Today we're going to talk about how final expense direct mailers actually work.
This is more of an instructive article to describe the process in which final expense direct mailers are sought and ordered. Additionally, the article also serves to make sure you're working with a mail house that will do everything involved to make sure that you get your final expense direct mailers as you requested, and you're getting a quality return on the investment you put it.
The way final expense direct mailers work is that most final expense mail is done through professional business reply card mail houses. What they specialize in is printing off some sort of mailing card, whether it's inside of envelope, or it's actually a pressurized and sealed type of mailer, and mailing it off straight to the customer. After it's returned back to the mail house and scanned in, the final expense direct mailers are then emailed to us on an individual basis as it comes in.
What you won't see a lot of in final expense sales is that there's not a lot of plain old post cards with phone numbers to call. For some reason, the marketing approach to final expense gravitates around business reply cards. I think predominantly is because it's what works consistently. It has worked and always works. So there's a lack of initiative not to re-invent the wheel.
Final Expense Direct Mailers Almost Always Use A Business Reply Card Approach
A business card reply, itself, is a detachable card that come off of the letter or marketing piece. The person fills out the card, puts their number on it, and sticks it in the mail box to reply to get more information. That card itself is a lead card of which we use to set appointments, or take to the door to actually speak with the person about selling them life insurance.
The reason the final expense direct mailers are used over other leads is that you have something of proof to show these people when you show up. Essentially, a final expense lead mailer is a crutch. You can say, "You sent this card in, I'm here to deliver the information." Plus, there's the engagement on the part of the prospect. They see it and they say, "Oh I remember sending that," and they see their signature and exactly what they filled out. The final expense direct mailers process endears them more to have a conversation with you, whether or not the leads are fresh or are aged direct mail leads.
That's why you don't see a lot of these marketing approaches to burial insurance that involve some sort of post card approach using a typical 'call this number for more information'. That approach is atypical in final expense. Most agents gravitate around the simple business reply card mailer.
In some circumstances, you can set up a PO box or a business reply mailbox. This allows you to get the final expense direct mailers sent back to you directly. The turnaround time is a couple days faster. But it does cost you more money.
You can learn more about final expense insurance leads direct mail, and which type of lead is best, in my article here.
The Best Agents Focus On Their Core Competencies And Outsource Functions Others Can Do Better, Like The Actual Marketing of Final Expense
The whole concept of using these lead houses that are geared toward the final expense market is that it makes the process much easier to actually generate final expense leads and to give you more time to work those leads. We want to outsource the components of our business that are better suited elsewhere. So in this circumstance, our job as a final expense agent is to sell final expense. There are plenty of organizations which can do a good job providing final expense direct mailers in a consistent manner. This will streamline your marketing process, and allow you to get out there and do what activity returns you the highest investment which is always selling final expense.
That's how final expense direct mailers work in the final expense business. You can find them associated with actual agencies, like mine, or you can do them retail. There is a big problem going retail these days in many parts of the country because the prices are much higher. So it's becoming more intelligent to work with an agency that has economies of scale, and can give you a better price because they work with a ton of agents. Lastly, make sure to check out my direct mail final expense leads overview to get even more information on final expense direct mailers.