I received at home mailers for auto insurance last Friday, May 23, from three different insurers. This is a Fail for Timing, albeit an accidental one. What is not accidental is that the mail arrived close to a holiday weekend. Consumers are far less likely to read mail related to low-interest categories on the business day prior to or just after a major holiday. They are more focused on, well, the holiday – traveling, hosting, or just taking a couple days off from the rat race. This is not exactly a typical time to think about saving on your car insurance.
call to action and benefit. And, just to top things off, a buckslip is included that communicates popularity along with a reinforcement of benefit and call to action. Richard Benson would be proud.