Insurance newsletters are a powerful tool for insurance professionals to get through the clutter of communications, stay in touch with prospects and clients, and provide useful information. They also help them establish themselves as trusted advisors. Although insurance newsletters will continue to be a key component of insurance marketing and communications, there are many myths surrounding their use. Let’s “bust” some of these myths.
MYTHBUSTER #1 Clients and prospects will receive insurance newsletters from you. They will contact you to discuss the newsletter’s content and to thank you.
It would be almost like thanking the restaurant for their excellent service and healthy food. It’s unlikely that you would do that. When you go to a good restaurant, you expect great service and healthy food. Clients expect quality service and even value-added services. They will be less likely to return clients if they don’t receive it.
Even the smallest things are important, such as demonstrating professionalism by regular communication with prospects and clients. This is what advertising executives call brand awareness. It is often called building confidence and trust.
It is difficult to gauge trust and confidence. You can build trust and confidence in your clients by offering consistent and regular communications. You will see better persistence, more referrals, and easier sales. Don’t expect people not to appreciate your effort in doing a great job.
MYTH #2 Insurance newsletters can be a cost-effective and simple way to find new customers. You can simply mail them and people will call you if they see how knowledgeable you are about insurance.
Even the most professional newsletter can look like a brand new Ferrari without an engine. It’s beautiful and will attract attention. It’s a beautiful piece of art that will attract attention. But, if you want it to be successful, make sure you have something underneath.
In insurance marketing terms, the newsletter is only one part of your prospecting strategy. Your efforts to reach out and convert prospects into clients are the real engine that drives new business.
To build their business, most agents who successfully use insurance newsletters follow a three-step process: 1) identify potential prospects in the markets you feel are best for you, 2) send out newsletters to those prospects and 3) follow up by calling after several months. Your newsletter opens up a window to your prospects. “Are they receiving our newsletter regularly?” Is it reaching the right person? We’d love to quote your business.”
You now have an insurance marketing plan that is powerful.
MYTHBUSTER #3: Including business replies cards in your insurance newsletters is a waste. They are never returned.
Although you may not receive many response cards, you will still get some. It is a nice gesture to remind customers that you value their feedback and are available for them at any time. Even if they don’t reply to the reply card, it might prompt a call. Your BRCs can give you a push if your customers don’t respond. Sometimes, if you ask, they will answer. You have to first ask.
MYTHBUSTER #4 Email is just as effective as paper when it comes to insurance newsletters.
Email is cheap. No paper, no printing, no postage. However, cheaper does have its disadvantages. There are many obstacles to getting people to sign up for your email newsletter. The spam filters are first. Next, there is the subject line. The subject line must grab the attention of readers and encourage them to open your email. A 25-30% open rate is a good standard for email sent to opt-in lists. Even if your readers do open your email, how many will actually read it?
They won’t take as long to read a printed newsletter. Although they might share the same content in an email newsletter as in a paper newsletter, they can still hold the paper copy and flip the page to make notes. They can keep it on their desk or forward it to a friend. Even if they don’t receive your newsletter, recipients will still see your branding and feel valued as clients. Postal mail is now the preferred delivery method due to its accessibility via email.
The impression you wish to create will determine which option you choose between paper and email. Premium is always better than cheap.
MYTHBUSTER #5 Newsletters are a great way to stay in touch with clients, but they can be expensive if you have a tight budget.
Do you plan to also stop using business cards or listing your business in directories. A curtailing your newsletter subscription program may save you some money in the short-term. What does this say about your service commitment?
Regularly sending an insurance newsletter to your clients shows that you value their business as well as that you are reliable and consistent in providing service. A newsletter is the only way that most companies communicate with their clients, other than invoices. If you stop sending newsletters, it is a sign that something is wrong. Your clients don’t value the effort, or your company is in trouble. Oder both. What message are you sending your clients if they only hear from you when you send them a billing?