Case Study: Large National Insurance Company achieves 179% higher response with RR Donnelley direct mail folder mailing

Assumptive Positioning Lifts Direct Mail Response

RR Donnelley (RRD) worked with a large national insurance company that had been a long-time customer for more than 10 years. The company had been mailing a traditional #10 package to prospects, but design issues and a tired control rotation were causing response rates to decline, creating a challenge for RRD to outperform the existing control.

RR Donnelley recommended a new file folder-based direct mail package using assumptive positioning, with variable data on the outside and enclosed enrollment materials, a guaranteed acceptance certificate, a PIRX® card letter, and a reply envelope. The new format drove a 179% increase in response versus the standard control, proving the file folder approach to be a highly effective solution.