Mail Activity Highlights: Insurance
The insurance sector in our Who’s Mailing What! Archive encompasses more than 14 types of insurance, and the biggest category in the bunch is auto insurance. This month, we’re giving you an in-depth look into that portion of the mailstream. After all, with high gas prices here to stay, prospects are demanding greater value for their car insurance plans—including excellent coverage, good priced premiums and stellar customer service. And some auto insurance mailers are doing their best to answer that demand.
The blind 9-1/4˝ x 9-1/4˝ outer from Amica Mutual Insurance says only “Important Rate Information,” which may or may not get prospects inside. If they do, they’ll be treated to a first-rate package that uses prestige and flattery to win customers. The letter is titled “MEMO” and says it’s “FROM” the Senior Assistant Vice President. To the right of that memo field is a spot-glued card called “Good Driver Hotline,” personalized with both name and invitation number next to a toll-free phone number.
The letter begins below and emphasizes its low rates, exceptional service and top value; the box in the right-hand margin gives facts and figures about Amica, including the fact that “over 330,000 customers have been with Amica for 10 years or more.” The back of the letter gives quotes from some of these satisfied customers, and the buckslip mentions that J.D. Power and Associates awarded Amica Mutual “the ranking of ‘Highest in Customer Satisfaction Among National Auto Insurers’” (Archive code #420-177032-0804X).
You have to give Mercury Insurance Group credit. They’re offering insurance to a group that rarely gets mentioned in direct mail—teens—and they don’t shy away from it. The outer of the #10 uses the catchy line, “Your Teen Gets The Keys. You Get The Savings,” and then adds that “Mercury has reduced auto insurance rates by up to 20% for teen drivers.”