Insurance companies know risk. Whether they’re selling health, auto, life, commercial, or any other type of policy, they must weigh the perils to assess appropriate coverage and provide a quote. But understanding exposures doesn’t necessarily mean that insurance providers know the best ways to connect with clients. Direct mail marketing can be the secret to success in the insurance industry. It offers a wide array of potential benefits, including increased response rates, improved trust, trackability, cost-effectiveness, and more. However, to optimize the ROI of your direct mail campaign, you should consider the following tips.
Maintain High-Quality Lists
Your ability to reach the right people is contingent on the quality of your lists. Maintaining up-to-date contact information with demographic data can make or break a campaign. Including as much information as possible opens up the potential for future targeting, so you may also want to collect details on how they originally contacted you, what policies they’ve expressed interest in previously, how they purchase policies, how often they’ve contacted your team, and other pertinent factors.
Not every individual needs every type of insurance, which makes personalization especially important. It goes without saying that promoting a renters insurance policy to a homeowner is a waste of your efforts, just as it’s futile to market commercial general liability coverage to someone without a business.
Variable data printing allows for personalization at scale so that each recipient receives a mailing unique to them. Addressing them by name can help forge connections and make your message stand out, while adjusting the copy and imaging can ensure the mailing is relevant.
Focus on Specific Types of Leads
Based on your unique goals, you can adjust your mailing to collect specific types of leads. You might generate appointment, seminar, or information requests, as well as lead magnet requests. Lead magnet request opportunities, such as informational booklets and free quote offers, usually yield the best response rates due to their perceived value, but appointment leads have higher conversion rates.
The recipients of your mailing may not be in the market for a new insurance policy at the moment, but that doesn’t mean your efforts are ineffective. With good branding, you can increase brand awareness and ensure that your company is one of the first that comes to mind the next time they reassess their coverage.
Automating responses can increase the personal touch, without creating more work for you. You might set up thank you notes when someone enrolls in a policy, send information packets when someone requests a quote, or follow up when someone hasn’t replied to a quote.
Design Distributors understands the ins and outs of direct mail marketing for insurance. We’ll leverage our decades of experience to help you put timely, visually appealing, and unique mailings in the hands of current and future clients. Contact us to discuss your next campaign and request a free quote.