One to Watch: Wells Fargo
Simple, but effective. A plain 4-1/4" x 9" outer envelope, with the Wells Fargo logo in the corner card and "Benefit Update" in black print floating on the right side, greets the customer. Inside sits a one-page letter. That's it. But between the copywriting and the offer, it's a combination that's going to be hard for other insurance companies to beat, partly because it's offering the customer many different insurance options with different companies, rather than linking up with a single entity.
The outstanding offer shines in the Johnson box: "Free Auto Insurance Rate Comparison from well known companies for Well Fargo Preferred Program members." As expected, the letter leads off saying that "We are excited to announce a new benefit available to Wells Fargo Preferred Program members." But then it gets more personal, and perhaps relevant. "Your membership is there to simplify your life. Now we're bringing you one more way to do just that—by comparing side-by-side rates from auto insurers you know and trust on your behalf" (Archive code #420-174845-0811).
In the spirit of no wasted words, the next section is led by the subhead: "We Do The Work. You'll Receive FREE No-Obligation Quotes." It proceeds to tell the customer that all that's required is "one phone call," and then it lists all the potential insurance companies.
This specific "benefit" makes Wells Fargo the Lending Tree of insurance providers, but here Well Fargo has the advantage of having existing relationships with customers and rolling out direct mail campaigns like this one as higher-response loyalty mailings. Amid a mailstream of mediocre to poor performers, this one looks like a winner right out of the gate.