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March 23, 2016 at 12:45 AM
For both life and health insurance providers and agency owners, direct mail campaigns allow you to reach members of your community you otherwise may have missed in your current marketing plan.
To ensure the most value for your direct mail efforts, everything you send to potential clients must be clear and concise, visually appealing and ultimately get them to come in and discuss all of their insurance options. Below are some tips for increasing your direct mail ROI and reaching the final goal of turning potential clients into long-term clients.
Keep it short, sweet and to the point
Each ad you send out should cater to your clientele’s fast-paced, technology-driven lifestyle. A cluttered ad will garner low results, as consumers may associate it with the clichéd visual features of “junk mail.” It should be simple, direct and to the point.
Limit the amount of copy (text) and font types you use in an effort to avoid over complicating and overcrowding the restricted space you’re working with. Put extra attention to the headline – a captivating headline, followed by concise sentences, will keep consumers focused on the offer at hand and give your direct mail piece the highest potential of getting them in the door.
One best practice: Direct mail ads should feature no more than three font types, including a large bold font, to distinguish any promotion or special you’re offering.
Color code it
Don’t use too many loud colors in your direct mail piece. Begin by choosing one or two main colors based on your services, your agency’s current branding and image, and your target audience. Keep in mind that certain colors emote different feelings to your clientele. For example: orange and yellow are energizing, while cool colors like blue are refreshing. When you need to emphasize excitement in an ad, a couple of bright colors will do the trick.
