True to form, mailings in the insurance sector didn’t stray too far from what’s worked in the past. The March mail in the Who’s Mailing What! Archive demonstrated the power of control packages, some of which have been successfully circulating since 2000. On the other hand, a couple of insurance mailers offered unusually high-end sweepstakes prizes within flashy, especially for insurance direct mail, packages.
In the general control region, Gerber Life Insurance Company had two, one geared toward children and the other, adults. The former asks on its #10 envelope outer, “Isn’t it worth $1 a week … to give your child a more secure future?” Inside, it follows up on that theme with a brochure that again asks a question that has only one right answer—an answer that may lead the prospect to Gerber Life. In this case, the brochure explains that for the “same” price, you can either hand your child a few new toys or the Grow-Up Plan. The cover letter further spells everything out, including blue highlighted text, and uses an involvement device of a small sticker that, once attached to the application, will earn the prospect’s child a free Certificate of Welcome (Archive code #450-174448-0703B).
The latter Gerber offer mentions on its 6˝ x 9-1/2˝ outer that this is a “new ADULT life insurance plan,” and on the back of the envelope, says that its plan is “An EASY way to help secure your family’s future.” Using a similar strategy to the above effort with its brochure, which leads with the statement that almost 50 million Americans don’t carry “enough life insurance,” a question is again asked that may get the prospect to apply: “Are you one of them?” If the prospect is unsure, the brochure goes on to ask a few simple questions that make it clear whether or not he needs more life insurance (Archive code #450-174448-0703A).