Mail Activity Highlights: Insurance
By asking a simple question at the top of its letter, State Farm, conversely, starts off on the right foot—making it about customer service rather than price only. “What does your auto insurance say about you?” In case the prospect doesn’t know what that means, the copywriter spells it out nicely in the letter. “Unsurpassed State Farm coverage and discounts up to 35%; that’s a combination that says all the right things about you.” The last paragraph mentions the agent’s phone number, who then signs the letter with his picture and e-mail address next to the signature. The one weak element in the package? That would be a bumper sticker freemium that says, “Please Don’t Hit Me—I’m not 100% sure about my coverage.” While that might be clever and might provoke a laugh, it ultimately does nothing for State Farm (Archive code #420-173933-0804A).
AIG asks essentially the same question with its mail piece, “What Does Your Insurance Company Do For You?” And while State Farm employs the bumper sticker, AIG went with a shaped-based self-mailer made of thick, glossy card stock. Featuring a slick sports car on one side next to that provocative question, the reverse engages the prospect with a story about a customer. “Our policyholder was en route to the airport for vacation when debris fell from a truck and shattered his windshield …. We assured him that everything would be taken care of …. By the time our policyholder returned from vacation, his fully repaired vehicle was waiting in his driveway.” It end by asking the prospect to “See what we can do” and follows with the toll-free phone number (Archive code #420-179427-0804C).
That image of a cracked windshield is actually used on the back of a Nationwide Insurance 6˝ x 9˝ envelope, with simulated broken glass on the paper that shows underneath the glassine window. Just above that image is the line, “This is not the time to find out why that cheap auto insurance was so cheap.” Meanwhile, in its continued effort to stand out, Nationwide uses a purple-and-orange color scheme that’s separate from the Nationwide blue. Inside, it touts its customer service and a potential $500 savings. Customer service benefits are highlighted in both the letter and the large buckslip: prospects can call a Nationwide representative 24/7, a “free On Your Side review” is offered to help choose the right coverage, and a “100% written repair guarantee” is also given. Lastly, at the end of the letter, after giving the toll-free national phone number, it lists three local agents and their names, addresses and phone numbers (Archive code #420-628526-0804).