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- 97,437 mail pieces studied in this market
- 15–20 common creatives with examples
- Formats, offers, ways the offer builds trust, ways to respond, and ideas to test
Auto insurance direct mail,
explained.
Auto insurance includes 97,437 eligible pieces—20.3% of insurance—with 97,430 analyzed across 574 observed sender labels. The median piece is 4 pages. Use this guide to plan one clear control and one-variable tests.
For a driver reviewing auto coverage, this piece helps them understand the offer and request a quote.
easy to act on.
Who it is for
What it offers
How to respond
Source: Auto insurance identity row plus clearly labeled Insurance parent-sector patterns from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.
What auto insurance mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a driver decide whether to request an auto-insurance quote.
The main problem
Teaser premiums, bundling noise, and confusion with shop-service mail.
The safest first move
Use this first message plan: Coverage, qualified premium example, action, eligibility. Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not auto-insurance-only. Choose it only when it fits the reading job.
Counts describe observed mail, not results. These figures are not response rates, conversion rates, lift, cost, or return on investment.
Know the exact auto insurance market
Start with the narrowest reliable market before you use a broad sector average.
Auto insurance is coverage mail. Do not brief it as oil-change or ESP mail.
Auto insurance has 97,437 eligible pieces (20.3% of Insurance) and 97,430 analyzed records across 574 observed sender labels. Format, message-pattern, offer, proof, and response-path rates come from the insurance sector, not auto-insurance-only, which has 479,853 eligible pieces.
Pieces found by market
See the market table and how to use it
| Market | Pieces | Share | Sender labels | What it means |
|---|---|---|---|---|
| Auto Insurance | 97,437 | 20.3% | 574 | Coverage mail. This page. |
| Automotive Services | 51,194 | 74.9% | 215 | Automotive category; share is of Automotive, not Insurance. |
| Health Insurance | 155,288 | 32.4% | 3,043 | Different object. |
Use the narrowest reliable market row for the campaign. Parent-sector patterns stay labeled as parent context.
Start with the reader and the moment
A useful message begins with a real reason for the mail to arrive now.
A real reason to arrive
driver approaching renewal
A clear concern
a premium that ignores driving record
A small next step
Request a quote or call.
“For a driver reviewing auto coverage, this piece helps them understand the offer and request a quote.”
Use this sentence in the campaign brief. If it names several unrelated audiences, split the campaign.
See the computer-assigned audience and buying-stage labels
These labels come from words found in the mail. They do not come from verified mailing lists.
| Audience label | Pieces | Share |
|---|---|---|
| Homeowner Or Household | 267,257 | 55.7% |
| Existing Customer | 246,795 | 51.4% |
| New Prospect | 199,460 | 41.6% |
| Older Adult Or Retiree | 169,177 | 35.3% |
| Borrower Or Credit Seeker | 90,704 | 18.9% |
| Small Business | 86,800 | 18.1% |
| Traveler Or Guest | 40,690 | 8.5% |
| Donor Or Supporter | 17,411 | 3.6% |
| Lapsed Or Winback | 7,361 | 1.5% |
| Buying-stage label | Pieces | Share |
|---|---|---|
| Awareness Or Education | 405,878 | 84.6% |
| Consideration Or Comparison | 371,630 | 77.4% |
| Decision Or Action | 368,616 | 76.8% |
| Retention Or Cross Sell | 85,403 | 17.8% |
| Renewal or win-back | 62,794 | 13.1% |
Four common ways auto insurance mail starts the conversation
Use these patterns to understand the market. Do not copy them without a reason.
A message pattern is the order of the offer, proof, and next step. These patterns come from the insurance sector, not auto-insurance-only. They show what appeared often. They do not show what worked.
Lead with a real incentive
Use when a bonus or gift is the reason to act.
Watch for: The bonus can hide fees or eligibility.Renew or win back a customer
Use when the reader already has a relationship.
Watch for: Sounds like cold acquisition if the account context is missing.Mission Or Donation Appeal
Use when the next step is a gift or membership.
Watch for: Wrong control for a financial product.Ask for a quote or a conversation
Use when the next step is a quote, not an application.
Watch for: A quote request that reads like enrollment.See all message-pattern data
| Message pattern | Pieces | Share |
|---|---|---|
| Lead with an incentive | 350,448 | 73.0% |
| Renewal or win-back | 61,359 | 12.8% |
| Mission Or Donation Appeal | 18,826 | 3.9% |
| Quote or consultation | 12,140 | 2.5% |
| Explain, then ask for one action | 12,115 | 2.5% |
| Rate Led Financial Acquisition | 11,014 | 2.3% |
| Trust Led Education | 9,190 | 1.9% |
| Customer Cross Sell Or Service | 4,021 | 0.8% |
| Deadline Driven Offer | 718 | 0.1% |
Use the leading pattern as a control only when it matches the reader and the next step.
16 common direct-mail designs in Auto Insurance mail
See how common Auto Insurance mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
State Farm local-agent quote letter
Plain outer envelope, local-agent quote letter, price or discount language, and one shopping response.
Observed in at least 1,989 unique pieces -
Blue modular savings-and-protection package
Blue offer envelope, benefit bridge panel, price-led letter, proof block, and dense inserts.
Observed in at least 1,769 unique pieces -
Progressive modular savings package
Blue modular package, people-led savings letter, price panel, terms pages, and phone response.
Observed in at least 1,580 unique pieces -
GEICO simple-switch letter
White envelope, switch-and-save letter, gecko device, and web response.
Observed in at least 1,242 unique pieces -
Blue savings package with person-led letter
Blue savings envelope, illustrated benefit panel, people-led letter, terms inserts, and phone response.
Observed in at least 1,158 unique pieces -
GEICO savings-and-QR response package
Savings envelope, large offer headline, gecko letter, QR or web response, and supporting insert.
Observed in at least 1,146 unique pieces
See all 16 common creatives
-
Progressive savings letter with proof panel
Blue offer package, savings comparison panel, people-led letter, terms insert, and phone response.
Observed in at least 993 unique pieces -
Lifestyle-led savings comparison package
Blue savings package, lifestyle-led offer panel, response letter, proof sidebar, and terms insert.
Observed in at least 905 unique pieces -
Savings-rate package with headline card
Blue package with prominent rate badge, illustrated offer panel, response letter, and web response.
Observed in at least 832 unique pieces -
Savings-wheel response package
Blue package with savings-wheel device, offer letter, proof panel, terms page, and phone response.
Observed in at least 662 unique pieces -
Hartford experienced-driver offer
Orange affinity envelope, experienced-driver offer letter, AARP proof panel, and quote response.
Observed in at least 539 unique pieces -
Allstate coverage-comparison letter
Quality-and-coverage package, comparison table, proof copy, and phone response.
Observed in at least 501 unique pieces -
GEICO blue-and-red response package
Blue-and-red response device, personalized letter, terms panel, and web response.
Observed in at least 482 unique pieces -
Broad household savings package
Blue savings package, broad household offer panel, people-led letter, proof section, and web response.
Observed in at least 469 unique pieces -
Savings-badge offer package
Blue offer package with savings badge, people-led response letter, proof panel, and phone response.
Observed in at least 463 unique pieces -
Amica personal-auto quote letter
Green-and-black personal-auto package, coverage and price detail, service proof, and phone response.
Observed in at least 393 unique pieces
Each design groups similar mail pieces. The count covers the reviewed set, so the true total can be higher. A common design is not a proven winner.
Choose a format that fits the reading job
The leading format comes from the insurance sector, not auto-insurance-only. It is not a performance result.
Envelope + Letter + Inserts
This is the leading format in the insurance sector, not auto-insurance-only. Use it as a control only when the reader needs that amount of explanation.
Auto insurance pieces have a median length of 4.0 pages and 970.7 characters per page. Mean response-step complexity is 7.98; mean disclosure balance is 0.348.
Compare all observed format labels
These are computer-assigned format labels. They are not production specifications.
| Format label | Pieces | Share |
|---|---|---|
| Envelope + Letter + Inserts | 357,271 | 74.5% |
| Envelope + Letter/Insert | 72,272 | 15.1% |
| Folded Self-Mailer / Short Brochure | 37,265 | 7.8% |
| Multi-Page Letter / Brochure | 4,718 | 1.0% |
| Booklet / Catalog | 3,973 | 0.8% |
| Short Multi-Component Package | 3,259 | 0.7% |
| Single-Piece Mailer; Geometry Unavailable | 1,072 | 0.2% |
| Uncertain Physical Format | 1 | 0.0% |
Build the piece in a clear reading order
Each part of the package should answer one question for the reader.
Envelope
Show relevance. Do not place the full sales claim outside.
Opening
Name the reader and the reason for contact.
Offer
State premium, deductible, quote in one clear reading path.
Proof
Use carrier strength, local agent, ratings, qualified examples.
Next step
Request a quote or call.
Disclosures
Place an important limit near the claim that it changes.
See the observed page and component labels
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 479,830 | 100.0% |
| Ask for a response | 476,891 | 99.4% |
| Address a concern | 472,273 | 98.4% |
| State the offer | 464,460 | 96.8% |
| Give proof or reassurance | 437,584 | 91.2% |
| State limits or disclosures | 408,997 | 85.2% |
| Explain Or Support | 340,265 | 70.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 429,543 | 89.5% |
| Outer Envelope | 429,543 | 89.5% |
| Insert Or Terms Pages | 365,962 | 76.3% |
| Reply Device | 156,494 | 32.6% |
| Voucher Coupon Or Certificate | 88,037 | 18.3% |
| Self Mailer Body | 37,265 | 7.8% |
| Card Carrier Device | 7,420 | 1.5% |
| Undetermined Component | 3,992 | 0.8% |
| Booklet Or Catalog Body | 3,973 | 0.8% |
Use plain language and complete claims
The reader should not need auto insurance expertise to understand the offer.
Write from the reader’s decision. Do not write from the company structure. Use common words. Define a specialist term the first time you use it.
Save $500 on car insurance. Guaranteed. Switch today.
If you want to review auto coverage, request a quote or call. Any premium example is limited to the assumptions printed next to it.
Useful sentence patterns
- When [renewal or new vehicle], a driver can review auto coverage with [qualified premium example] and request a quote.
- Request an auto quote: [qualified value], [action], [limit].
See the observed message-sequence labels
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Next Step → Proof → Qualification | 32,455 | 6.8% |
| Offer → Next Step → Qualification → Proof | 18,471 | 3.8% |
| Next Step → Offer → Proof → Qualification | 17,612 | 3.7% |
| Offer → Next Step → Qualification → Proof → Problem | 14,977 | 3.1% |
| Proof → Offer → Next Step → Qualification | 14,445 | 3.0% |
| Offer → Proof → Next Step → Qualification | 14,427 | 3.0% |
| Proof → Qualification → Offer → Next Step → Problem | 12,022 | 2.5% |
| Offer → Next Step → Proof → Qualification → Problem | 11,547 | 2.4% |
| Offer → Qualification → Next Step → Proof | 11,177 | 2.3% |
| Proof → Offer → Next Step → Qualification → Problem | 10,685 | 2.2% |
| Next Step → Offer → Qualification → Proof | 10,528 | 2.2% |
| Offer → Proof → Qualification → Next Step | 9,962 | 2.1% |
| Proof → Next Step → Qualification → Offer → Problem | 8,912 | 1.9% |
| Proof → Next Step → Offer → Qualification | 8,521 | 1.8% |
| Offer → Next Step → Proof | 7,939 | 1.7% |
| Next Step → Offer → Qualification | 7,216 | 1.5% |
| Next Step → Proof → Offer → Qualification | 7,084 | 1.5% |
| Offer → Next Step → Qualification | 6,931 | 1.4% |
| Next Step → Offer → Proof → Qualification → Problem | 6,690 | 1.4% |
| Next Step → Qualification → Offer → Proof → Problem | 6,594 | 1.4% |
| Offer → Proof → Next Step → Qualification → Problem | 6,563 | 1.4% |
| Proof → Qualification → Offer → Next Step | 5,966 | 1.2% |
| Proof → Offer → Qualification → Next Step → Problem | 5,923 | 1.2% |
| Proof → Next Step → Offer → Qualification → Problem | 5,855 | 1.2% |
| Offer → Next Step | 5,850 | 1.2% |
| Next Step → Offer → Proof | 5,806 | 1.2% |
| Next Step → Offer | 5,753 | 1.2% |
| Offer → Next Step → Proof → Problem → Qualification | 5,589 | 1.2% |
| Next Step → Offer → Qualification → Proof → Problem | 5,583 | 1.2% |
| Proof → Offer → Next Step | 5,566 | 1.2% |
| Proof → Offer → Qualification → Next Step | 5,548 | 1.2% |
| Next Step → Qualification → Offer → Proof | 5,546 | 1.2% |
| Qualification → Offer → Next Step → Proof | 5,502 | 1.1% |
| Offer → Proof → Qualification → Next Step → Problem | 5,384 | 1.1% |
| Offer → Qualification → Next Step → Proof → Problem | 5,339 | 1.1% |
| Qualification → Offer → Next Step → Proof → Problem | 5,136 | 1.1% |
| Proof → Qualification → Next Step → Offer | 4,896 | 1.0% |
| Offer → Proof → Next Step | 4,761 | 1.0% |
| Offer → Qualification → Proof → Next Step | 4,753 | 1.0% |
| Proof → Next Step → Offer | 4,735 | 1.0% |
| Next Step → Proof → Offer → Qualification → Problem | 4,573 | 1.0% |
| Qualification → Offer → Proof → Next Step | 4,343 | 0.9% |
| Next Step → Proof → Offer | 3,934 | 0.8% |
| Qualification → Next Step → Offer → Proof | 3,711 | 0.8% |
| Proof → Offer → Problem → Next Step → Qualification | 3,642 | 0.8% |
| Proof → Next Step → Qualification → Offer | 3,588 | 0.7% |
| Proof → Offer → Next Step → Problem → Qualification | 3,401 | 0.7% |
| Qualification → Next Step → Proof → Offer | 3,350 | 0.7% |
| Proof → Qualification → Next Step → Offer → Problem | 3,296 | 0.7% |
| Offer → Next Step → Problem → Proof → Qualification | 2,979 | 0.6% |
Keep the offer in one place
A clear offer states the value, the action, the timing, and who can use it.
Keep these four parts in one reading path. The offer becomes hard to understand when the reader must search for a limit or a deadline.
See offer and qualification data
| Offer label | Pieces | Share |
|---|---|---|
| Price Or Payment | 428,883 | 89.4% |
| Free | 357,239 | 74.4% |
| Discount Or Savings | 288,464 | 60.1% |
| Appointment Or Event | 134,627 | 28.1% |
| Reward Or Bonus | 62,688 | 13.1% |
| Rate Or APR | 31,436 | 6.6% |
| Bundle | 21,871 | 4.6% |
| Fee Waiver | 863 | 0.2% |
| Donation Match | 243 | 0.1% |
| Qualification level | Pieces | Share |
|---|---|---|
| High | 169,977 | 35.4% |
| Moderate | 152,028 | 31.7% |
| Low | 142,277 | 29.7% |
| None Or No Offer | 15,549 | 3.2% |
Connect every claim to proof
Trust grows when a claim, its evidence, and its limit stay together.
What do you want the reader to believe?
What fact, credential, or process supports it?
What condition changes the meaning?
Assign an owner to every important claim before design begins. Keep the evidence file, the limit, and the approval date with the claim.
See proof and objection data
| Proof label | Pieces | Share |
|---|---|---|
| Security Or Privacy | 282,870 | 58.9% |
| Credentials Or Certification | 276,370 | 57.6% |
| Guarantee or reduced risk | 224,598 | 46.8% |
| Tenure Or Experience | 181,386 | 37.8% |
| Testimonial | 171,645 | 35.8% |
| Local Presence | 169,464 | 35.3% |
| Rating Or Award | 166,744 | 34.7% |
| Process Explanation | 48,821 | 10.2% |
| Product Or Service Detail | 43,184 | 9.0% |
| Customer Or Scale Count | 2,101 | 0.4% |
| Concern addressed | Pieces | Share |
|---|---|---|
| Price Or Affordability | 420,798 | 87.7% |
| Time Or Urgency | 417,855 | 87.1% |
| Eligibility Or Qualification | 321,081 | 66.9% |
| Risk Or Security | 300,821 | 62.7% |
| Trust Or Credibility | 291,629 | 60.8% |
| Effort Or Convenience | 261,357 | 54.5% |
| Switching Or Change | 124,644 | 26.0% |
| Commitment Or Contract | 26,484 | 5.5% |
Design for a quick household scan
Use layout to reduce uncertainty. Do not use decoration as proof.
Review the printed piece at its real size. Also hold it at arm’s length. Check it under normal household light.
See observed visual labels
A visual label means the system found an image idea near text. It is not a pixel measurement.
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 479,778 | 100.0% |
| People Or Lifestyle Text Adjacent | 342,971 | 71.5% |
| Product Or Service Text Adjacent | 278,453 | 58.0% |
| Diagram Or Comparison Text Adjacent | 203,114 | 42.3% |
| Copy Led | 40 | 0.0% |
| Balanced Image Copy | 12 | 0.0% |
Use personal data only when it helps
Relevance comes from the reason for contact, not from a printed name alone.
Use personal data only when it is accurate, useful, and suitable for the message. Do not expose sensitive information on the envelope.
Connect each personal fact to a useful reason for contact. Create a safe fallback for every missing field. Print and check every variable version.
See observed personalization labels
| Personalization label | Pieces | Share |
|---|---|---|
| Local Or Geographic | 290,838 | 60.6% |
| Named Recipient Or Salutation | 277,238 | 57.8% |
| Product Specific Recommendation | 181,926 | 37.9% |
| Named Representative | 143,287 | 29.9% |
| Customer Or Account Context | 121,483 | 25.3% |
| Deadline Or Renewal Date | 115,999 | 24.2% |
| Unique Code Or Web Address | 25,964 | 5.4% |
| Selected Or Prequalified | 9,579 | 2.0% |
Named-recipient language is 57.8% of pieces and 14.8% on an equal-brand mean.
Large mailers can inflate the piece-weighted rate.
Name-on-the-letter is not a strategy.
Give the reader one main next step
Two response paths can work together when one is clearly primary.
94.9% in the insurance sector, not auto-insurance-only. Observed frequency does not set its role in your brief.
84.2% in the insurance sector, not auto-insurance-only. Choose one primary path for the campaign.
Quote or phone primary. Do not land on a service-bay page.
See response-path and next-step data
| Response path | Pieces | Share |
|---|---|---|
| Phone | 455,495 | 94.9% |
| Web Address | 404,180 | 84.2% |
| Apply Or Enroll | 325,181 | 67.8% |
| Shop Or Order | 261,501 | 54.5% |
| Reply Mail | 156,494 | 32.6% |
| Appointment Or Quote | 152,080 | 31.7% |
| Qr | 26,499 | 5.5% |
| Donation | 6,202 | 1.3% |
| Store Or Location | 2,623 | 0.5% |
| Main next step | Pieces | Share |
|---|---|---|
| Phone | 192,060 | 40.0% |
| Apply Or Enroll | 129,593 | 27.0% |
| Web Address | 77,969 | 16.2% |
| Shop Or Order | 39,062 | 8.1% |
| Appointment Or Quote | 30,044 | 6.3% |
| Reply Mail | 4,975 | 1.0% |
| None Detected | 3,055 | 0.6% |
| Qr | 2,002 | 0.4% |
| Donation | 820 | 0.2% |
| Store Or Location | 251 | 0.1% |
Make the claim clear before you add the disclosure
A limit should explain a true claim. It should not rescue a misleading one.
The main claim must be true on its own. Place a material limit where the reader will see it with the claim.
Review these topics
- premiums
- discounts
- eligibility
- exclusions
This guide is not legal or financial advice. It does not promise approval, eligibility, savings, coverage, or investment performance. The licensed firm owns its rates, terms, eligibility, and approval decisions.
See disclosure-balance data
| Disclosure balance | Pieces | Share |
|---|---|---|
| Promotion and limits are balanced | 284,587 | 59.3% |
| Promotion is more prominent | 90,084 | 18.8% |
| Disclosure Heavy | 78,472 | 16.4% |
| Little promotion or qualification | 26,688 | 5.6% |
Mail for a real auto insurance moment
Plan from the in-home date. Use urgency only when the deadline is real.
Choose the date when the household should receive the mail.
Allow time to read, compare, and ask questions.
Use a real deadline only when the offer has one.
Keep the mailed promise in the quote page and call.
Plan from a real renewal date only if the list has it.
Time comparisons use only 1,242,943 records with a usable date (56.1459% of the eligible catalog). The remaining 970,831 records stay in full-catalog counts but do not enter time comparisons. Treat any time pattern as descriptive, not causal.
Follow useful category rules, then make one clear difference
A strong difference helps the reader understand or trust the offer.
The largest senders can make a design choice look common. Compare the number of pieces with the number of sender labels that use the same choice.
Use one clear audience, useful proof, and one main response path.
A quote market next to — not inside — automotive services.
Do not use a louder claim only to look different.
See sender concentration measures
Parent evidence: the insurance sector, not auto-insurance-only has 10,716 sender labels.
The ten largest sender labels in the insurance sector, not auto-insurance-only account for 43.8% of pieces.
The largest sender label in the insurance sector, not auto-insurance-only is UnitedHealthcare (16,164 pieces).
A practical first auto insurance campaign
Build a clear first version. Then change one item in each test.
- 01
Set the goal
Collect an auto-insurance quote request or qualified call.
- 02
Write one audience sentence
For a driver reviewing auto coverage, this piece helps them understand the offer and request a quote.
- 03
Choose the first version
Lead with a real incentive is the leading observed message pattern at 73.0% in the insurance sector, not auto-insurance-only. Use it only when it fits the reader and decision. Coverage, qualified premium example, action, eligibility.
- 04
Choose the package
Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not auto-insurance-only. Choose it only when it fits the reading job.
- 05
Set the response path
Quote or phone primary. Do not land on a service-bay page.
- 06
Prepare proof and final checks
Carrier or agent owner assigned before design. Claim ledger, discount assumptions, URL match, seed piece.
Change one item at a time
- Control: one qualified premium example.
- Cell A: renewal versus switcher opening.
- Cell B: proof only.
Final review checklist
Use this list before the piece goes to print.
Do
- Call this coverage mail.
- Put discount assumptions next to the number.
- Keep automotive services on a sibling URL.
- Use quote + phone.
- Assign a proof owner.
- Match the landing-page coverage.
- Label parent rates as parent.
- Inspect disclosure size.
- Start under FS&I.
- Hold format until the control is stable.
Do not
- Do not brief this as shop or ESP mail.
- Do not promise savings.
- Do not hide deductibles.
- Do not mix life or health into the control.
- Do not invent a trend.
- Do not link /solutions/insurance.
- Do not paste competitor copy.
- Do not claim lift.
- Do not run equal-weight CTAs.
- Do not use name-only merge as strategy.
Questions a new reader may ask
These answers explain the data and its limits.
Does a high piece count mean this mail works?
No. A large catalog count shows what arrived, not what got a response, a sale, or a cheaper cost per result.
Does this page promise approval, eligibility, or savings?
No. Quotes, rates, coverage, approval, and eligibility stay with the carrier or lender. This page only describes catalog mail patterns and how to brief a control.
Are the format and offer rates from this vertical alone?
Only the identity row — piece count, share, brands, median pages, characters per page, response effort, and disclosure ratio — is this vertical. Format, message pattern, offer, next step, proof, and brand rates come from the parent sector and are labeled that way.
Is this automotive services?
No. Auto insurance is coverage mail. Automotive services is shop and ESP.
Are format and audience labels exact envelope specs?
No. Physical-format, audience, and next step labels are computer-assigned labels unless independently validated. They help you brief a test. They do not set a winning spec.
How to read the data
The appendix keeps the evidence visible. It also marks the limits of the research.
2,213,774 physical-mail records meet the archive’s eligibility rules; 2,213,652 were analyzed and 122 remain unknown.
1,873,585 records have an assigned industry. 340,189 do not and are excluded from industry tables.
1,242,943 records have a usable date (56.1459%). 970,831 remain undated.
There are no response, conversion, revenue, cost, lift, or return fields. A common pattern is not a proven winner.
Open the full appendix
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 479,830 | 100.0% |
| Ask for a response | 476,891 | 99.4% |
| Address a concern | 472,273 | 98.4% |
| State the offer | 464,460 | 96.8% |
| Give proof or reassurance | 437,584 | 91.2% |
| State limits or disclosures | 408,997 | 85.2% |
| Explain Or Support | 340,265 | 70.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 429,543 | 89.5% |
| Outer Envelope | 429,543 | 89.5% |
| Insert Or Terms Pages | 365,962 | 76.3% |
| Reply Device | 156,494 | 32.6% |
| Voucher Coupon Or Certificate | 88,037 | 18.3% |
| Self Mailer Body | 37,265 | 7.8% |
| Card Carrier Device | 7,420 | 1.5% |
| Undetermined Component | 3,992 | 0.8% |
| Booklet Or Catalog Body | 3,973 | 0.8% |
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Next Step → Proof → Qualification | 32,455 | 6.8% |
| Offer → Next Step → Qualification → Proof | 18,471 | 3.8% |
| Next Step → Offer → Proof → Qualification | 17,612 | 3.7% |
| Offer → Next Step → Qualification → Proof → Problem | 14,977 | 3.1% |
| Proof → Offer → Next Step → Qualification | 14,445 | 3.0% |
| Offer → Proof → Next Step → Qualification | 14,427 | 3.0% |
| Proof → Qualification → Offer → Next Step → Problem | 12,022 | 2.5% |
| Offer → Next Step → Proof → Qualification → Problem | 11,547 | 2.4% |
| Offer → Qualification → Next Step → Proof | 11,177 | 2.3% |
| Proof → Offer → Next Step → Qualification → Problem | 10,685 | 2.2% |
| Next Step → Offer → Qualification → Proof | 10,528 | 2.2% |
| Offer → Proof → Qualification → Next Step | 9,962 | 2.1% |
| Proof → Next Step → Qualification → Offer → Problem | 8,912 | 1.9% |
| Proof → Next Step → Offer → Qualification | 8,521 | 1.8% |
| Offer → Next Step → Proof | 7,939 | 1.7% |
| Next Step → Offer → Qualification | 7,216 | 1.5% |
| Next Step → Proof → Offer → Qualification | 7,084 | 1.5% |
| Offer → Next Step → Qualification | 6,931 | 1.4% |
| Next Step → Offer → Proof → Qualification → Problem | 6,690 | 1.4% |
| Next Step → Qualification → Offer → Proof → Problem | 6,594 | 1.4% |
| Offer → Proof → Next Step → Qualification → Problem | 6,563 | 1.4% |
| Proof → Qualification → Offer → Next Step | 5,966 | 1.2% |
| Proof → Offer → Qualification → Next Step → Problem | 5,923 | 1.2% |
| Proof → Next Step → Offer → Qualification → Problem | 5,855 | 1.2% |
| Offer → Next Step | 5,850 | 1.2% |
| Next Step → Offer → Proof | 5,806 | 1.2% |
| Next Step → Offer | 5,753 | 1.2% |
| Offer → Next Step → Proof → Problem → Qualification | 5,589 | 1.2% |
| Next Step → Offer → Qualification → Proof → Problem | 5,583 | 1.2% |
| Proof → Offer → Next Step | 5,566 | 1.2% |
| Proof → Offer → Qualification → Next Step | 5,548 | 1.2% |
| Next Step → Qualification → Offer → Proof | 5,546 | 1.2% |
| Qualification → Offer → Next Step → Proof | 5,502 | 1.1% |
| Offer → Proof → Qualification → Next Step → Problem | 5,384 | 1.1% |
| Offer → Qualification → Next Step → Proof → Problem | 5,339 | 1.1% |
| Qualification → Offer → Next Step → Proof → Problem | 5,136 | 1.1% |
| Proof → Qualification → Next Step → Offer | 4,896 | 1.0% |
| Offer → Proof → Next Step | 4,761 | 1.0% |
| Offer → Qualification → Proof → Next Step | 4,753 | 1.0% |
| Proof → Next Step → Offer | 4,735 | 1.0% |
| Next Step → Proof → Offer → Qualification → Problem | 4,573 | 1.0% |
| Qualification → Offer → Proof → Next Step | 4,343 | 0.9% |
| Next Step → Proof → Offer | 3,934 | 0.8% |
| Qualification → Next Step → Offer → Proof | 3,711 | 0.8% |
| Proof → Offer → Problem → Next Step → Qualification | 3,642 | 0.8% |
| Proof → Next Step → Qualification → Offer | 3,588 | 0.7% |
| Proof → Offer → Next Step → Problem → Qualification | 3,401 | 0.7% |
| Qualification → Next Step → Proof → Offer | 3,350 | 0.7% |
| Proof → Qualification → Next Step → Offer → Problem | 3,296 | 0.7% |
| Offer → Next Step → Problem → Proof → Qualification | 2,979 | 0.6% |
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 479,778 | 100.0% |
| People Or Lifestyle Text Adjacent | 342,971 | 71.5% |
| Product Or Service Text Adjacent | 278,453 | 58.0% |
| Diagram Or Comparison Text Adjacent | 203,114 | 42.3% |
| Copy Led | 40 | 0.0% |
| Balanced Image Copy | 12 | 0.0% |
Source: Auto insurance identity row plus clearly labeled Insurance parent-sector patterns from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.