Zazou Marketing

As the future of our country’s health care is debated, the health care insurance companies look like they are getting nervous — or at least preparing for the worst. What’s the indicator? Health insurance companies have increased direct mail offers by 18% in the past year, according to Mintel Comperemedia (as reported by MediaPost’s MarketingDaily).

The reason I mention it here is because I find it interesting how they are using their copy to differentiate themselves from one another. According to MarketingDaily:

United Healthcare advertises affordability and choice in its new UnitedHealthOne brand, while Blue Cross Blue Shield of Georgia’s SmartSense plan focuses on low costs for the unemployed. Taking a slightly different angle, Kaiser Permanente’s direct mail emphasizes general health and well being, claiming “we’ll help you live well, be well, and thrive.”

No matter what you think about healthcare reform, we could probably all learn a bit from their savvy marketing efforts and attempts to grab some of the market by setting themselves apart from each other.

There are a lot of variables that make a direct mail campaign successful, whether it’s for an online or offline mailing. If you are thinking of a direct mail campaign, here are a few things to keep in mind: Have a good list, hit a mailbox more than once, have an eye-catching design, and have good copy. All of these things have a huge impact on how many people will pay attention and, ultimately, hire you or buy your product.

A Good List: Getting a good list is the first thing you need to do. That means that your lists needs to be people or companies who are interested in what you do, or, even better, they are already looking for you. Having people opt-in to your list is obviously going to be most effective.

Show Up Often: Most marketing professionals recommend that your direct mail message shows up in the same mailbox at least four times. It usually takes that many times for you to shake someone out of their day-to-day life tasks and take notice of you. So, the more you show up in someone’s mail or in-box, the better chance you have at getting a call.

Eye-catching image: If your direct mail doesn’t catch anyone’s eye, it’s not going to get very far. Simple as that.

Excellent Copy: Once you have the basics set up, then you need to have the right copy to keep their attention and call you (or whatever your call to action is). That means you need a headline that gets them intrigued in your offer. And that means to-the-point copy that tells them what you can do for them and why you are the one who they should hire (or why your product is best). Of course, keeping the copy easy-to-read, professional, and interesting are all key to engaging the reader.

Realistic Expectations: Expect a one to three percent return on your campaign. Extremely targeted campaigns can have returns much higher, in the 10 to 15 percent range, but don’t expect these numbers for the average campaign.

So, if you are going to invest in direct mail and want to ensure a return on investment, make sure to invest in the whole package—a good list, a good designer, a good marketing plan, and a good writer.