In April, controls dominated the insurance sector, a fact that’s not all that surprising considering these repeat mailings accounted for 64 percent of the insurance mail the Who’s Mailing What! Archive received in the first quarter of 2006.
GEICO, for one, mailed control efforts in two separate categories—one for the company’s ubiquitous auto insurance and one for its property insurance arm. The auto insurance effort stands out for its simplicity. The #7-3/4, plain white envelope includes only a single-page, double-sided letter that pushes GEICO’s free quote service and its ability to save customers up to $600 per year. Typically one to use a myriad of mail tactics, such as plastic cards, eye-catching graphics, and snappy taglines, GEICO seems to have found success with this plain-jane effort, which has appeared in the Archive steadily since May 2005 (Archive code #420-171960-0604A).
Seen a little less frequently—since November 2005—is GEICO’s mailing to auto policy holders promoting property insurance programs. A glossy, full-color photo of a mom and two kids covers the front of the #10 envelope, which holds a one-page letter and a brochure outlining the programs available, such as homeowner’s, renter’s, mobile home and condo insurance (Archive code #445-171960-0604B). Neither effort includes a reply device; instead respondents are pushed to Web sites and toll-free phone lines.
Peoples Benefit Life Insurance Company also was in the mail with two controls in April; both of these long-term mailings qualify as Axel Andersson Grand Controls for appearing in the Archive for more than three years. One, an in-line produced, 9-1/2” x 9-1/2” snap-pack mailing for its Accidental Death & Dismemberment program, first showed up in the Archive in March 2002. The outer is an official-looking, brown envelope featuring a faux bar code. The one sheet inside is a short letter, designed to look as if it came from a dot matrix printer, perfed to a larger “Enrollment Form.” While the letter focuses on the monthly cost and potential payout of the program, the back of the sheet outlines coverage available and includes all of the necessary disclaimers (Archive code #410-637548-0604).