One to Watch: An April mailing from Chase Insurance Direct proves that even when a company changes hands, a good control is a good control. This effort, a #10 package for term life insurance featuring an offer for a free quote, was first mailed by Zurich Direct in 2003. Zurich was later absorbed by One Life Direct, a Bank One company, which mailed the effort throughout 2004, unchanged save for the return address and company mentions in the letter and disclosures. Chase then acquired Bank One, and the Archive first received the Chase-branded version of this effort in May 2005 (Archive code #450-699655-0604).
The white outer features the teaser, “Revealed Inside: Three facts your current life insurance company does not want you to know. If you do not currently have life insurance, these three facts may be even more important.”
The legal-sized letter inside delivers on that promise, listing three “facts”—you may be paying too much for insurance, you can call Chase for a free quote, and buying a Chase policy is easy. Perfed to the top of the letter is a “Free Quote Request Form” that asks for some basic demographic information and then eight health and lifestyle questions about the respondent and his or her spouse. The back of the reply form highlights the four points of Chase’s guarantee—rates will not increase during the initial term, the policy is renewable, it can be converted into different policy, and holders can receive part of their payout if they become terminally ill. This guarantee is then reiterated at the bottom of the letter in a fact format.