With the increasing demands of digital marketing and social media, many insurance companies must remember the advantages of direct mail solutions in order to succeed. Despite the success of digital marketing, direct mail marketing can be an effective tool because it physically impacts potential customers, which helps to increase the business’s presence and conversions.
To ensure you do not miss out on this vital marketing strategy, we will show you how to increase your chances of success with a direct mail campaign. If done correctly, you will gradually see an increase in clientele, lead generation, response rate, and other metrics.
Do Mailers work for Insurance Companies?
It is essential to market your business if you want to generate revenue. But doing so, and how you spend your marketing dollars, is not as simple as you think.
First, decide what you want to be known for in your marketplace. Although it sounds like an “old school” way to spend your marketing budget, direct mail is still a strong and potentially successful tool.
Identifying Your Market Goals
Before you consider the content or format of your direct mail copies, you should have a clear picture of your goals for the campaign you intend to send using a direct mail printing and mailing service.
By mapping out and describing what you want to get through direct mail, you can more easily focus your message, target audience, and other important elements of this strategy’s approach.
Some common goals include:
- Increased clientele
- Informing existing and potential clients about a new service.
- Increasing client traffic in-store or on online forums
- Promote any of the particular insurance products
Once you have decided on a goal, make a note of it so you can refer to it later. As time passes and more decisions must be made, you can refer to your goals and identity to determine whether a particular design is appropriate.
Whom are you targeting?
Your audience is undoubtedly the most influential factor in this entire marketing operation. You must distinguish who this content is made for before you start writing.
A common direct mail marketing mistake is that direct mail printing companies try to be way too inclusive with the content. As a result, their information is often de-normalized and interests few readers, as they don’t feel it to have some reference to them.
You should have a clear image in your mind of the ideal direct mail recipient. Make sure this recipient’s interests or preferences align with your brand’s goals, so everything remains focused.
The more focused you are in the early stages, the more successful this approach will be, and the less amount you will waste convincing people to avail of your services.
Consider important elements of this ideal recipient of direct mail. Are you targeting specific:
- Age (for ex: convincing Gen Z to start insurance early)
- Demographic (for ex: lower rates of individuals who don’t have insurance within a particular ethnicity)
- Gender (for ex: the gender pay gap in car insurance rates)
- Socio-economic class (for ex: making insurance easier to access or affordable)
You may also want to consider how informative your ideal recipient is about Finance or insurance. If you are trying to target existing clients, you don’t have to be too descriptive about yourself or your business, whereas those elements are significant if you are trying to target new readers to increase clientele.
All of these aspects will affect your message, preferred language, location of direct mail you’re sending out, and many other factors.
Moreover, consider these points:
- Create a clear message (considering who are you writing for, what are you selling, why should they purchase it, when they do need to act, how they can take action, and more)
- Choose the right format
- Create an effective copy
- How to get a mass mailing rate discount
- Be selective with your recipients
Track your Direct Mail Results
Advertising through direct mail is effective, but your company or any of the direct mail campaign companies won’t know this unless they have a proper system to track the direct mail responses or leads they receive.
It is essential when you create the comprehensive goal that you add to measure the direct mail success and to compare your end goal with current statistics. An example goal would be a 10% increment in clientele or 250 sales of a particular policy.
There are a few ways you can track the results of your direct mail, such as:
- Creating a number dedicated to advertising that is equipped with call tracking.
- Include “direct mail” as an option on return slips or online questionnaires that ask how a consumer heard about you or the product
- Build a direct mail campaign landing page with a URL that’s trackable.
- Release discounts or offers exclusive to direct mail recipients
By tracking your direct mail marketing results with the help of a direct mail marketing company, you can determine the campaign’s success and if any changes need to be made to improve or expand its influence.
Stay Dedicated for the long-term
Direct mail marketing, like any other form of advertising, carries some risk. You may print 1,000 postcards or brochures, but only 10 will respond or act, assisting you in meeting your goal. The only solution here is to not give up after the first few batches.
Some print and mail services in the United States recommend that insurance companies mail their content to recipients once a month for at least six months. That way, you will feel recognized as your brand’s presence and recognition grow over time, and you will have enough time to figure out what works and what needs to be tweaked in your content and tactics.
Over time, you will see a gradual increase in responses that will help in increasing your business and allow you to expand your direct mail campaign strategy to include more potential leads or receive success. As a result, your brand name will become more identified and even dominate the market potential.