How to Improve Insurance Direct Mail Response Rates with Digital Handwriting

Posted by David Kindervater on Dec 5, 2019

So you have an insurance business and you want to know how to improve your direct mail response rates. There's good news. You can make it happen with a proven method that helps you stand out from your competitors. We created this no-nonsense outline that explains how digital handwriting technology can help you boost your insurance direct mail response rates.

Direct Mail Provides Proven Results

Just in case you still need a bit of convincing, let's look at some supporting direct mail marketing statistics.

  • Direct mail response rates have been steadily increasing for the past 10 years.
  • 77% of people sort through their mail immediately upon receiving it.
  • Over half of Americans consider it joyful to receive mail.
  • Almost all millennials love getting letters and packages in their mailbox.
  • According to the DMA Response Rate Report, over 5% of U.S. households respond to direct mail.
  • Direct mail's median household ROI is almost 30%.

Direct mail marketing is a $44-billion industry. The insurance industry spends $5.8 billion of that amount each year because insurance marketers know direct mail will improve their response rates. They're not wrong. As you develop your direct mail insurance plan, focus on cost savings, quality of service, ease of making a claim, and customer satisfaction. Then make it personal by adding an element of digital handwriting. The positive results will follow.

Digital Handwriting Improves Insurance Direct Mail Response Rates

insurance direct mail response ratesThink about the times you've received mail with handwriting on it. You're more likely to open that piece of mail first, right? The reason is simple. It's more personal. It looks like a real human being took the time to address it. That makes it more interesting to you.

By adding a special touch like digital handwriting to your insurance-related mailings, you can improve your response rates. Over 70% of insurance direct mail campaigns include personalization because it works. Here are a few examples.

Match Your Mailing with Your Target Audience

If you offer a variety of insurance options (such as life, health, auto, and home), variable data printing will allow you to match different aspects of a direct mail piece with your target audience.

For instance, if you're trying to sell an insurance policy to a first-time driver, it would make more sense to feature a picture of a young person next to a popular, youthful vehicle, like a Honda Civic or a Nissan Sentra. You'll likely experience better results than you would if you included a picture of an older couple standing next to a minivan. 

Additionally, when you include a handwritten note to the new driver, you add a unique element that helps you stand out and seem more caring.

Personalize Your Rates to Match the Prospective Customer

The insurance rates you charge will vary depending on your prospective customer's gender and age. Why not customize your direct mail campaigns to match these variables? When you're armed with this kind of valuable demographic data, you can come closer to determining the price consumers are likely to pay.

When you add a personal, handwritten message to the mailing, you'll immediately shine brighter than your competitors.

Understand Where Prospective Customers Lose Interest

insurance marketingAs you follow up with a prospective customer, there comes a point when they either lose interest in your services or move forward with your insurance company. To increase your chances of pointing them in the right direction, think of ways you can simplify their decision to buy insurance.

Consider adding a pre-paid envelope to your direct mailing. It will make things just a bit easier for them to complete an application when they don't have to find an envelope and address it. This may not seem like much of a deterrent, but it's the little extras that could go a long way in securing a new customer.

Also, consider adding a digitally handwritten note to the mailing. It will give your mailing some variety and help to convert prospective customers.

Add Digital Handwriting to Your Direct Mail Campaigns

When you add digital handwriting in any part of a message to your prospective clients, you increase your chances for an even better response rate. You could:

  • Include a personal business note to the recipient that asks them to send you an email or give you a call if they have any questions.
  • Address the outside of the envelope using digital handwriting to increase your open rates—and in turn, your response rates.
  • Send a thank you note to your customers to let them know how much you appreciate their time and/or business.

It's Time to Improve Your Insurance Direct Mail Response Rates

There are a variety of ways to approach potential customers about your insurance offerings. But one thing stands to reason. When you apply the personal touch of digital handwriting to any part of a direct mail marketing campaign, you increase your chances of getting a response.

Simply Written helps you form a human connection in an oftentimes less-than-personal digital world. Few forms of communications are as engaging and powerful as a handwritten note to your prospective customers. Contact us today to find out how handwritten notes can help your business succeed.

Topics: Handwritten Business Notes, direct mail, digital handwriting