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- 19,043 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
Investments direct mail,
explained.
The expanded catalog includes 19,043 eligible investments pieces, with 19,043 analyzed across 674 observed sender labels. The median piece is 4 pages. Use this guide to plan one clear control and one-variable tests.
For an adult reviewing retirement, investment, or annuity information, this piece helps them request materials or speak with a representative without promising a return.
easy to act on.
Who it is for
What it offers
How to respond
Source: Expanded Investments/Annuities sector extract 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 investments mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a reader decide whether to request information or a conversation about an investment or annuity.
The main problem
Return promises, suitability gaps, and confusion with banking mail.
The safest first move
Use this first message plan: Topic, information action, and a clear non-recommendation limit. Envelope + Letter + Inserts is the leading observed format at 58.2% in this investments catalog. 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 investments market
Start with the narrowest reliable market before you use a broad sector average.
This is not banking. Checking mail lives on the banking page.
This page uses the complete Investments/Annuities industry table: 19,043 eligible pieces, 19,043 analyzed records, and 674 observed sender labels.
Pieces found by market
See the market table and how to use it
| Market | Pieces | Share | Sender labels | What it means |
|---|---|---|---|---|
| Investments And Retirement | 11,372 | 59.7% | 571 | Largest category. |
| Group Retirement Plans | 2,232 | 11.7% | 132 | Second. |
| Annuities | 1,958 | 10.3% | 137 | Third. |
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
adult reviewing retirement information
A clear concern
a return promise
A small next step
Request information or call. Do not complete a purchase in the letter.
“For an adult reviewing retirement, investment, or annuity information, this piece helps them request materials or speak with a representative without promising a return.”
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 |
|---|---|---|
| Existing Customer | 12,831 | 67.4% |
| Older Adult Or Retiree | 11,157 | 58.6% |
| Small Business | 5,382 | 28.3% |
| Borrower Or Credit Seeker | 4,661 | 24.5% |
| Donor Or Supporter | 3,803 | 20.0% |
| Homeowner Or Household | 3,792 | 19.9% |
| New Prospect | 3,013 | 15.8% |
| Traveler Or Guest | 997 | 5.2% |
| Lapsed Or Winback | 467 | 2.5% |
| Buying-stage label | Pieces | Share |
|---|---|---|
| Awareness Or Education | 16,590 | 87.1% |
| Decision Or Action | 11,971 | 62.9% |
| Consideration Or Comparison | 10,349 | 54.3% |
| Retention Or Cross Sell | 9,523 | 50.0% |
| Renewal or win-back | 1,608 | 8.4% |
Four common ways investments 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 this investments catalog. 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.Mission Or Donation Appeal
Use when the next step is a gift or membership.
Watch for: Wrong control for a financial product.Lead with price
Use when rate, payment, or APR is the decision.
Watch for: A rate without qualification becomes a slogan.Trust Led Education
Use when this sequence fits better than the leading cluster.
Watch for: Interchangeable if you copy the category wholesale.See all message-pattern data
| Message pattern | Pieces | Share |
|---|---|---|
| Lead with an incentive | 9,128 | 47.9% |
| Mission Or Donation Appeal | 4,188 | 22.0% |
| Rate Led Financial Acquisition | 2,052 | 10.8% |
| Trust Led Education | 1,290 | 6.8% |
| Explain, then ask for one action | 807 | 4.2% |
| Renewal or win-back | 727 | 3.8% |
| Customer Cross Sell Or Service | 470 | 2.5% |
| Quote or consultation | 318 | 1.7% |
| Deadline Driven Offer | 63 | 0.3% |
Use the leading pattern as a control only when it matches the reader and the next step.
20 common direct-mail designs in Investments mail
See how common Investments mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
Shareholder-report availability package
Plain envelope, shareholder-report notice, fund or sponsor letter, QR or web access path, and report instructions.
Observed in at least 172 unique pieces -
Shareholder-report notice package with sponsor letter
Plain envelope, internet-availability notice, sponsor or fund letter, QR response, and report instructions.
Observed in at least 68 unique pieces -
Investment statement and report package
Plain envelope, account summary, investment statement, report pages, and web access instructions.
Observed in at least 49 unique pieces -
Fidelity mutual-fund report package
Plain envelope, shareholder-report notice, fund information letter, QR access path, and report insert.
Observed in at least 37 unique pieces -
Bank of America college-savings rewards package
Red-and-white college-savings package, cash-back or rewards headline, card or school panel, application form, and terms pages.
Observed in at least 35 unique pieces -
Bank of America college-savings cash-back package
Red-and-white college-savings offer, cash-back panel, rewards comparison, application form, and long-form terms.
Observed in at least 32 unique pieces
See all 20 common creatives
-
Fund-sponsor report availability package
Plain envelope, shareholder-report notice, fund sponsor letter, QR response, and internet access instructions.
Observed in at least 31 unique pieces -
Pershing mutual-fund report package
Plain envelope, shareholder-report notice, fund access instructions, QR response, and sponsor report page.
Observed in at least 28 unique pieces -
Bank of America investment-offer package
Plain envelope, investment offer letter, rate or rewards panel, application details, and terms inserts.
Observed in at least 27 unique pieces -
Bank of America extended college-savings package
College-savings package, cash-back or rewards comparison, product panel, application form, and extended terms pages.
Observed in at least 24 unique pieces -
Bank of America college-savings rewards letter
College-savings letter, school or affinity panel, cash-back comparison, application form, and terms insert.
Observed in at least 24 unique pieces -
Capital Group fund-report package
Plain envelope, fund-sponsor letter, shareholder-report availability notice, report table, and web access instructions.
Observed in at least 24 unique pieces -
Vanguard account-change package
Plain envelope, account-change form, investment account details, confirmation pages, and web instructions.
Observed in at least 24 unique pieces -
Mutual-fund report package with blank insert
Plain envelope, shareholder-report letter, sponsor report pages, blank information insert, and QR access path.
Observed in at least 24 unique pieces -
Bank of America college-savings rewards variant
College-savings package, cash-back comparison, card or product panel, application details, and terms pages.
Observed in at least 23 unique pieces -
Vanguard IRA rollover package
Plain envelope, IRA or rollover account-change form, Vanguard confirmation letter, and web instructions.
Observed in at least 23 unique pieces -
Shareholder-report QR package
Plain envelope, report-availability notice, fund or sponsor letter, QR code, and online access instructions.
Observed in at least 23 unique pieces -
Bank of America college-savings cash-back variant
College-savings offer, cash-back headline, rewards comparison, application form, and long-form terms.
Observed in at least 22 unique pieces -
Mutual-fund statement availability package
Plain envelope, fund statement notice, sponsor report letter, QR access path, and report insert.
Observed in at least 22 unique pieces -
Bank of America college-savings rewards package
College-savings package, rewards comparison, cash-back offer, application details, and terms inserts.
Observed in at least 21 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 this investments catalog. It is not a performance result.
Envelope + Letter + Inserts
This is the leading format in this investments catalog. Use it as a control only when the reader needs that amount of explanation.
Investments pieces have a median length of 4.0 pages and 1183.3 characters per page. Median response-step complexity is 6.00; median disclosure balance is 0.500.
Compare all observed format labels
These are computer-assigned format labels. They are not production specifications.
| Format label | Pieces | Share |
|---|---|---|
| Envelope + Letter + Inserts | 11,085 | 58.2% |
| Envelope + Letter/Insert | 4,604 | 24.2% |
| Folded Self-Mailer / Short Brochure | 2,121 | 11.1% |
| Multi-Page Letter / Brochure | 407 | 2.1% |
| Short Multi-Component Package | 360 | 1.9% |
| Booklet / Catalog | 340 | 1.8% |
| Single-Piece Mailer; Geometry Unavailable | 126 | 0.7% |
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 information, conversation, annuity in one clear reading path.
Proof
Use firm identity, credentials, process, and no performance promise.
Next step
Request information or call. Do not complete a purchase in the letter.
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 | 19,043 | 100.0% |
| Ask for a response | 18,509 | 97.2% |
| Address a concern | 17,945 | 94.2% |
| State the offer | 16,984 | 89.2% |
| Give proof or reassurance | 16,322 | 85.7% |
| State limits or disclosures | 14,169 | 74.4% |
| Explain Or Support | 11,986 | 62.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 15,689 | 82.4% |
| Outer Envelope | 15,689 | 82.4% |
| Insert Or Terms Pages | 11,832 | 62.1% |
| Self Mailer Body | 2,121 | 11.1% |
| Voucher Coupon Or Certificate | 1,779 | 9.3% |
| Reply Device | 1,128 | 5.9% |
| Undetermined Component | 438 | 2.3% |
| Booklet Or Catalog Body | 340 | 1.8% |
| Card Carrier Device | 9 | 0.0% |
Use plain language and complete claims
The reader should not need investments 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.
Guaranteed returns. Retire rich. Enroll in this letter.
If you want to review information about [retirement / annuity], request materials or call. This letter does not recommend a purchase. Suitability stays with the firm.
Useful sentence patterns
- Request information on [topic]: [what arrives], [action], [limit].
- When [retirement moment], start a conversation with [credential]. No return promise.
See the observed message-sequence labels
| Message sequence | Pieces | Share |
|---|---|---|
| Next Step → Offer | 882 | 4.6% |
| Offer → Next Step → Qualification → Proof | 576 | 3.0% |
| Next Step → Offer → Proof → Qualification → Problem | 558 | 2.9% |
| Next Step | 530 | 2.8% |
| Offer → Next Step → Proof → Qualification → Problem | 519 | 2.7% |
| Offer → Next Step → Proof | 486 | 2.6% |
| Offer → Next Step | 475 | 2.5% |
| Offer → Next Step → Proof → Qualification | 466 | 2.4% |
| Proof → Offer → Next Step | 452 | 2.4% |
| Proof → Offer → Next Step → Qualification → Problem | 449 | 2.4% |
| Next Step → Offer → Proof | 424 | 2.2% |
| Next Step → Proof | 407 | 2.1% |
| Proof → Next Step | 400 | 2.1% |
| Offer → Proof → Next Step | 396 | 2.1% |
| Proof → Next Step → Offer | 387 | 2.0% |
| Offer → Proof → Next Step → Qualification → Problem | 351 | 1.8% |
| Proof → Offer → Next Step → Qualification | 339 | 1.8% |
| Offer → Proof → Next Step → Qualification | 334 | 1.8% |
| Offer → Qualification → Next Step → Proof | 295 | 1.5% |
| Proof → Next Step → Offer → Qualification → Problem | 283 | 1.5% |
| Next Step → Proof → Offer | 282 | 1.5% |
| Next Step → Offer → Proof → Qualification | 277 | 1.5% |
| Proof → Next Step → Offer → Qualification | 270 | 1.4% |
| Next Step → Offer → Qualification → Proof | 244 | 1.3% |
| Offer → Next Step → Qualification → Proof → Problem | 244 | 1.3% |
| Next Step → Proof → Offer → Qualification | 223 | 1.2% |
| Next Step → Proof → Offer → Qualification → Problem | 221 | 1.2% |
| Offer → Next Step → Proof → Problem → Qualification | 203 | 1.1% |
| Proof → Offer → Next Step → Problem → Qualification | 201 | 1.1% |
| Next Step → Offer → Proof → Problem → Qualification | 197 | 1.0% |
| Next Step → Offer → Qualification → Proof → Problem | 194 | 1.0% |
| Proof → Next Step → Qualification → Offer → Problem | 181 | 1.0% |
| Proof → Offer → Qualification → Next Step → Problem | 179 | 0.9% |
| Proof → Offer → Qualification → Next Step | 176 | 0.9% |
| Offer → Proof → Qualification → Next Step → Problem | 174 | 0.9% |
| Offer → Proof → Qualification → Next Step | 164 | 0.9% |
| Offer → Next Step → Proof → Problem | 145 | 0.8% |
| Offer → Proof → Next Step → Problem | 144 | 0.8% |
| Offer → Qualification → Next Step → Proof → Problem | 142 | 0.7% |
| Proof → Next Step → Offer → Problem → Qualification | 141 | 0.7% |
| Offer → Next Step → Qualification | 136 | 0.7% |
| Next Step → Proof → Offer → Problem → Qualification | 135 | 0.7% |
| Offer → Proof → Next Step → Problem → Qualification | 135 | 0.7% |
| Qualification → Offer → Next Step → Proof | 129 | 0.7% |
| Offer → Qualification → Proof → Next Step | 127 | 0.7% |
| Next Step → Proof → Qualification → Offer | 126 | 0.7% |
| Next Step → Qualification → Offer → Proof | 113 | 0.6% |
| Offer → Next Step → Qualification → Problem → Proof | 103 | 0.5% |
| Next Step → Offer → Proof → Problem | 102 | 0.5% |
| Next Step → Offer → Qualification → Problem → Proof | 94 | 0.5% |
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 | 14,068 | 73.9% |
| Discount Or Savings | 9,755 | 51.2% |
| Free | 7,075 | 37.2% |
| Appointment Or Event | 4,291 | 22.5% |
| Rate Or APR | 4,212 | 22.1% |
| Reward Or Bonus | 3,051 | 16.0% |
| Fee Waiver | 238 | 1.2% |
| Bundle | 36 | 0.2% |
| Donation Match | 1 | 0.0% |
| Qualification level | Pieces | Share |
|---|---|---|
| Low | 8,305 | 43.6% |
| High | 5,517 | 29.0% |
| Moderate | 3,138 | 16.5% |
| None Or No Offer | 2,083 | 10.9% |
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 | 11,726 | 61.6% |
| Credentials Or Certification | 10,636 | 55.9% |
| Guarantee or reduced risk | 9,867 | 51.8% |
| Testimonial | 9,260 | 48.6% |
| Tenure Or Experience | 4,789 | 25.1% |
| Local Presence | 3,244 | 17.0% |
| Rating Or Award | 2,373 | 12.5% |
| Process Explanation | 758 | 4.0% |
| Product Or Service Detail | 348 | 1.8% |
| Customer Or Scale Count | 191 | 1.0% |
| Concern addressed | Pieces | Share |
|---|---|---|
| Price Or Affordability | 13,989 | 73.5% |
| Risk Or Security | 11,663 | 61.2% |
| Trust Or Credibility | 10,869 | 57.1% |
| Time Or Urgency | 10,198 | 53.6% |
| Eligibility Or Qualification | 10,183 | 53.5% |
| Switching Or Change | 5,725 | 30.1% |
| Effort Or Convenience | 5,159 | 27.1% |
| Commitment Or Contract | 1,214 | 6.4% |
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 | 19,028 | 99.9% |
| Product Or Service Text Adjacent | 7,855 | 41.2% |
| Diagram Or Comparison Text Adjacent | 6,106 | 32.1% |
| People Or Lifestyle Text Adjacent | 6,099 | 32.0% |
| Copy Led | 12 | 0.1% |
| Balanced Image Copy | 3 | 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 | 10,587 | 55.6% |
| Customer Or Account Context | 9,487 | 49.8% |
| Named Representative | 8,699 | 45.7% |
| Product Specific Recommendation | 4,031 | 21.2% |
| Named Recipient Or Salutation | 3,759 | 19.7% |
| Deadline Or Renewal Date | 1,869 | 9.8% |
| Unique Code Or Web Address | 538 | 2.8% |
| Selected Or Prequalified | 112 | 0.6% |
Named-recipient language is 19.7% of pieces and 20.7% 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.
86.7% in this investments catalog. Observed frequency does not set its role in your brief.
78.3% in this investments catalog. Choose one primary path for the campaign.
Call or information request as primary. Landing page must repeat the non-recommendation.
See response-path and next-step data
| Response path | Pieces | Share |
|---|---|---|
| Web Address | 16,510 | 86.7% |
| Phone | 14,902 | 78.3% |
| Apply Or Enroll | 8,946 | 47.0% |
| Shop Or Order | 6,938 | 36.4% |
| Appointment Or Quote | 4,165 | 21.9% |
| Donation | 1,405 | 7.4% |
| Reply Mail | 1,128 | 5.9% |
| Qr | 1,047 | 5.5% |
| Store Or Location | 13 | 0.1% |
| Main next step | Pieces | Share |
|---|---|---|
| Web Address | 8,897 | 46.7% |
| Phone | 4,557 | 23.9% |
| Apply Or Enroll | 2,629 | 13.8% |
| Shop Or Order | 1,166 | 6.1% |
| Appointment Or Quote | 734 | 3.9% |
| None Detected | 566 | 3.0% |
| Donation | 312 | 1.6% |
| Qr | 122 | 0.6% |
| Reply Mail | 55 | 0.3% |
| Store Or Location | 5 | 0.0% |
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
- returns
- guarantees
- suitability
- licensing
- annuity terms
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 |
|---|---|---|
| Disclosure Heavy | 5,701 | 29.9% |
| Little promotion or qualification | 4,574 | 24.0% |
| Promotion and limits are balanced | 4,404 | 23.1% |
| Promotion is more prominent | 4,364 | 22.9% |
Mail for a real investments 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 rollover or enrollment 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 high-impact financial or health decision information market. Unused on Sendvo solutions.
Do not use a louder claim only to look different.
See sender concentration measures
The data has 674 sender labels.
The ten largest sender labels in this investments catalog account for 35.3% of pieces.
The largest sender label in this investments catalog is Fidelity Investments (1,141 pieces).
A practical first investments campaign
Build a clear first version. Then change one item in each test.
- 01
Set the goal
Collect an information request or a qualified licensed conversation — not a sale from the letter.
- 02
Write one audience sentence
For an adult reviewing retirement, investment, or annuity information, this piece helps them request materials or speak with a representative without promising a return.
- 03
Choose the first version
Lead with a real incentive is the leading observed message pattern at 47.9% in this investments catalog. Use it only when it fits the reader and decision. Topic, information action, and a clear non-recommendation limit.
- 04
Choose the package
Envelope + Letter + Inserts is the leading observed format at 58.2% in this investments catalog. Choose it only when it fits the reading job.
- 05
Set the response path
Call or information request as primary. Landing page must repeat the non-recommendation.
- 06
Prepare proof and final checks
Firm credentials with an owner. No performance chart as proof of future results. Compliance first, claim ledger, licensing, seed piece.
Change one item at a time
- Control: information next step + credential + limit.
- Cell A: opening only.
- Cell B: proof only.
Sendvo does not have a dedicated solutions page for this market.
Final review checklist
Use this list before the piece goes to print.
Do
- Write an information or conversation next step.
- Put limits next to any numeric example.
- Keep banking on its sibling URL.
- Assign a compliance owner before design.
- Match the landing-page topic.
- Label this unused on Sendvo solutions.
- Do not treat FS&I as an investments owner.
- Inspect disclosure size.
- Plan from a real in-home date.
- Hold performance promises out of the control.
Do not
- Do not promise returns.
- Do not complete a purchase in the letter.
- Do not brief this as checking.
- Do not invent a trend.
- Do not claim lift.
- Do not paste competitor copy.
- Do not invent a Sendvo investments solutions page.
- Do not use a performance chart as future proof.
- 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.
Does Sendvo have an investments solutions page?
No dedicated page. Do not treat Financial Services and Insurance as an investments owner.
Is this banking?
No. Banking is deposit mail. This page is investments and annuities.
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 | 19,043 | 100.0% |
| Ask for a response | 18,509 | 97.2% |
| Address a concern | 17,945 | 94.2% |
| State the offer | 16,984 | 89.2% |
| Give proof or reassurance | 16,322 | 85.7% |
| State limits or disclosures | 14,169 | 74.4% |
| Explain Or Support | 11,986 | 62.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 15,689 | 82.4% |
| Outer Envelope | 15,689 | 82.4% |
| Insert Or Terms Pages | 11,832 | 62.1% |
| Self Mailer Body | 2,121 | 11.1% |
| Voucher Coupon Or Certificate | 1,779 | 9.3% |
| Reply Device | 1,128 | 5.9% |
| Undetermined Component | 438 | 2.3% |
| Booklet Or Catalog Body | 340 | 1.8% |
| Card Carrier Device | 9 | 0.0% |
| Message sequence | Pieces | Share |
|---|---|---|
| Next Step → Offer | 882 | 4.6% |
| Offer → Next Step → Qualification → Proof | 576 | 3.0% |
| Next Step → Offer → Proof → Qualification → Problem | 558 | 2.9% |
| Next Step | 530 | 2.8% |
| Offer → Next Step → Proof → Qualification → Problem | 519 | 2.7% |
| Offer → Next Step → Proof | 486 | 2.6% |
| Offer → Next Step | 475 | 2.5% |
| Offer → Next Step → Proof → Qualification | 466 | 2.4% |
| Proof → Offer → Next Step | 452 | 2.4% |
| Proof → Offer → Next Step → Qualification → Problem | 449 | 2.4% |
| Next Step → Offer → Proof | 424 | 2.2% |
| Next Step → Proof | 407 | 2.1% |
| Proof → Next Step | 400 | 2.1% |
| Offer → Proof → Next Step | 396 | 2.1% |
| Proof → Next Step → Offer | 387 | 2.0% |
| Offer → Proof → Next Step → Qualification → Problem | 351 | 1.8% |
| Proof → Offer → Next Step → Qualification | 339 | 1.8% |
| Offer → Proof → Next Step → Qualification | 334 | 1.8% |
| Offer → Qualification → Next Step → Proof | 295 | 1.5% |
| Proof → Next Step → Offer → Qualification → Problem | 283 | 1.5% |
| Next Step → Proof → Offer | 282 | 1.5% |
| Next Step → Offer → Proof → Qualification | 277 | 1.5% |
| Proof → Next Step → Offer → Qualification | 270 | 1.4% |
| Next Step → Offer → Qualification → Proof | 244 | 1.3% |
| Offer → Next Step → Qualification → Proof → Problem | 244 | 1.3% |
| Next Step → Proof → Offer → Qualification | 223 | 1.2% |
| Next Step → Proof → Offer → Qualification → Problem | 221 | 1.2% |
| Offer → Next Step → Proof → Problem → Qualification | 203 | 1.1% |
| Proof → Offer → Next Step → Problem → Qualification | 201 | 1.1% |
| Next Step → Offer → Proof → Problem → Qualification | 197 | 1.0% |
| Next Step → Offer → Qualification → Proof → Problem | 194 | 1.0% |
| Proof → Next Step → Qualification → Offer → Problem | 181 | 1.0% |
| Proof → Offer → Qualification → Next Step → Problem | 179 | 0.9% |
| Proof → Offer → Qualification → Next Step | 176 | 0.9% |
| Offer → Proof → Qualification → Next Step → Problem | 174 | 0.9% |
| Offer → Proof → Qualification → Next Step | 164 | 0.9% |
| Offer → Next Step → Proof → Problem | 145 | 0.8% |
| Offer → Proof → Next Step → Problem | 144 | 0.8% |
| Offer → Qualification → Next Step → Proof → Problem | 142 | 0.7% |
| Proof → Next Step → Offer → Problem → Qualification | 141 | 0.7% |
| Offer → Next Step → Qualification | 136 | 0.7% |
| Next Step → Proof → Offer → Problem → Qualification | 135 | 0.7% |
| Offer → Proof → Next Step → Problem → Qualification | 135 | 0.7% |
| Qualification → Offer → Next Step → Proof | 129 | 0.7% |
| Offer → Qualification → Proof → Next Step | 127 | 0.7% |
| Next Step → Proof → Qualification → Offer | 126 | 0.7% |
| Next Step → Qualification → Offer → Proof | 113 | 0.6% |
| Offer → Next Step → Qualification → Problem → Proof | 103 | 0.5% |
| Next Step → Offer → Proof → Problem | 102 | 0.5% |
| Next Step → Offer → Qualification → Problem → Proof | 94 | 0.5% |
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 19,028 | 99.9% |
| Product Or Service Text Adjacent | 7,855 | 41.2% |
| Diagram Or Comparison Text Adjacent | 6,106 | 32.1% |
| People Or Lifestyle Text Adjacent | 6,099 | 32.0% |
| Copy Led | 12 | 0.1% |
| Balanced Image Copy | 3 | 0.0% |
Source: Expanded Investments/Annuities sector extract 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.