurance is too expensive.” The graphic on the right deals with the cost issues and objections raised in the survey. It illustrates how the company’s plan works and saves money.
The other side of the sheet starts with a flow chart designed to demonstrate why families need coverage. At the starting point, it asks “Are you human?” The page also lists five features of the policy, and details how they benefit the child and/or parents.
Finally, the application form reveals that the parent receives a growth chart from Gerber. The other side includes another chart, also designed to ease money fears. This one spells out monthly premiums for various coverage amounts for a child from birth to age 14.
Even when using lots of facts and figures to your advantage, make sure they support an emotional motivation.