PSE&G’s Direct Mail Offers 1-Stop Peace of Mind
An energy utility’s direct mail piece eases the fears of customers thanks to several smart tactics.
Mailer Name: PSE&G
Date Mailed: April 2012-April 2013
To protect them, the company offers WorryFree appliance protection. This folded self-mailer promotes this plan by using techniques that both inform and reassure customers.
First, the direct mail piece talks about the expertise of its technicians. “We don’t just power your appliances,” the front panel boasts.
A large photo shows a smiling employee wearing protection and logoed company gear while servicing a central air unit. “We install peace of mind,” the headline emphasizes, after mentioning how it protects appliances.
The first inside panel goes into a little more of a description of how the company repairs, replaces, and protects appliances. “See how easy it is,” it invites. And the customer’s role? “You relax.”
Another panel focuses on one important factor on some prospects’ minds: money. [C]overage takes the inconvenience and expense out of appliance troubles,” it says. A testimonial backs up this claim.
Second, much of the mail piece centers on an element that provides detailed information. A cutaway drawing across 3 interior panels breaks down exactly how a plan protects a typical customer home.
Third, the well-designed order form makes it easy for a customer to sign up and know exactly what they're getting. This one spans 2 panels. The numbers next to each plan (and the icons for covered appliances) correspond to the house diagram.
Perfectly paired copy and design can provide both emotional and intellectual support to customers when buying.