The world is always changing and the insurance world is no different from the rest of the world. I can remember when I sent my first email and I must admit I had no sense that someday it would replace the regular US Postal mail that I was accustomed to. The same is now true of marketing. Email marketing is now a vital part of any reps business plan and has easily replaced the US Postal service. More efficient, more cost effective…but how can we also make it more effective?
LOWER COST and WIDER TARGETING
It usually comes down to the list. If your list is reliable and if your means of delivery is reliable (your emails are actually delivered) – email marketing can be a tremendously efficient resource for lead generation and a cost-effective way to promote. While there are costs involved in email marketing, your delivery costs are significantly less than what you might spend on direct mail. For this reason the cost per contact is much cheaper and you can target a wider scope of potential clients.
With emails you can incorporate “hyperlinks” so that with a click of the mouse a client can go from reading your message to your website or video. They may peruse your website, subscribe to your blog or even think to call you for an appointment. In this way, email marketing makes it possible for clients to get to know you in a more efficient way.
Perhaps the greatest asset of email marketing is the analytics or tracking feature. With analytics, you can gauge the effectiveness of your campaign by monitoring the results. How many have opened the email? How many have “clicked through” to the hyperlink? How many have forwarded the email to someone else? This info is vital to the design of the next email and the next campaign and puts email marketing way ahead of the direct mail approach.
If you are not incorporating email marketing into your overall business model then you could be missing out on some valuable opportunities. If you need help in this project, we are here to provide the resources you need to get started. It is well worth the effort and can pay off immensely in terms of growing your client base. Let us know how we can help.