Next Insurance

Next Insurance was a new B2B client that had just rebranded itself and was looking to round out their omni-channel marketing efforts with some direct mail. We were tasked with developing new packages that would provide lift in response and adhere to the new brand standards while implementing tried-and-tested direct mail marketing principles. Not only are business owners shopping for the best rates, but they are also looking for a trusted insurance partner who can offer customized policies to keep costs down. Even in the business sector, DM must always answer the imperative question: “What’s in it for me?” With that in mind, we devised several packages that capitalize on our learnings and our extensive experience in marketing. As always, our goal is to strategically deploy best practices and proven devices that drive open rates and become conversions. 

Our solutions took branding cues from the Next website for a cohesive recipient experience. The letter packages we developed are reader-friendly and compartmentalize the information to allow for strong CTAs, bulleted benefits and dynamic substantiation of the brand differentiators. We created less copy-heavy pieces that could be easily scanned by busy business owners. As true tests, we would mail some in the current,  simple single-window OE and introduced one new pistol window that would pique interest with personalization and a tactile tip-on card.

The first letter would be mailed in a single-window #10 OE. We lead in with the cost savings and offer a straightforward letter that delivers the messaging in a more traditional layout, using a user-friendly QR code CTA side bar and a benefits anchor. We used the letter back for credibility building with industry specific reviews and accolades.

The second letter was built to be mailed in a new custom pistol window to really test open rates based on personalization and a tip-on card for tactile engagement. Another version of the copy is used, but we again lead with savings and ease. Sidebar letters work because the copy is in short blocks and is very reader friendly. We again anchor with a QR code driven CTA and a personalized, industry specific credibility backer. The tip-on card is a great way to extend the messaging with a removable, memorable reminder that will out live the letter.