Email marketing is alive and well. Although the rise of social media and blogging have added to the digital marketing landscape, neither has replaced email as an essential tool. Keep reading to get answers to your questions about the current return on investment, average open rates and today’s best practices.Read More
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E-newsletters make it easy to maintain top-of-mind awareness with customers and prospects. As we all know, prospects usually don’t buy until they have an urgent need. And, that moment of need probably won’t coincide with your first insurance marketing effort. For this reason, ongoing communication is essential. When prospects decide to buy, YOU must be on their short list of possible resources, and that will only happen if you’ve kept in regular contact. Likewise, customers are more likely to renew their policies if you’ve communicated with them throughout the year.
Your insurance marketing and sales teams work hard to identify great prospects; differentiate your company; and close sales.
If you’re an insurance professional who sends an e-newsletter to keep in contact with clients, you have two choices: You can either tell them how great you are or you can show them how great you are. In my experience, it’s best to show them by providing helpful, timely information and leaving the sales pitch at the door.
Both e-mail and direct mail have their place in the business-to-business (b2b) marketing mix. But when it comes to return on investment (ROI), e-mail marketing has secured the top spot for two years running.