Did you know that direct mail requires 21 percent less cognitive effort than other forms of marketing? This means that messages are absorbed faster and require less of an effort from recipients, making direct mail a highly efficient way of engaging prospects. Brand recall is also 70 percent higher for those who received direct mail over those recipients who only saw advertisements on other platforms.
If you’re an insurance agency that wants to succeed with your next direct mail campaign We have created this list to show you how our direct marketing insurance services can help. Here are four insurance related direct mail tips to help you take advantage of these trends and drive a strong response rate.
- Personalize your content to consumers’ life chapters
Personalization is important when it come to the insurance industry, with as many as 71 percent of insurance direct mail campaigns using it to some degree.
Most insurance companies offer several different insurance products, all aligning to different stages of life. For example, there might be car insurance, health insurance, life insurance, and home insurance. When you personalize the content and images to align with the experiences of the prospective customer, you will have a far easier time engaging them and a much lower chance that they treat your product as junk mail.
- Personalize rates for the individual
If you have a good data set on your mailing list, then you likely know the ages and gender of the person or couples targeted by your direct mail. Using that data, calculate more customized rates for each recipient. Personalization will lead to your business creating insurance mailers that work much better than general, less customized mailers. The higher degree of personalization will encourage more engagement and with the more accurate cost, you will help make the decision making process easier for the prospective customers. When the prospects then contact your company, they will have a more accurate idea of their cost, thus initiating a more valuable conversation.
- Understand your process fall off
The fall off is the point when the lead fails to move forward. You want to consider when your leads are more likely to stop contacting you. For example, maybe your current action plan has multiple follow-up steps, such as completing an application or an authorization form. To increase the number of leads you have who move forward, you want to make these steps as easy as possible for your customers. You might try including a prepaid envelope for them to return the necessary documents. You can also pre-fill as much of the document as you can. The easier it is for your prospects to complete your insurance direct mail marketing forms and the fewer obstacles in their path, the more likely they will be to move forward.
- Incorporate affinity programs or relationships
Affinity relationships, such as with regional sports teams, can be wonderful opportunities for building engagement and encouraging people to give your advertisement a second look. If you offer special discounts for people who are fellow fans of the big regional sports team, you help to build feelings of camaraderie and encourage people to view you favorably. If you have an official affinity relationship with the team, you can also incorporate key images that attract more attention.
If you want to boost direct mail insurance leads and insurance sales driven from your direct mail campaigns, using a few key strategies will improve your success. Consider incorporating these direct mail insurance sales tips:
- Personalized content for the different life chapters of your prospects.
- Including personalized rates for the recipient.
- Strategizing to reduce the obstacles prospects encounter at the fall off point.
- Use affinity programs to attract more attention and encourage engagement.
Direct mail can be a highly effective means of driving insurance sales and boosting engagement with prospects. Those
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At Dynamicard create professional-looking mailers, complete with your own logo. We feature high-value content to get the best reach possible for prospective clients. Our mailers are fully customizable and allow you to connect with your community. This customization makes our mailers even more informative and effective. The possibilities are endless! Mailers can advertise new membership services, provide coupons or even show off new facilities! Direct Mail Marketing is a powerful way to build and maintain your client base.
If you’d like to find out more information about how your home improvement business can benefit from direct mailer, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
