Metromile’s Mail Promises Insurance Savings for Certain Drivers
An insurance company’s direct mail offers to save customers money, but with an interesting twist.
Mailer Name: Metromile
Date Mailed: August 2016
Metromile, a San Francisco-based auto insurance startup, uses a different model than most of its competitors. And letting prospects know about starts with the outer envelope of this direct mail effort.
“Average savings of $500/year” begins the teaser that appears in the lower left corner. So far, nothing different from most companies in this highly competitive marketplace.
But then, it continues: “Pay-per-mile car insurance for low mileage drivers.” The copy on the back directs the reader inside to discover “major savings.”
The letter inside claims that a majority of drivers “subsidize the handful of people who drive the most.” It calls the practice “unfair.”
Calls to action – for the toll-free number and website – appear in both the right rail and footer. But the company uses other tactics to try to convince the driver to switch coverage.
The back page of the letter offers two quick examples to explain how the per mile charge can save the driver money. And a full-page insert provides customer testimonials on one side, with complete details on the driver app on the other.
When your product or service model truly disrupts the marketplace, answer objections by showing how it all works.