Life Insurance

While reducing cycle time and production cost, the new format increased response rate.

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For this life insurance provider, direct mail serves as the backbone of their acquisition strategy, supported by continuous testing to ensure they get the most out of their efforts. In one test, they sought to reduce the cost and production time of the control package.

Test: Change the envelope to a closed end mailer.

Changing the outer envelope from a #10 window to a #10 closed end mailer allowed for production of the entire package on one web inline press in one pass. This was inclusive of 1:1 personalization with variable imaging on each component. In addition, we set up the data to print in postal sequence, so the order came off the press ready to enter the mail stream.

The insurance provider eliminated one full week of production time.

Not only did production costs decrease 30%, but the new format outperformed the window envelope control in response rates.

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