Soaring on Simplicity

“If we were selling a life insurance plan, the materials would read something like: ‘Dear Captain Sample, at your present age of 45, you are eligible for $100,000 of insurance at a rate of $55 a month,’” she says. “For this package, AFA is extending a much simpler insurance product, where the rate doesn’t change based on a member’s age.”

Personalization pays off
According to Paul Barry, the cost to produce the package was quite low because the letter, order form and buckslips were lasered on the same continuous form, thereby justifying the use of personalization. The individual elements were spliced apart and inserted into the envelopes.