A recent study conducted by Kramer Direct analyzed 53 mailings a senior received up to eight months before his 65th birthday. They looked at the timing, format and offers that were sent to him in order to increase the effectiveness of your promotions, communications and strategies with the market aging into Medicare.
The companies who sent information and were included in the study were AARP, Aetna, Bankers Life & Casualty, Blue Cross/Blue Shield, Bravo, Colonial Penn, Humana, Physicians Mutual, United HealthCare, United of Omaha and Health Spring.
Eight-eight percent of the mailers
were received between July and December, but the subject got a mailer as early as March. Envelope mailers were the overwhelming majority at 66 percent; postcards were used 30 percent; and tri-folds were used significantly less at only 4 percent. Most of the mailings proposed an offer to grab the prospect’s attention, with 45 percent of the mailers promising information or posing a question of interest to the senior.
The study concluded the following:
- To stand out from the competition and reach prospects before the other offers, it is best to mail six months in advance of prospect’s birthday.
- It is best to provide a mail-back option, rather than a single postcard with only a call-back option.
- Questions and new information are the best way to get the prospect’s attention based on the results of the study.
- Don’t just consider targeting the turning 65 audience. Many agents have had success targeting ages 66+ to help prospects save money on their current coverage.