When you want to get noticed by insurance leads, you have to do something to make yourself stand out from the crowd. A direct mail campaign will set you apart from your competitors, who probably rely heavily on Internet marketing strategies or on cold calling.
Once you have decided to run a direct marketing campaign, you need to decide whether to use postcards or letters for your marketing message. Each method has advantages and disadvantages.
Advantages of Postcards
1. Postcards cost less to mail than letters. If you’re planning a large direct mail campaign, you may want to see if a postcard is sufficient to get your message across so that you can save on postage.
2. Postcards allow your insurance leads to see your pitch immediately. As much as 98% of direct mail advertising finds its way into the trash can unopened. A strikingly produced postcard may catch your lead’s eye in a way that a plain envelope cannot.
3. Postcards deliver a strong, simple call to action. If your product is easy to understand, and you want your customers to take a single, specific action, such as calling you for a free insurance quote, a postcard is probably your best bet.
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Advantages of Letters
1. Letters give you more room to explain. If your insurance product is unfamiliar to your customers, or if it takes a little explaining, you can write a two- or three-page letter and enclose it in an envelope. With a postcard, you have room for only a few lines of text.
2. Letters allow you to enclose other materials in the envelope. If you want to enclose your business card, a brochure, a one-page newsletter, a self-addressed postage-paid envelope, or a coupon with your sales letter, an envelope gives you the freedom to do so.
Both postcards and letters can make effective marketing tools. If you’re planning a direct mail campaign, take some time to consider the advantages and disadvantages of each type of direct mail. Then select the one which will allow you to get your message across in the most effective, user-friendly way possible.