Marketers know that personalization is important, however, many think personalization is saying “Dear Susan” or “Dear Tim”. When we receive a piece that truly is personalized, we sit up and take notice. Bravo Insurance recently mailed a personalized piece that was personalized in such an interesting manner that I wanted to share it in this blog. Let’s take a closer look.
Format: #10 envelope with an 8.5×11” letter inside.
Design: Full color envelope and letter. The letter had a nice, easy to read layout and included a photo of the team at Bravo Insurance.
Printing and Paper: There were no special printing techniques used, the stock was heavy enough and the envelope arrived in good condition.
Presentation: I received the mailer as is and it really stood out in my mailbox. I’ll explain why in the personalization section. Bravo Insurance used a handwriting font on the envelope which looked very nice.
Purpose: Bravo Insurance is trying to drive homeowners to switch their homeowner’s insurance to them.
Offer and Call to Action: The letter included a quote for homeowner’s insurance even though I did not request it. Still, an interesting tactic to be proactive and hope homeowners call them to switch. The call to action was to call or email Bravo.
Digital technology integration: None but none was needed.
Personalization: This was the best part of the mailing! Kudos to Bravo Insurance for making the mailer relevant to me. Here’s how it worked: when I was going through my mail, I noticed an envelope with an image of my home on the front. That really made me interested in what was inside! The letter was addressed to us and included another photo of our home, our name, address, square footage of our house, and the year built. They also included a quote for the insured value and yearly premium. In case the recipient was uncomfortable with the mailing, there was a phone number to call to be removed from the mailing list. Bravo also mentioned they did not actually visit my property but that all the information was garnered from public records.
This mailing had the wow factor from the standpoint it was super personal – how many mailings have you received that are this personal? From the photos of my house to knowing some of my personal information without being intrusive, this campaign is what personalization should look like.