Direct Line’s Complete Book of Offers Direct Mail

5Mar/092

Direct Line must have rolled out a huge direct mail campaign today, Direct Line's Complete Book of Offers. Seems everyone is trying to offer some special deal, discount or offer, in order to win your business. This cheque book style voucher booklet has a number of products and services that Direct Line are promoting, as well as cementing their statement that they are not on price comparison websites.

So this range of benefits from is something that I might not get with other insurers, so I'm being persuaded that it's time for a "good deal better". Well if I do stick this booklet into my important drawer, I'd better open it up again if I want to make use of some of these offers. Many of the offers end 30th April 2009, so having 2 months to act upon this is a bit hit or miss, in my mind.

Direct Line's Complete Book of Offers include;

Car Insurance - 12 months' car insurance for the price of 10
- only new customers in their first year, ends 30th April 2009
Van Insurance - 12 months' van insurance for the price of 10
- only new customers in their first year, drivers over 21 with full licence for at least 1 year, ends 30th April 2009
Home Insurance - 12 months' home insurance for the price of 10
- only new customers buying contents cover, buildings cover or both, ends 30th April 2009
Breakdown Cover - Cover starts from as little as £35 a year
Home Response 24 - Cover for home emergencies with 15% online discount
Pet Insurance - £1,000 worth of pet food to be won every week
- ends 31st March 2009
Travel Insurance - Save 25% when you buy online
- ends 12th March 2009
Life Cover - Cover from £6 a month
Business Insurance - Guarantee to beat same cover elsewhere
- if accept quote by 30th April 2009

With just a direct telephone number, which I guess is trackable, and the web address, I wonder what the ROI would be? I guess you have to be in a position to want one of these products, as you're unlikely to want to take all of them.

Nice idea, but I think there are better ways of promoting these offers to people via the web. What a lot of wasted paper going through letter boxes across the country. Digital advertising is the answer, as it's better for the environment!

Tagged as: Digital Advertising, direct mail Leave a comment

Comments (2) Trackbacks (0) ( subscribe to comments on this post )

Ali
March 6th, 2009 - 10:01

… and whilst we’re on the subject of Direct Line and wasted paper. I’m a happy customer. I recently had an accident and my car was repaired within a week and a half. I had a decent hire car and my excess was waived. The cynic in me thinks the latter has something to do with my insurance coming up for renewal VERY shortly but either way it’s all good.

BUT when my own brother doesn’t send me a birthday card and my car insurance company does – something is most definitely wrong. I might have been a little more touched by this sentiment had the card actually arrived on my birthday and not, in this case, 10 days after. So PLEASE Direct Line, save your marketing money (and my policy costs) and stop send personalised birthday cards out to your customers. We’re not friends, we’re not family (Jonathan!! ) but I will like you loads more if the cost of my insurance cover is lower
Insurance Cynic
January 14th, 2010 - 17:14

I take a lot of these marketing offers with a pinch of salt – it’s just hype to grab more attention than their competitors. My advice is never to be swayed by these often hollow deals and shop around before buying any policy with a firm grasp of what you need so you can compare like with like. And don’t be tempted to just accept your renewal because they were good value last year or you can’t be bothered to shop around. I’m sure a good deal of their turnover comes from policyholders apathy!