|
Personally addressed and elegant, AARP‘s mailer certainly carries no deductible. A six-page, letter-sized pamphlet reads like a proposal, not a promotion, and lays out coverage options and details in an easy-to-read format. And the slightly oversized envelop looks more like serious business rather than a promotional offer. The included S.A.S.E. encourages recipients to respond. |
Transamerica’s piece is nothing to write off. The front is a large photo of two people happily perusing paperwork along with the news that life insurance can be purchased for as low as $15 per month—a simple design that speaks volumes. The reverse side is well done, too; all the pertinent information is covered in large, bulleted text that keeps wordiness from being a liability. |
State Farm kept it simple with its mailer. It uses the recipient’s birth month as a relevant in to offer a life insurance policy, so the front boasts a calendar image zoomed in on fall months with November circled in red. The reverse side gives a brief overview of the policy and includes a personally addressed note. The mailer is designed to be “from” the recipient’s local agent, faux signature included. |
Allstate’s mailer has an uninsurable risk. The front includes a “bonus!” button that’s a bit too similar to Staples “Easy” button, and uses a mock $5,000 check made out to “Your Name Here,”—a missed opportunity for relevance considering that the piece is personally addressed. The reverse is text-heavy with two bulleted lists and a large, all-cap headline all competing for attention. |
