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- 155,288 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
Health insurance direct mail,
explained.
Health insurance includes 155,288 eligible pieces—32.4% of insurance—with 155,278 analyzed across 3,043 observed sender labels. The median piece is 4 pages. Use this guide to plan one clear control and one-variable tests.
For a household reviewing health coverage, this piece helps them compare the offer and request a quote.
easy to act on.
Who it is for
What it offers
How to respond
Source: Health 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 health insurance mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a household decide whether to request a health-coverage quote or call.
The main problem
Network confusion, premium surprise, and savings claims without assumptions.
The safest first move
Use this first message plan: Plan type, qualified value, action, eligibility. Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not health-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 health insurance market
Start with the narrowest reliable market before you use a broad sector average.
Health is the largest insurance child. Medicare Advantage stays separate.
Health insurance has 155,288 eligible pieces (32.4% of Insurance) and 155,278 analyzed records across 3,043 observed sender labels. Format, message-pattern, offer, proof, and response-path rates come from the insurance sector, not health-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 |
|---|---|---|---|---|
| Health Insurance | 155,288 | 32.4% | 3,043 | This page. |
| Medicare Advantage | 79,827 | 16.6% | 1,095 | Own page. Do not fold in. |
| Life Insurance | 132,599 | 27.6% | 509 | Different object. |
| Auto Insurance | 97,437 | 20.3% | 574 | 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
household shopping coverage
A clear concern
a plan that excludes their doctors
A small next step
Request a quote or call. Use insurance-sector phone and quote paths as labeled parent context.
“For a household reviewing health coverage, this piece helps them compare 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 health 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 health-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.
18 common direct-mail designs in Health insurance mail
See how common Health insurance mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
Switch-to-plan benefits package
Multi-piece envelope package with a plan-switch message, blue benefit panel, dense letter, and phone response.
Observed in at least 487 unique pieces -
Grocery-allowance self-mailer
Blue folded self-mailer with a grocery allowance headline, benefit bullets, and a phone response path.
Observed in at least 476 unique pieces -
First-notice response package
Two-piece notice with a red attention bar, eligibility information, and a call-now response path.
Observed in at least 258 unique pieces -
Red-highlight enrollment letter
Envelope, personalized letter, red-highlighted enrollment copy, and a supporting information insert.
Observed in at least 255 unique pieces -
Annual-enrollment comparison package
Multi-page enrollment package with plan comparisons, benefit panels, and a phone response path.
Observed in at least 243 unique pieces -
Prepaid spending-card benefits package
Envelope, letter, and benefit insert focused on a prepaid spending card with an eligibility call to action.
Observed in at least 230 unique pieces
See all 18 common creatives
-
Annual-enrollment deadline letter
Multi-piece enrollment notice with a deadline message, plan information, and an apply-or-enroll response.
Observed in at least 222 unique pieces -
Benefits bulletin with icon grid
Multi-page bulletin with benefit icons, a compact plan summary, and a phone response path.
Observed in at least 220 unique pieces -
Plan-event invitation package
Envelope and letter package with an invitation card, event details, and a phone response path.
Observed in at least 218 unique pieces -
Medicare information response notice
Plain envelope and important-information letter with eligibility language, terms, and a call response.
Observed in at least 213 unique pieces -
Coverage-comparison savings letter
Two-page comparison letter with premium and coverage callouts, provider details, and a phone response.
Observed in at least 200 unique pieces -
Medicare enrollee notice letter
Simple two-page notice with eligibility bullets, enrollment information, and a call-now response.
Observed in at least 199 unique pieces -
Color-block Medicare options self-mailer
Bright folded self-mailer with an important-notice headline, plan options, benefit bullets, and phone response.
Observed in at least 172 unique pieces -
Supplement-plan decision guide
Long-form package with cost comparisons, reasons to consider coverage, plan details, and a phone response.
Observed in at least 161 unique pieces -
Medicare information insert package
Envelope, information letter, and dark-accented insert with eligibility details and a phone response.
Observed in at least 145 unique pieces -
Medicare savings response notice
Two-piece notice with a red savings headline, eligibility information, and a call-now response path.
Observed in at least 143 unique pieces -
Benefit-checklist information package
Multi-page package with a benefits checklist, blue callout panel, plan information, and phone response.
Observed in at least 136 unique pieces -
Premium-allowance information package
Envelope and multi-page letter centered on a premium or allowance claim, eligibility details, and a phone response.
Observed in at least 133 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 health-insurance-only. It is not a performance result.
Envelope + Letter + Inserts
This is the leading format in the insurance sector, not health-insurance-only. Use it as a control only when the reader needs that amount of explanation.
Health insurance pieces have a median length of 4.0 pages and 1042.5 characters per page. Mean response-step complexity is 7.30; mean disclosure balance is 0.395.
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, network in one clear reading path.
Proof
Use carrier strength, licensed-agent access, network explanation, qualified examples.
Next step
Request a quote or call. Use insurance-sector phone and quote paths as labeled parent context.
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 health 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.
Best health plans. Save hundreds. Enroll today.
If you want to review health coverage, request a quote or call. Any premium example is limited to the assumptions printed next to it. A quote is not enrollment.
Useful sentence patterns
- When [situation], a household can review health coverage with [qualified premium example] and request a quote.
- Request a health quote: [plan type], [limit], [action].
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 health-insurance-only. Observed frequency does not set its role in your brief.
84.2% in the insurance sector, not health-insurance-only. Choose one primary path for the campaign.
Quote or phone primary. Same limits on the landing 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
- networks
- eligibility
- exclusions
- enrollment windows
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 health 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 enrollment or 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. Do not borrow life-insurance density or Medicare election language.
Do not use a louder claim only to look different.
See sender concentration measures
Parent evidence: the insurance sector, not health-insurance-only has 10,716 sender labels.
The ten largest sender labels in the insurance sector, not health-insurance-only account for 43.8% of pieces.
The largest sender label in the insurance sector, not health-insurance-only is UnitedHealthcare (16,164 pieces).
A practical first health insurance campaign
Build a clear first version. Then change one item in each test.
- 01
Set the goal
Collect a health-coverage quote request or qualified call.
- 02
Write one audience sentence
For a household reviewing health coverage, this piece helps them compare 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 health-insurance-only. Use it only when it fits the reader and decision. Plan type, qualified value, action, eligibility.
- 04
Choose the package
Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not health-insurance-only. Choose it only when it fits the reading job.
- 05
Set the response path
Quote or phone primary. Same limits on the landing page.
- 06
Prepare proof and final checks
Carrier or agent owner assigned before design. Claim ledger, network and deductible placement, URL/phone, seed piece.
Change one item at a time
- Control: one plan type + one qualified example.
- Cell A: opening only.
- Cell B: proof only.
Final review checklist
Use this list before the piece goes to print.
Do
- Keep Medicare Advantage on its own brief.
- Put premium assumptions next to the number.
- Use one plan type in the control.
- Label insurance-sector rates as parent.
- Assign a proof owner.
- Match the landing-page plan type.
- Instrument quote and phone.
- Inspect disclosure size.
- Start under FS&I.
- Hold format until the control is stable.
Do not
- Do not treat the insurance average as health.
- Do not fold in Medicare Advantage.
- Do not promise savings.
- Do not hide deductibles.
- Do not mix dental, hearing, and medical in one control without a reason.
- Do not invent a trend.
- Do not link /solutions/insurance.
- Do not paste competitor copy.
- Do not claim lift.
- 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 Medicare Advantage included here?
No. Medicare Advantage has its own page at 79,827 pieces.
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: Health 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.