Mail Marketing Guide For Insurance Companies
Are you an insurance company that is planning to start a direct mail marketing campaign?
The best direct mail services in the form of letter mailings, snap pack mailings and postcard direct mail marketing have a very positive impact in generating leads and conversions. For example, did you know that direct mailings have a 5% response rate and can generate an ROI up to 30%?
This is really promising. In the insurance industry in particular, where the conversion rate is a dismal 9% (compared to say, the automobile industry, where it is 23%), you could use all the help you can get, to get the most-qualified leads and convert them into long-term patrons.
Here, we've listed a few tips that can be implemented for effective direct mail marketing for insurance companies. Take a look:
- Customize the direct mail pitch to suit the recipient's current stage of life
Every insurance company has a long list of products in their portfolio. Let's say you're selling home owner's insurance and you run a home insurance direct mail marketing campaign.
Now, sending your home insurance direct mailings to a person who lives in a rented home or who has already sold their house to someone else, can be counterproductive since they don't really need this insurance. Similarly, sending a brochure on commercial insurance policies to someone who doesn't own a business is a wasteful expenditure and a lost sales opportunity.
Instead, consider what type of client you wish to target with your direct mailings and send customized direct mail to them. This will increase chances of leads and conversions.
Another thing you can do to customize your direct mail further, is to send an individual rate – one which is specific for the recipient. Snap pack mailings are best for such time-sensitive and bespoke offers.
- Maintain a detailed excel sheet with recipient data
The best way to customize your direct mail marketing campaigns is to maintain a comprehensive excel sheet with prospect data. This way, you can easily cross-check your recipient's demographic characteristics and send your customized direct mailings.
If you have a really long list of recipients to contact, you can easily share this excel sheet with the specialists who offer direct mail marketing for insurance companies and they'll ensure each of your prospect is contacted.
- Gate your important website content to collect key lead data
Maintaining an excel sheet and sending customized direct mailers is easy when you have the data with you. But how do you collect this information?
The best way to do so is to gate your website content. There may be many prospects who visit your website to casually browse through your insurance plans. You can gate any downloads you have on the site, so you can collect their personal data from them. So, if they wish to download a brochure or the details of the insurance plan, they'll need to submit their age, location, and email ID. By looking at what insurance plan download they accessed, you'll be able to determine what type of customized postcard marketing or letter mailings you need to send.
- Make the insurance application process easier by sending important forms in your direct mailings
Sometimes, a person may decide to purchase the insurance in a split-second decision, because of the influence they have in their personal life. So by acting quickly and proactively, you can get a qualified lead with well-placed letter mailings.
Send the application form to the insurance brochure you're sending, so your recipient has the option of reverting to you immediately. Also send stamps for return postage as this will reduce any effort that the prospect will have to take to contact you.
Get Started
At Mail King USA, we take great care to ensure that our direct mail marketing for insurance companies campaigns target high-potential prospects with the right direct mailings. We will create a seamless process of communication between you and your leads, ensuring you're poised for sales success. Contact us for more information.
