Top 8 Insights For Creating High Performing Direct Mail CampaignsIn a world full of social media, email marketing, and blogging, it seems that the traditional way of doing things is no longer relevant.

As the most trusted form of communication, direct mail is commonly used by leading insurance companies … and produces outstanding results. The top 8 insights from high performing insurance direct mail campaigns are listed below.

1. Power of Personalization

2. The Color of Success

Based on a Direct Marketing Association study, even when there was a charge associated with calling a local telephone number, the local number outperformed the toll-free number by

Prospects who requested information within the previous year outperformed cold prospects by a staggering

of consumers say they prefer direct mail for brand communications, in nearly every product and service category.

A direct mailing that is personalized and featuring color can increase the rate of response by6.5%More than higher the original response rate.

3x

The use of color creates a more dynamic piece and makes the insurance offer hold significantly more value. The higher quality color applications generated a higher response rate by

3. Multi-Dimensional Direct Mail

These types of mailings should only be used for high-value prospects, since they can increase costs per lead by

Multi-dimensional mailings have consistently outperformed standard direct mailings by

50%

4. Local Numbers, More Responses

5. Hot or Warm Prospects > Cold

6. Keep it Relevant

7. Combining with Other Campaigns

8. No New Inserts

250%

33%

Even in cases where the prospect hadn't expressed interest in four years, the lukewarm prospect still had a

higher response rate than cold prospects.

of respondents never purchase products from mailings because of the inserts. Inserts can alienate your customer base and should be used with care.

75%of consumers have received direct mail for products or promotions that they've already purchased.

Consumers hate nothing more than receiving direct mail for an offer that isn't relevant or for something they have already purchased. In addition, it costs your business money to send the irrelevant mailing.

1,230%173%

86%

20% 44% 62%

7

6

16%5

75%

2

1

3

4

4

higher return when you combine direct mail with your other marketing campaigns. 8

more effective outdoor campaigns when combined with a direct mail campaign.8

higher return on an online campaign when amplified by a direct mail campaign.8

9

an Omnicom Agency

SOURCES:

1. epsilon.com/news-and-events/press-releases/2012/consumer-survey-reveals-notable-difference-channel-preferences-m

2. postalnews.com/postalnewsblog/2012/09/18/the-effectiveness-of-highly-personalized-direct-mail/

3. the-dma.org/whitepapers/TestingDMWhitePaper-GAWrightFINAL100305.pdf

4. onlinemarketinginstitute.org/blog/2013/06/why-direct-mail-still-yields-the-lowest-cost-per-lead-and-highest-conversion-rate/

5. the-dma.org/whitepapers/TestingDMWhitePaper-GAWrightFINAL100305.pdf

6. the-dma.org/whitepapers/TestingDMWhitePaper-GAWrightFINAL100305.pdf

7. loyaltyleaders.org/press-releases.php#press_release_2

8. printinthemix.com/Fastfacts/Show/468

9. techzone360.com/viewette.aspx?u=http%3a%2f%2fwww.techzone360.com%2fnews%2f2008%2f03%2f04%2f3306706.htm