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How to: Create a successful sales direct mailer

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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. 

Don’t forget the call to action

Now that you have your ad designed, it’s time to work on the text. The content of every ad is just as, if not more, important than the font and colors used in it. An enticing offer and a specific call to action, such as “Come in for a free insurance assessment,” are what will give community members a reason to stop by and want to learn more about their insurance options.

Consumers are more likely to respond positively when the offer features a specific dollar amount in savings or includes the word “free” rather than an offer including a certain percentage off. Additionally, including an expiration date on the ad will help to create a sense of urgency and give your clientele a reason to come in sooner rather than later.

Creating the best direct mail piece requires blending together great content and an aesthetically pleasing design. Once you find that balance, you’re set to distribute and see your client base grow.

(*Disclaimer: Always check with your compliance department to make sure that your direct mailer is compliant.)

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