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- 79,827 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
Medicare Advantage direct mail,
explained.
Medicare Advantage includes 79,827 eligible pieces—16.6% of insurance—with 79,824 analyzed across 1,095 observed sender labels. The median piece is 4 pages. Use this guide to plan one clear control and one-variable tests.
For a Medicare-age adult reviewing Medicare Advantage, this piece helps them understand the plan information and request materials or call.
easy to act on.
Who it is for
What it offers
How to respond
Source: Medicare Advantage 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 medicare advantage mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a Medicare-age adult decide whether to request plan information or call.
The main problem
Election-window rules, benefit overclaim, and confusion with commercial health mail.
The safest first move
Use this first message plan: Named plan, information action, window, material limits. Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not Medicare Advantage-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 medicare advantage market
Start with the narrowest reliable market before you use a broad sector average.
Do not fold Medicare Advantage into health insurance. The compliance job is different.
Medicare Advantage has 79,827 eligible pieces (16.6% of Insurance) and 79,824 analyzed records across 1,095 observed sender labels. Format, message-pattern, offer, proof, and response-path rates come from the insurance sector, not Medicare Advantage-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 |
|---|---|---|---|---|
| Medicare Advantage | 79,827 | 16.6% | 1,095 | This page. |
| Health Insurance | 155,288 | 32.4% | 3,043 | Commercial health. Different page. |
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
person entering Medicare
A clear concern
enrolling from a mail piece that overstates benefits
A small next step
Request information or call. Do not treat the mail piece as enrollment completion.
“For a Medicare-age adult reviewing Medicare Advantage, this piece helps them understand the plan information and request materials or call.”
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 medicare advantage 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 Medicare Advantage-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.
19 common direct-mail designs in Medicare Advantage mail
See how common Medicare Advantage mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
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 bulletin
Multi-page enrollment bulletin with plan information, benefit guidance, and a phone response path.
Observed in at least 243 unique pieces -
Prepaid spending-card 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 -
Enrollment-deadline notice
Multi-piece enrollment notice with a deadline message, plan information, and an apply-or-enroll response.
Observed in at least 222 unique pieces
See all 19 common creatives
-
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 -
Important-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
Simple two-page notice with eligibility bullets, enrollment information, and a call-now response.
Observed in at least 199 unique pieces -
Plain information letter
Plain envelope with a formal information letter, eligibility details, and a follow-up response path.
Observed in at least 171 unique pieces -
Eligibility and call-in notice
Envelope, eligibility notice, plan details, and a prominent call-in instruction.
Observed in at least 145 unique pieces -
Medicare savings notice
Short notice with a savings headline, eligibility explanation, and a phone response path.
Observed in at least 143 unique pieces -
Pink enrollee information notice
Color-blocked two-page notice with enrollee information, benefit bullets, and a call response.
Observed in at least 138 unique pieces -
Benefits 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-support plan update
Plan-update letter with a time-sensitive headline, support details, and a free-information call to action.
Observed in at least 133 unique pieces -
Benefits eligibility response package
Envelope, eligibility letter, plan-benefit details, and a structured call-now response panel.
Observed in at least 132 unique pieces -
Extra-benefits information package
Envelope and multi-page package centered on extra benefits, eligibility details, and a phone response.
Observed in at least 131 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 Medicare Advantage-only. It is not a performance result.
Envelope + Letter + Inserts
This is the leading format in the insurance sector, not Medicare Advantage-only. Use it as a control only when the reader needs that amount of explanation.
Medicare Advantage pieces have a median length of 4.0 pages and 1009.4 characters per page. Mean response-step complexity is 7.48; mean disclosure balance is 0.426.
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 Medicare Advantage, election window, network in one clear reading path.
Proof
Use plan name, carrier identity, licensed-agent access, document references.
Next step
Request information or call. Do not treat the mail piece as enrollment completion.
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 medicare advantage 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.
Better Medicare benefits. Enroll in this letter. No extra cost.
If you want to review a Medicare Advantage plan, request information or call. Benefits, networks, and costs are limited to the plan documents named on the piece. This letter does not complete enrollment.
Useful sentence patterns
- When [election or aging-in moment], review Medicare Advantage information with [named plan limits] and call or request materials.
- Request MA information: [plan name], [window], [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 Medicare Advantage-only. Observed frequency does not set its role in your brief.
84.2% in the insurance sector, not Medicare Advantage-only. Choose one primary path for the campaign.
Call or information request as primary. Landing page must repeat limits.
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
- election windows
- benefit claims
- networks
- drug lists
- disclaimers
- licensing
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 medicare advantage 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 election or aging-in date. Do not invent a window.
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.
An information-and-call market with a higher compliance bar than commercial health.
Do not use a louder claim only to look different.
See sender concentration measures
Parent evidence: the insurance sector, not Medicare Advantage-only has 10,716 sender labels.
The ten largest sender labels in the insurance sector, not Medicare Advantage-only account for 43.8% of pieces.
The largest sender label in the insurance sector, not Medicare Advantage-only is UnitedHealthcare (16,164 pieces).
A practical first medicare advantage 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-agent call — not an implied enrollment.
- 02
Write one audience sentence
For a Medicare-age adult reviewing Medicare Advantage, this piece helps them understand the plan information and request materials or call.
- 03
Choose the first version
Lead with a real incentive is the leading observed message pattern at 73.0% in the insurance sector, not Medicare Advantage-only. Use it only when it fits the reader and decision. Named plan, information action, window, material limits.
- 04
Choose the package
Envelope + Letter + Inserts is the leading observed format at 74.5% in the insurance sector, not Medicare Advantage-only. Choose it only when it fits the reading job.
- 05
Set the response path
Call or information request as primary. Landing page must repeat limits.
- 06
Prepare proof and final checks
Plan documents and agent licensing with an owner. Compliance review first, claim ledger, window dates, seed piece.
Change one item at a time
- Control: named plan + information next step + limits.
- Cell A: opening only.
- Cell B: proof/document block only.
Final review checklist
Use this list before the piece goes to print.
Do
- Keep this off the commercial health brief.
- Name the plan and the window.
- Put limits next to benefit language.
- Use information or call as the next step.
- Assign a compliance owner before design.
- Match the landing-page plan name.
- Label insurance-sector rates as parent.
- Inspect disclosure size.
- Start under FS&I.
- Hold format until the control is stable.
Do not
- Do not complete enrollment in the letter.
- Do not promise extra benefits without plan documents.
- Do not fold this into health insurance.
- Do not invent an election window.
- Do not treat frequency as effectiveness.
- Do not link /solutions/insurance.
- Do not paste competitor copy.
- Do not claim lift.
- Do not hide networks or drug limits.
- 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 legal advice?
No. This is a creative briefing guide. Election rules stay with the plan and counsel.
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: Medicare Advantage 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.