Chartis Uses a Shape Mailer to Lure Prospects In

February 11, 2010 by Joe Boland, assistant editor

multipage

The first goal for any direct mail campaign is to get noticed and opened ... and that's often the hardest part. There are any number of tactics marketers can use — big teasers, bright colors, fancy images. But insurance provider Chartis went a slightly different route with its latest control: a shape mailer featuring the image of a scuba diver.

The second of four mailers used in a series sent to high net worth prospects, the self-mailer is a funky design in a cloud/bubble-esque shape with smooth, rounded edges — no rectangular format or straight edges. With a scuba diver underwater jumping out at you in vibrant colors and the teaser, "CHARTIS Your world, insured," not to mention the unique shape, it's a creative piece that's impossible to ignore (Archive code #453-717857-0912; see thumbnails below).

"The interesting thing about this piece is the unique shape, size and material of the mailer," shares Tim Wood, vice president of business development for the Private Client Group division of Chartis. "When it comes out of a mailbox and you've got your handful of mail for the day, you can't help but notice it because of the color, because of the shape, the size, the vibrancy of the images."

To tie in to the scuba diver image, the reverse details the story behind the diver and how Chartis helped her out: "Her prized diamond bracelet was a gift to commemorate the birth of her child. When it fell off her wrist and into the water at the marina, she thought it was lost forever," it reads.

"But we understood the sentimental value of her bracelet," the mailer continues. "While most companies would simply pay the claim, we hired a professional diver to recover it safely and save the day." Talk about highlighting the unique selling proposition. With the promise of such dedicated insurance on full display, it's not hard to see why this control has been in the mail since 2007. And the unique look and feel of the design ensures prospects won't overlook the message.

"Insurance isn't something people typically wake up in the morning thinking about, so delivering our message in an eye-catching manner is crucial," admits Wood. "We want to compel the recipient to read it."

By all accounts, that's exactly what this mailer does. Though Chartis doesn't release individual mail piece results, Wood did share that the response is more than 2.5 times greater with this package than when the exact same image and message is produced on a 6" x 9" postcard. That response is measured in two ways. The mailer has an 800-number to call, so one way response is gauged is through phone calls received.

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