Insurance EDDM Critique

69 replies
I am working on a postcard to market to local residents through EDDM and wanted to get some feedback on the design. I am focusing on home insurance, auto insurance and life. I would love to hear suggestions on the postcard before I go ahead and print it.
#critique #eddm #insurance
  • Profile picture of the author Jayson L
    Ok, I'm still working on uploading the postcard. It says the file is to large.
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  • Profile picture of the author Jayson L
    Attachment 21588



    Ok, hopefully this works. Sorry it isn't as clear as I'd like.
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  • Profile picture of the author Jayson L
    Attachment 21589


    Here's a bigger photo of it.
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  • Profile picture of the author Jayson L
    Attachment 21590


    Here's the back side. I want to change the headline and need to add a legal disclaimer on the bottom, but I'm also open to other ideas!
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  • Profile picture of the author Ron Lafuddy
    Originally Posted by Jayson L View Post

    I am working on a postcard to market to local residents through EDDM and wanted to get some feedback on the design. I am focusing on home insurance, auto insurance and life. I would love to hear suggestions on the postcard before I go ahead and print it.
    What was the response to the card, the last time you did this?

    http://www.warriorforum.com/offline-...ml#post9070557
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    • Profile picture of the author Jayson L
      I sent out about 6000 is all so far and it is at about .3% This is a new card. The back is actually part of an old one though. The front is pretty much completely different. I didn't have the free gas card offer on the first one and also didn't have the website. I am hoping the ability for them to not be forced to pick up the phone and call and be able to get quotes online will help a lot!
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      • Profile picture of the author ewenmack
        Jayson, can you just link us to the images,
        clicking on what you posted isn't working.

        Best,
        Ewen
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  • Profile picture of the author Jayson L
    How do I link to them? I would love to so that I can get some feedback going!
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    • Profile picture of the author ewenmack
      Originally Posted by Jayson L View Post

      How do I link to them? I would love to so that I can get some feedback going!
      You can upload the images to tinypic.com
      and grab the forum/boards code and paste it here.

      Best,
      Ewen
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    • Profile picture of the author hometutor
      Originally Posted by Jayson L View Post

      How do I link to them? I would love to so that I can get some feedback going!
      Google Drive then share with public or those with link

      Rick
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  • Profile picture of the author AmericanMuscleTA
    Hey Jayson,

    I love the fact that you are offering two options to get the $10 gift card. One via online and the other by phone.

    Last week I got a $20 Shell gift card from Traveler's Insurance by calling (that was the only option). I normally throw them out, but I wanted to see what they do to try to sell me (I made a blog post about this too). I'll tell you, it wasn't fun, but I got my gift card! I'm sure lots of people discarded the offer because they would have to pick up the phone an actually talk to somebody (high resistance).

    So, I'm glad to see you offer it via online (low resistance).

    A few things I would change...

    Front: Instead of saying, "Free Online Quotes -" and "Quotes by Phone -" I would say, "Get Your FREE $10 Gas Card by visiting xxxxxx or by calling xxx-xxx-xxx."

    I'd also include a deadline (Traveler's was around February 2015... which is waaaaay too loooong).

    Back: I agree... change the headline. Mention the FREE $10 gift card again.

    You mention the three clients who called and saved hundreds, and you included the companies they came from and how much they saved. That's good, but... Are you able to get testimonials from these clients and have them mention how much they are saving?? Include first and last name, and city (if they will allow). This will make it more believable.

    Again, mention getting the FREE $10 gift card by visiting xxxxx or by calling xxx-xxx-xxxx, along with the deadline.

    How many of these postcards are you planning on sending? I'd love to hear about the results!
    Signature

    David Hunter | Duke of Marketing | Real Estate Agent
    www.DukeOfMarketing.com

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    • Profile picture of the author Jayson L
      Thank you so much for the feedback. That is extremely helpful and I will put this to work! I wanted to have the disclaimer be a guarantee. We guarantee to save you money on your home & auto insurance, or we will give you a free $10 gas card for your time. What do you think about that?
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      • Profile picture of the author AmericanMuscleTA
        Originally Posted by Jayson L View Post

        I wanted to have the disclaimer be a guarantee. We guarantee to save you money on your home & auto insurance, or we will give you a free $10 gas card for your time. What do you think about that?
        Ahhh... When I first read your postcard I thought you were offering the $10 gift card, for free, when someone calls to get a quote without any obligation (I guess I'm still seeing Traveler's).

        Not sure how well that'll do, but I guess it'll bring the truly "ready to make the switch" prospects out from their shells.

        You could always split test and send half the postcards with your offer and half with the no obligation, get a free gift card just for getting a quote offer.
        Signature

        David Hunter | Duke of Marketing | Real Estate Agent
        www.DukeOfMarketing.com

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    • Profile picture of the author Jayson L
      To answer your other question. I'll order another 5,000 to start things off. I dream of a day that I can get a good enough reputation to get my response up to about .75% or so!
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    • Profile picture of the author ewenmack
      Have you seriously thought about targeting just those
      who have policies due for renewal soon?

      Then there is the companies who have a fleet of
      vehicles.

      This saves the waste and only getting your message
      in front of those who are more likely to buy.

      Best,
      Ewen
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      • Profile picture of the author Jayson L
        I have looked into some services that do mailings for home renewals, but they only seem to get about .75% response and the prices they charge haven't really motivated me to move forward with that strategy. This is one of the reasons I was changing this postcard to just simply get a higher response. Once I have there information I can x date it and send out quotes and other information at renewals and other times until I eventually win them over.
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        • Profile picture of the author ewenmack
          Originally Posted by Jayson L View Post

          I have looked into some services that do mailings for home renewals, but they only seem to get about .75% response and the prices they charge haven't really motivated me to move forward with that strategy. This is one of the reasons I was changing this postcard to just simply get a higher response. Once I have there information I can x date it and send out quotes and other information at renewals and other times until I eventually win them over.
          You can grab the list and load them into Facdbook and run ads only to them on Facebook and then follow them across the Internet.

          You get to test lots of different approaches
          for a lot less money than EDDM while you find the winner.

          I've seen the ad creative and numbers from it
          working for auto insurance.

          Best,
          Ewen
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      • Profile picture of the author AmericanMuscleTA
        Originally Posted by ewenmack View Post

        Have you seriously thought about targeting just those
        who have policies due for renewal soon?

        Then there is the companies who have a fleet of
        vehicles.

        This saves the waste and only getting your message
        in front of those who are more likely to buy.

        Best,
        Ewen
        Great idea!

        Do as much marketing as you can. Find out what works and what doesn't work.
        Signature

        David Hunter | Duke of Marketing | Real Estate Agent
        www.DukeOfMarketing.com

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  • Profile picture of the author Jayson L
    I've been still thinking about this and I do want to continue to refine the postcard and use it as branding as well as an instant source of leads. Does anyone think it's at all possible to get 1/2-3/4% response rate with EDDM?
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    • Profile picture of the author ewenmack
      Originally Posted by Jayson L View Post

      I've been still thinking about this and I do want to continue to refine the postcard and use it as branding as well as an instant source of leads. Does anyone think it's at all possible to get 1/2-3/4% response rate with EDDM?
      Jayson, you are a businessman.

      Businessmen know profit and loss.

      Realistically, can you expect to make a profit,
      break even or loose after running this campaign?

      We aren't privy to your margins and how much you make off
      each new policy, therefore we can't accurately advise.

      A client came to me after he lost almost all his his campaign money
      on EDDM. The numbers would never be made to work,
      even if he had the best offer sent to the best neighbourhoods.
      Just the nature of the type of business he is in.

      I say this to demonstrate there's no right answer to every situation.

      Best,
      Ewen
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      • Profile picture of the author Ron Lafuddy
        Originally Posted by ewenmack View Post

        Jayson, you are a businessman.

        Businessmen know profit and loss.

        Realistically, can you expect to make a profit,
        break even or loose after running this campaign?

        We aren't privy to your margins and how much you make off
        each new policy, therefore we can't accurately advise.

        A client came to me after he lost almost all his his campaign money
        on EDDM. The numbers would never be made to work,
        even if he had the best offer sent to the best neighbourhoods.
        Just the nature of the type of business he is in.

        I say this to demonstrate there's no right answer to every situation.

        Best,
        Ewen
        You're right, Ewen.

        Another way of looking at it is...the same solution won't work
        in every case. Two examples I've recently seen in the EDDM
        world come to mind. One was for new shop featuring smokeless
        products for smokers. The other was for a bail bondsman

        Both bombed.

        You have to know your market and how to reach them.

        Ron
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Jayson L View Post

      I've been still thinking about this and I do want to continue to refine the postcard and use it as branding as well as an instant source of leads. Does anyone think it's at all possible to get 1/2-3/4% response rate with EDDM?
      Your card reads as though they just get the $10 card for calling. You mention it once, and that's it.

      Either take the gift card off of the postcard (because everyone wanting a giftcard will get pissed when you explain it to them), or make the offer all about the giftcard.

      "We save you money on your insurance, or we give you $10 in FREE GAS!". That kind of thing.

      You would make the letters big, make sure it's on both sides of the card, and explain, in the card, how it works.

      Personally, if you are going to just blanket mail these, I'd rather see you use a Money Mailer type of magazine. It's a small fraction of the cost of a postcard..per person.

      And your offer applies to enough people, that a blanket mailing might work.

      But the card you have? I wouldn't use it.

      I would get either Ewen or Bob Ross to create the postcard/ad for you. It would be incredibly cost effective.

      (By the way, I think it's BOB that created several postcards here. If it was someone else, please let us know)



      Originally Posted by longrobnc View Post

      It's a home improvement niche. I really do well in things like Valpak and Money Mailer. I get my best returns in coupon related magazines. Have you ever tried these? I usually come in at less than .02 per impression for a fullpage ad. I just bought an ad this week that was a fullpage in 265k homes for $3600. The problem is that this can't be scaled. You have to run when they run and that's it. I'd love to find an offer that would get a good response. I'd mail those SOB's daily.
      Yeah, that type of thing. 2 cents per person per page is about right. And this is the kind of offer that might work there.

      My advice; Get a pro here to create the postcard, mail it once..to see the results....

      Use it once in a coupon magazine to see the results.....

      And if you don't generate a profit, stop it. Direct mail to the masses isn't always the answer.
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      • Profile picture of the author Jayson L
        Originally Posted by Claude Whitacre View Post

        Your card reads as though they just get the $10 card for calling. You mention it once, and that's it.

        Either take the gift card off of the postcard (because everyone wanting a giftcard will get pissed when you explain it to them), or make the offer all about the giftcard.

        "We save you money on your insurance, or we give you $10 in FREE GAS!". That kind of thing.

        You would make the letters big, make sure it's on both sides of the card, and explain, in the card, how it works.

        Personally, if you are going to just blanket mail these, I'd rather see you use a Money Mailer type of magazine. It's a small fraction of the cost of a postcard..per person.

        And your offer applies to enough people, that a blanket mailing might work.

        But the card you have? I wouldn't use it.

        I would get either Ewen or Bob Ross to create the postcard/ad for you. It would be incredibly cost effective.

        (By the way, I think it's BOB that created several postcards here. If it was someone else, please let us know)





        Yeah, that type of thing. 2 cents per person per page is about right. And this is the kind of offer that might work there.

        My advice; Get a pro here to create the postcard, mail it once..to see the results....

        Use it once in a coupon magazine to see the results.....

        And if you don't generate a profit, stop it. Direct mail to the masses isn't always the answer.

        I had Bob Ross do my printing and will have him design my next postcard if I can afford it. What type of coupon magazine are you talking about? I would like to get multiple avenues going along with even facebook, or something online to generate leads...
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  • Profile picture of the author viettimetravel
    be used image of addresses method go attachments with the car
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  • How about somthing in the line of:
    My name is Jayson and there is a 89% chance that I can help you SAVE between $250 and $2525 on your Auto and House insurance - if I can't I will give you a FREE $10 gas card.
    Call *** *** ****
    P.S. If the line is busy call again later
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    Offline Coach - Programmer since 1995 - Over 40 Projects In 10 Countries
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    [Offline Coaching] Will Teach You How to Get To $500 | [Offline Leads] Not Death Yet Icelandic Way To 5k Paydays...
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  • Profile picture of the author joshril
    Something worth testing...

    When you list clients 1, 2, and 3, I like that you pointed out that they went from State Farm, Allstate, etc. to Averson and saved.

    I would recommend drawing more attention to this...

    I would also recommend you drop the cost of the insurance ($2,131.16 to $1,684, etc.) to just showing the savings.

    In other words... Jack called us and switched his homeowners and auto from State Farm... Total Savings - $447.16

    The reason it might be worth dropping the amounts is because you may have some people disqualify themselves from being able to save because their rates are substantially higher or lower than you example rates.

    I don't think it adds much proof to your savings claims either because the number could be made up just as easily as the savings.

    Adding names, pictures, etc. would up the social proof component more.

    Thanks,


    Josh
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    • Profile picture of the author Jayson L
      Thanks for the advice Josh. I'm going to change the back to customer testimonials combined with savings and service. I think that will gain more credibility. I'm gathering from the responses that the savings part isn't all that believable. The facts are real, it just seems that they don't come across as legit as testimonials would be......
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      • Profile picture of the author AmericanMuscleTA
        Originally Posted by Jayson L View Post

        Thanks for the advice Josh. I'm going to change the back to customer testimonials combined with savings and service. I think that will gain more credibility. I'm gathering from the responses that the savings part isn't all that believable. The facts are real, it just seems that they don't come across as legit as testimonials would be......
        Yep! That's why if you're able to get client testimonials saying how much they saved it'll be more believable because it's coming directly from the source.

        Maybe you could get pictures of them holding a sign saying how much they saved.
        Signature

        David Hunter | Duke of Marketing | Real Estate Agent
        www.DukeOfMarketing.com

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        • Profile picture of the author Jayson L
          Originally Posted by AmericanMuscleTA View Post

          Yep! That's why if you're able to get client testimonials saying how much they saved it'll be more believable because it's coming directly from the source.

          Maybe you could get pictures of them holding a sign saying how much they saved.

          I like the idea and am up for trying that in the future! Right now I want to get another postcard going so that I don't have any down time. I get a lot of referrals, so I don't necessarily have to make any money off the postcard. Once I get referrals and renewals, etc... It usually works out.

          I'm hoping to get a .4-.5% response with this one! The last one was about a .25% and it didn't have a free offer or a website to get online quotes, so I'm confident!
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  • Profile picture of the author AmericanMuscleTA
    Rock it!!!

    Let us know the results.
    Signature

    David Hunter | Duke of Marketing | Real Estate Agent
    www.DukeOfMarketing.com

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  • Profile picture of the author longrobnc
    .25% would actually be a good response for me. I usually get between 3-6 leads from a 5,000 PC EDDM. I've pretty much moved on to shared mail pieces, but I'd love to figure out a way to make one of these get me down to -$80 a lead.
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    • Profile picture of the author Jayson L
      Originally Posted by longrobnc View Post

      .25% would actually be a good response for me. I usually get between 3-6 leads from a 5,000 PC EDDM. I've pretty much moved on to shared mail pieces, but I'd love to figure out a way to make one of these get me down to -$80 a lead.
      What do you sell?
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      • Profile picture of the author longrobnc
        Originally Posted by Jayson L View Post

        What do you sell?
        It's a home improvement niche. I really do well in things like Valpak and Money Mailer. I get my best returns in coupon related magazines. Have you ever tried these? I usually come in at less than .02 per impression for a fullpage ad. I just bought an ad this week that was a fullpage in 265k homes for $3600. The problem is that this can't be scaled. You have to run when they run and that's it. I'd love to find an offer that would get a good response. I'd mail those SOB's daily.
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        • Profile picture of the author Jayson L
          Originally Posted by longrobnc View Post

          It's a home improvement niche. I really do well in things like Valpak and Money Mailer. I get my best returns in coupon related magazines. Have you ever tried these? I usually come in at less than .02 per impression for a fullpage ad. I just bought an ad this week that was a fullpage in 265k homes for $3600. The problem is that this can't be scaled. You have to run when they run and that's it. I'd love to find an offer that would get a good response. I'd mail those SOB's daily.
          I have never tried that stuff, but might have to consider it! Do you get good customers from Valpak?
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          • Profile picture of the author longrobnc
            Originally Posted by Jayson L View Post

            I have never tried that stuff, but might have to consider it! Do you get good customers from Valpak?

            Oh, absolutely. I get leads at a fraction of the cost of EDDM.
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  • Profile picture of the author hometutor
    The only comment I have is I'd be happier with names and photos as opposed to client one two and three. I can relate better to them as human beings.

    Rick
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  • Profile picture of the author misterme
    Your card's too busy with where the viewer's attention should go to.
    Pick one thing, like the free gas card, and make it all about that.
    GRAB THEIR EYEBALLS first - both sides - and then suck them in with the copy.
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    • Profile picture of the author Matt Lee
      Originally Posted by misterme View Post

      Your card's too busy with where the viewer's attention should go to.
      Pick one thing, like the free gas card, and make it all about that.
      GRAB THEIR EYEBALLS first - both sides - and then suck them in with the copy.

      I agree here. I think a little less on the page would actually draw more attention to what you want them to actually read. But over all it's really a nice design - just a bit too busy.
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      • Profile picture of the author sandalwood
        I hate to be the stick in the mud on this thread but what the hell. Here's a point no one has mentioned because maybe insurance agents/agencies are looked at as open mouth droolers waiting for a big time IMer to come along and teach us something a 1000 other walk in the door advertising reps haven't told us.

        Here is my stick in the mud advice. Offering a rebate of any kind in some states is illegal for an insurance agent. An insurance company can do it and very often does. You can tell who owns the DOI by that remark.

        For example, here in NV if I was to run that promotion and someone complained (you know like a competitor) the DOI could pull my license if they so deemed. Not trying to rain on your parade but maybe, just maybe, look at the rebate laws in the states you are running this promo. You certainly don't want your client losing his license and therefore his livelihood.

        BTW, the definition of rebate is whatever the DOI says it is. How do I know? I'm licensed plus I've asked. We were planning on giving away a $5 card to everyone who came in for a quote. A call to DOI and we squelched the giveaway. Remember, they define rebate. That's important.

        Yeah, I know I shouldn't have called and asked. Better to ask forgiveness than permission, right? Accept when they yank your license or suspend it for a year...
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        • Profile picture of the author Jayson L
          Here are the Michigan laws.

          May a producer offer a gift or service as an inducement to listen to a sales pitch or obtain information which could lead to a policy quote? Yes, so long as receipt of the gift or service is not contingent upon purchase of a policy.


          Taken from Michigan's department of insurance and financial advisors site.
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          • Profile picture of the author sandalwood
            Originally Posted by Jayson L View Post

            Here are the Michigan laws.

            May a producer offer a gift or service as an inducement to listen to a sales pitch or obtain information which could lead to a policy quote? Yes, so long as receipt of the gift or service is not contingent upon purchase of a policy.


            Taken from Michigan's department of insurance and financial advisors site.
            I hear you and good luck to you. Understand one thing (and I ain't trying to be a horse's ass, I'm only talking from experience) about those inducements. They are given to people. One of those people will file a complaint based on what they thought they read.

            Filing a complaint today is super easy. Every DOI has a website and a place on that website to file a complaint. Then your agent client has to answer that complaint and it is recorded against him as a complaint. Maybe in Michigan they don't keep very good track of complaints, I don't know. Believe me, it is a giant PITA.

            We actually had someone complain that we didn't tell them they had to pay their premium every month. Mind you they bought their policy on a monthly basis because they didn't have the money to pay a 3 month or 6 month premium. Geeayzus, how stupid can you be, right?

            We didn't get into any trouble but it still was a filed complaint. I guess my point is, you never know how the recipient will take your offer. If you are an insurance company, great, the customer is always wrong. If you are an agent, well...

            Like I said, I wish you success. Pay attention to what the other posters have said on how they read your offer because the people who receive it will read it the same way.
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            • Profile picture of the author Jayson L
              I appreciate your feedback and I have made changes to the postcard based o the reponse on this forum. The offer is quite clear. I am not worried about the law on this. If I were to fight over all the people that are trying to sue me, I would have been out of business a long time ago. There are always negative people out there and you can't let them slow you down. Just follow the rules is my theory. Don't be scared by the threathers............
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            • Profile picture of the author Jayson L
              My offer is quite clear. Either I save you money, or I give you a $10 gas card for your time. You must provide a proof through a declarations page. It fits in Michigan's law and I have now worry about that. The offer has no part that says that you have to buy a policy (hence what rebating is in Michigan) Get a quote and save money, or get a gas card. It's pretty clear......

              Once again, I do appreciate the feedback though!
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              • Profile picture of the author sandalwood
                Originally Posted by Jayson L View Post

                My offer is quite clear. Either I save you money, or I give you a $10 gas card for your time. You must provide a proof through a declarations page. It fits in Michigan's law and I have now worry about that. The offer has no part that says that you have to buy a policy (hence what rebating is in Michigan) Get a quote and save money, or get a gas card. It's pretty clear......

                Once again, I do appreciate the feedback though!
                You are more than welcome and like I said, I hope you have huge success with your offer.
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                • Profile picture of the author cruisinman
                  I would never run a solo EDDM campaign.

                  Ride on a Co-Op piece. More affordable and close to the same response rate . . .
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                  Life - enjoy it . . .

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                  • Profile picture of the author ewenmack
                    Originally Posted by cruisinman View Post

                    I would never run a solo EDDM campaign.

                    Ride on a Co-Op piece. More affordable and close to the same response rate . . .
                    He had a offer problem not a carrier of offer problem.

                    Best,
                    Doctor E. Vile
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                    • Profile picture of the author cruisinman
                      No need to ever do a solo EDDM campaign - too expensive based on ROI . . .

                      Originally Posted by ewenmack View Post

                      He had a offer problem not a carrier of offer problem.

                      Best,
                      Doctor E. Vile
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                      Life - enjoy it . . .

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  • Profile picture of the author Jayson L
    I appreciate all the feedback. This is exactly why I come to this place for advice! I am having Bob Ross do my printing and I did make most of the changes recommended. I am going to run the 5k postcards that I had him print and will have the future postcards created by a professional.
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  • Profile picture of the author leilapearse
    Banned
    This looks great, indeed!
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  • Profile picture of the author Alecia01
    I don't heard about EDDM truly, but yeah it was nice concept to know. From where it is related to insurance can you elaborate it much more so i can get a better idea on it
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  • Profile picture of the author EaglePiServ
    Have you thought about upping the incentive?

    I might not bother for $10 in gas. As someone who owns a fleet of vehicles and I personally drive over 1,000 miles a week I'm well aware of time spent at the pump. $10 is about 5 seconds at the pump.

    If you were to offer me a free TANK of gas, I'd spend the time to listen/talk/watch you.

    Just a thought....
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    • Profile picture of the author Kelvin AIP
      so when does this go out? or has it already?
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      • Profile picture of the author Jayson L
        The results were horrible. I am glad I did it because I'm the type that I would have always wondered, but I tested 3 different postcards total and EDDM returned a worse investment then any other marketing I have ever done for insurance.

        I'm now back to working on finding a way to get good quality leads off my website again.
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  • Profile picture of the author AmericanMuscleTA
    Did you revise the postcards with the tips?

    What were your numbers??
    Signature

    David Hunter | Duke of Marketing | Real Estate Agent
    www.DukeOfMarketing.com

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  • Profile picture of the author AmericanMuscleTA
    Dang!!! That's... gulp, zero percent. :-(
    Signature

    David Hunter | Duke of Marketing | Real Estate Agent
    www.DukeOfMarketing.com

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    • Profile picture of the author Jayson L
      Originally Posted by AmericanMuscleTA View Post

      Dang!!! That's... gulp, zero percent. :-(
      I got a .3% response on the original one that basically had no call to action other then 7 quotes in 7 minutes centered right above my 7 carrier logos.

      I guess it's time to find someone to hire that can generate me some online leads in targeted niches!
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      • Profile picture of the author longrobnc
        Originally Posted by Jayson L View Post

        I got a .3% response on the original one that basically had no call to action other then 7 quotes in 7 minutes centered right above my 7 carrier logos.

        I guess it's time to find someone to hire that can generate me some online leads in targeted niches!
        Jason, shared mail is how I've built my business. Sure, I produce leads online, but the number of leads that I get topped out quickly. I've thrown piles of money at it, and the number of leads I get do not go up at all. I've done EDDM with the same offers and lose my ass every time.

        On the flip side, I'm up to over 1M impressions a month in shared mail. Every time I test a source and get a return I start searching for the next. I've never tested any shared mail source that did not kick the hell out of EDDM. I do however stick with a list of must before I sign up.
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  • Profile picture of the author ddomingu
    Hi Jayson, I'm late to the party but my experience with direct mail has been to offer one line of insurance, then you can cross sell later. Usually you would want to target auto insurance. Your mailer would have been all about saving on auto insurance and how you can shop for them to find the best rates. To many lines of insurance on an offer gets people confused. Pick one line and cross sell later.
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  • Profile picture of the author udelia7
    Jason,

    Thanks for sharing your results with us! I really appreciate it as I'm working with an insurance agency to get some leads.
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  • Profile picture of the author Sandy Berth
    This is an old thread, but I thought I would chime in.
    Timing is everything, with EDDM you were contacting people that did not need insurance and were not pressed to get a comparative quote because they did not have policies ending.
    First year renewal X-Date lists are the way to go for P&C.
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  • Profile picture of the author Jayson L
    I thought I'd bring an old thread back from the dead for fun!

    I recently talked to a rep that sends out basic home quotes to what's supposed to be people renewing their home insurance. This info is based off of purchase date and assuming they kept the insurance they bought when they purchased the home. They had some testimonials on the site, so I decided to look a couple of the agencies up and call them to discuss results.

    Both agents I called love the program and the one guy said he gets 1-2% response rate at least. Here is the page that shows the letters they mail Direct Mail Letter Design Gallery | Only Insurance Leads

    For sake of my own learning as well as others that are interested, what makes this program so great that it would work? I know that the timing part (assuming the prospects are renewing) would be the biggest reason I can see.
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    • Profile picture of the author dgaunn4114
      The illusions of personalization - that you spent time figuring out these peoples data individually - is powerful here. Also being very specific about benefits, including exact numbers, is very good in general when it comes to copy.

      Another thing is good and simple headlines. They tell you the benefits your prospect cares about and give a simple number to call. Anything making it easier for the client to respond is a good thing
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  • Profile picture of the author Jayson L
    The reason I brought this back is that it wasn't actually a financial failure at this time. I wrote 4 customers home & auto last year from the postcard & all of them have renewed making me in the positive for the overall investment. If I were to be able to get a .5% response rate on EDDM, I could easily make a profit.

    I am actually thinking about using a AAA postcard & trying it again. I think the brand recognition alone would increase response rates. That and the fact that they have postcards that are already proven to be success is kind of nice. It's a bummer that I can't seem to get anyone in AAA marketing to tell me what their average response rate actually is first.
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