Case Study

Format Change

Switching to a Match Mail Approach Increases ROI


A major insurance company was seeing response rates drop on its control package and wanted a proven means of increasing response without investing time in testing a redesign.


Based on experience, our Polaris Direct team recommended keeping the internal elements of the package the same using a closed face (match mail) format. This recommendation was made based on knowing a closed face envelope has a higher open rate because it looks more important and personal than a window package. The increase in response to the closed face envelope was so significant, the client continued to use this kit as its control for over two years.