Mail Activity Highlights: Insurance
Its letter inside is equally straightforward, yet also unusually well-written for an insurance mailer. It begins, “Teen drivers have caused more than a few sleepless nights for parents over the years. At Mercury Insurance we know that you have enough to worry about when your teen gets behind the wheel …” and proceeds to say that “you won’t have to break the bank to pay for it.” Meanwhile, in a handy box in the right-hand margin are “Things to Know When Your Teen Begins to Drive,” such as “practice, practice, practice.” A buckslip, featuring a happy teenage girl behind the wheel and her smiling parents standing nearby, then is used to illustrate the average savings after switching to Mercury from five competitive insurers (Archive code #420-714643-0804A).
AAA is known for their strong direct mail, but their latest efforts starts out on the wrong foot. The teaser on the #10 outer declares “If We Didn’t Think You’d SAVE Up To $400.00 Or More On Car Insurance, We Wouldn’t Spend The Money To Send You This Mailing.” While it shares the annoying trait of capitalizing every word in the teaser with Mercury, its somewhat negative tone makes it less appealing. The second paragraph in the letter, again, attempts to flatter with “Believe me when I tell you … if we didn’t think you’d save, we wouldn’t have gone to the expense of sending you this mailing”—but it falls flat. The letter is also littered with different fonts, type sizes, type styles (bolding, all caps in black or red, underlining in red, etc.) and format styles (a simulated check, centering, numbering, bullets, indenting without bullets, boxes, etc.)—making it difficult to read, or especially to concentrate on AAA’s central point: that “You Don’t have to Wait Until Your Current Insurance Expires” and that you might save up to $400 (Archive code #420-182432-0804A).