Two other grand controls use a more traditional approach. Offering professional group and disability income insurance, General Agency elevates the #10 envelope into need-to-open territory with a “From the Office of” return address and a live stamp (rather than an indicia or metered postage). Could it be a check, or a lawsuit? You need to open to find out. Inside, it stays old-fashioned with its brochure and reply form, as well as a cover letter that emphasizes its long-standing history (Archive code #430-178470-0703).
Home Mortgage Group mixes some new in with the old. It uses the once-traditional 5-1/2˝ x 8-1/2˝ envelope with two long, horizontal windows. While one window simply shows the prospect’s address, the other relies on personalization, including using the prospect’s first name as well as his mortgage bank. A certificate-like blue border and “response due by” technique also are employed (Archive code #430-171744-0703).
AIG Travel Guard greets the prospect with three shiny white cruise ships in crystal-clear island water on its 6˝ x 9˝ self-mailer outer; on the inside, it says “bad vacations can happen to good people” and details its travel insurance and assistance programs, along with a “Create-A-Cruise giveaway” sweepstakes (Archive code #455-179427-0703). With its colorful 6˝ x 10˝ self-mailer, AAA Insurance focuses on a sweepstakes for a 2007 Ford Edge and a free $10 gas card for getting a free auto insurance quote—and uses only one inside page for a bullet-point list of AAA Insurance benefits. Can you say soft sell, with plenty of fuel? (Archive code #420-182432-0703B)
One to Watch: Geico
A high-volume mailer, Geico flooded the Who’s Mailing What! Archive with 15 efforts in the first quarter of 2007 and 21 in 2006. Most were standard issue, yet one from each quarter was from an affinity marketer: Montclair State University Alumni Association. Yes, you read that right: a university struck up an affinity relationship with Geico. Universities typically don’t enter into such affinity relationships with auto insurance companies, and Geico has done very little of this type of marketing—so it’s an unusual mailing in two significant ways (Archive code #420-171960-0703C).