Insurance agents need to re-think the way they communicate with customers and prospects on-line. E-mail marketing is cost efficient and can deliver great results. But there are many things you can do to turn your marketing campaign from basic and boring to wow!
Here are a few ideas to consider:
Who are your customers and prospects really? What insurance related issues are they facing, and how can you help? By keeping these questions in mind as you work on your eNewsletter campaign, your message is sure to be relevant to your audience. If you ask and answer the hard questions your audience faces, they will look forward to each successive newsletter you send.
How do your customers’ interests correlate with your business objectives? As you think about the needs and interests of your customers, it’s valuable to take a minute to see how these needs match your agency’s goals. Focus on the interests of your audience, and their minds will be open to your sales and customer support messages. This presents account rounding and cross-selling opportunities, and can also generate referrals and renewals.
Have you personalized your content? At Risk Media Solutions, we know that Content is King, and our library reflects this idea. One of our articles becomes even more valuable if you take the time to personalize it to make it even more relevant. Consider adding state-specific information, or add a short “spotlight” section on how your agency solved a customer issue.
Have you done something to show that you are willing to go the extra mile? Consider a custom greeting for your newsletter that explains an upcoming open enrollment, or how new legislation will affect a customer’s insurance planning. Encourage two-way communications about how you will meet and exceed your customer’s expectation. Plan an agency seminar and invite your customers and warm prospects to attend.
By taking just a little bit of time to truly personalize your newsletter, you will find the rewards are worth the effort!
