what direct mail designs do seniors prefer?
TRANSCRIPT
© 2016 Media Logic USA, LLC & Competiscan, LLC.
To optimize direct mail performance, we conducted an online survey of 250 adults aged
65+. We showed them various envelopes and letters – all to understand what designs
and formats this target audience is most likely to open and read.
Direct mail is the foundation of an effective Medicare AEP
marketing campaign.
This report, focused on design, is Part 1 of a two-part direct mail survey. Part 2, focused
on messaging, will be out in the coming weeks. Make sure you’re subscribed to our health
care newsletter (see last page) to get Part 2.
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE HIGHEST-RANKED ENVELOPE DESIGNS
Respondents that preferred these envelopes provided feedback like:
Envelope with Big Window Solid Color Envelope 2-Color Envelope
} Grabbed my attention
} Friendlier
} Stood out/different
} More interesting
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE LOWEST-RANKED ENVELOPE DESIGNS
Blank Envelope Manila Envelope Envelope with Border
OBSERVATIONS ON ENVELOPE DESIGNS:
Envelopes with more visual appeal ranked higher than those with more traditional
business-like designs.
Although these were the lowest-ranked, some respondents preferred these
traditional business-like envelopes because they felt they looked less like
advertisements and were more intrigued to find out what was inside.
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
NO CLEAR WINNER OR LOSER WHEN IT COMES TO ENVELOPE SIZE AND FORMAT.
6x9 Envelope (top) and #12-sized (bottom)
The 6x9 and #12-sized
envelope generated
similar feedback:
9x12 Envelope Self-Mailer
} Looks more
professional/official
and business-like
} Less likely to
contain much filler
} Large size indicates
that there’s more
information inside
(considered a positive
to some and a
negative to others).
} Simple
} It doesn’t have to be
opened – the pertinent
message was visible
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE HIGHEST-RANKED LETTER DESIGNS
Respondents that preferred these letter designs provided feedback like:
Letter with Large Image Letter with Sidebar Letter with Johnson Box
} Looks easier to read/scan
} Quicker and easier to see
the main points
} Better layout
} Eye-catching, like the
pictures/graphics
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE LOWEST-RANKED LETTER DESIGNS
The letter without bullets was by far the least popular design. Respondents want
to be able to quickly scan the letter to get the main points. However, those that
preferred these formats felt they looked less like an advertisement and assumed
they included more information, though in reality they did not.
Plain Letter Letter with Bullets
OBSERVATIONS ON LETTER DESIGNS:
Overall, respondents preferred letters that included imagery and bullets as opposed to
straight text. The fewer the words the higher the average ranking.
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
IMPLICATIONS
Although envelope and letter formats and designs with more visual elements
were favored in this survey, no single format or design will appeal to the entire
Medicare population.
Therefore, it’s important to consider:
} Using a multi-touch cadence that offers variety in format and/or design
} Profiling and segmenting your audience to improve response
} Incorporating other marketing channels to capture targets who don’t
prefer direct mail
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
ABOUT MEDIA LOGICMedia Logic is a national leader in health care marketing – providing strategic, breakthrough solutions
that drive business. Media Logic offers deep experience in branding and lead generation, and is
expert at turning research and segmentation data into actionable plans. Leveraging more than two
decades of health plan marketing knowledge, Media Logic understands the nuances of group,
Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to
content marketing, everything Media Logic does is focused on generating results for clients… giving
them an edge in a competitive, constantly changing environment.
Visit www.medialogic.com for more information.
ABOUT COMPETISCANFounded in 2006, Competiscan provides its valued clients insights into the direct marketing
strategies of competitors. Competiscan and its powerful web-based search utility monitors direct
mail, email, mobile, online banners, print and social networking communications targeted at
consumers, businesses, financial advisors, insurance producers and providers over time. As the
market leader, Competiscan’s clients are better informed, leading to more effective communications
and marketing with the ultimate goal of staying ahead of the competition.
Visit www.competiscan.com for more information.
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© 2016 Media Logic USA, LLC & Competiscan, LLC.
Jim McDonald
Director of Business Development
Media Logic
866.353.3011
Richard Goldman
CEO & Founder
Competiscan
312.546.3489
Learn more about Competiscan at competiscan.com.
If you have any questions about this report
or any of the topics covered, contact:
Learn more about Media Logic at medialogic.com
and subscribe to our health care marketing newsletter
at medialogic.com/signup.