My post earlier this week described some of the marketing techniques I found in a promotional letter from Travelers Insurance. But there were so many aspects to discuss that I divided the post into two parts.

My first post covered the front of the two-sided letter. There’s one more feature that spans the front and the back. (Image of the front of the letter is found in Part 1.)

Bold Contact Information — The sidebar that runs down the right side is a prime place to set off the information people need to accept your offer. For the Travelers letter the information is a phone number and website. You could also personalize your marketing materials with a nearby branch office address and so on.

The Travelers marketing department makes it easy to find the contact information. It’s on the spot-glued plastic card, in the sidebar, and on the back.

Let’s examine the back of this letter more closely. Click on the image for a larger view.

Credentials — I warn clients against making the copy all about their company. You should focus on the prospect and how your offer benefits her. But this list of information, which appears to be about the company, is presented so the prospect sees the advantage she gets by becoming a Travelers policyholder.

You can sprinkle awards, logos, and other tidbits like these onto almost any format of marketing materials you’re using.

Testimonials — This is a “don’t take my word for it…” technique. Get real customers to tell prospects your company is a good place to take their business. Testimonials are seldom used because marketers have trouble or don’t take the time to track down examples. (Follow the links below for more about testimonials.) When used properly, testimonials are a powerful marketing technique.

More — The letter copy itself is written to convince the prospect that switching to Travelers is a smart move. While I won’t take up space here, read the letter for yourself and watch for references to a no obligation quote, recent survey results, and easy claim service.

The Envelope — This is a unique carrier envelope. I included an image so you could see how some features I mentioned in Part 1 are emphasized by using the elongated double windows.

Copy shows through upper window. Card shows in bottom window.

As I pull the envelope out of the mailbox, I see:

• My name in three places
• Average annual savings
• 3-D insert

This is a well-planned design and the envelopes would likely have been created specially for this campaign. The logo and return address are on the envelope’s back.

If I were a financial services marketer, this letter package is an example I’d put in my idea file for future reference. Think how you can include some of these ideas and techniques in your future marketing campaigns.

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Start Your Own Idea File

Read more about testimonials:

Testimonials: Almost Their Own Words

An Idea or Two for Testimonials

Here’s a link to Part 1.