Insurance EDDM Critique

by 69 replies
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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.
#offline marketing #critique #eddm #insurance
  • Ok, I'm still working on uploading the postcard. It says the file is to large.
  • Attachment 21588



    Ok, hopefully this works. Sorry it isn't as clear as I'd like.
  • Attachment 21589


    Here's a bigger photo of it.
  • 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!
  • What was the response to the card, the last time you did this?

    http://www.warriorforum.com/offline-...ml#post9070557
    • [1] reply
    • 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!
      • [1] reply
  • How do I link to them? I would love to so that I can get some feedback going!
    • [2] replies
    • You can upload the images to tinypic.com
      and grab the forum/boards code and paste it here.

      Best,
      Ewen
      • [ 1 ] Thanks
    • Google Drive then share with public or those with link

      Rick
  • 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!
    • [ 1 ] Thanks
    • [2] replies
    • 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?
      • [1] reply
    • 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!
  • I uploaded the front and back here so it can be seen better.


    Image - TinyPic - Free Image Hosting, Photo Sharing & Video Hosting

    http://tinypic.com/view.php?pic=o0rl09&s=8#.VA-aQcJ0yM8
    • [1] reply
    • 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
      • [2] replies
  • 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?
    • [2] replies
    • 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
      • [1] reply
    • 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.
      • [ 5 ] Thanks
      • [1] reply
  • be used image of addresses method go attachments with the car
  • 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
  • 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
    • [ 1 ] Thanks
    • [1] reply
    • 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......
      • [1] reply
  • Rock it!!!

    Let us know the results.
    • [ 1 ] Thanks
    • [1] reply
    • I will! Even if I get good results I believe continuing to test tweaks, etc... is important. It will be a couple weeks, but I'll come back soon with the results!
  • .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.
    • [ 1 ] Thanks
    • [1] reply
  • 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
  • What is EDDM by the way?

    Rick
    • [1] reply
    • Every Door Direct Mail. It's a service that you mail to a carriers whole route at a lower rate.
  • 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.
    • [ 3 ] Thanks
    • [1] reply

    • 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.
      • [1] reply
  • 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.
    • [ 1 ] Thanks
  • Banned
    This looks great, indeed!
  • 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
  • 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....
    • [1] reply
    • so when does this go out? or has it already?
      • [1] reply
  • Did you revise the postcards with the tips?

    What were your numbers??
    • [1] reply
    • I did revise the postcard with the tips provided. I think it could have been a lot better. I just don't feel that EDDM is the way to go with insurance at this time. I sent out only 1600 of them and had zero calls, or online leads. I gave up after that.
  • Dang!!! That's... gulp, zero percent. :-(
    • [1] reply
    • 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!
      • [1] reply
  • 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.
  • Jason,

    Thanks for sharing your results with us! I really appreciate it as I'm working with an insurance agency to get some leads.
  • 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.
  • 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.
    • [1] reply
    • 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
      • [ 1 ] Thanks
  • 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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    Insurance EDDM Critique

    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.