You find all the major reasons why insurance post card design is critical. All the key factors are covered. The post card you mail is not an advertisement for the insurance company, or for winning a trip. It has so keep its main purpose throughout. That purpose is to GET THE MAXIMUM RESPONSE. Your direct mail piece is not to sell, but instead to get you the lead of an interested person. Your job is to sell the interested person into wanting your products.
THE POST CARD SIZE 80% of the post cards you receive are the standard size of 4 inches by 6 inches. Because of the small size, the information is squeezed together, making key points hard to stand out. So many of these cards get lost in the daily mail shuffle. Some are caught inside other larger advertising pieces. The large size postcards, 6 inches by 9 inches, stand out from the crowd, and have plenty of room for your message. As a result, studies show many more people read an oversized postcard in its entirety.
POST CARD COLOR Too many postcards are just overly bland, or a complete side is wasted with a beautiful photograph with a multitude of colors, but without any wording. If you want to go the most effective low cost method, a medium yellow stock works well. Wiser is opting for a glossy 14 pt. cover, with 4-color printing on both sides. The price increase on the oversize postcard is less than you think. What you should be thinking is how a nice 4-color card can increase your direct mailing response.
POSTAGE COSTS TIPS Here is where insurance people don't think. Do you really think it matters by the printed postage insignia? It says either in small print "presorted first class" or "presorted standard mail". On your mail, you pay around 23 cents for first class postage for your small postcard. Your twice as large, oversized message card with standard (bulk mail postage), costs around 26 cents each. Your response rate will be the same.
NEVER send out your own mail at 42 cents each. Use a direct mail house to do it and save.
THE HEADLINE This should be catchy, and printed on your postcard with contrasting colors, like red with yellow, black with yellow, or yellow with dark blue. The amount of words should be ideally between 5 and 10, and sound very exciting. Picture a highway billboard. This is the most important part of your card. It is so vital that it determines if the rest of your message will get read.
THE SUB HEADLINE Although some messages have two, one short sentence or phrase is preferable. This again stands out from the crowd. A post card with a brilliant headline and riveting sub headline can increase the amount of readers by almost 50% additional at no extra charge to you.
THE TEXT CONTENT Too many insurance direct mail messages scare away potential clients. They go into either a long company history or their personal history, or trying to impress the reader. It does not. Next, the policy benefit features are heaped on. The reader only wants to know what this product for do to improve his or her life. If you can achieve only that, you will increase your response rate. In fact, it is good to leave out some of the policy benefits, as this leads their inquisitive mind to want to find out.
GIVE AWAY A GIFT You are going to spend all this money on a mailing. Yet you are going to be a tightwad to spend a few bucks to increase your response by 20%. Every reader has a hard time resisting something for nothing. An insurance person sending out a free, no obligation motivational ebook is very smart. Very little is spend to acquire the Ebook giveaway rights, and people that get something for nothing are a lot easier to get phone or face-to-face appointments with.