According to Lavidge (US), 70% of prospective customers prefer to receive healthcare and insurance messages via direct mail.
How to create a successful Insurance Direct Mail campaign
Segment your Insurance leads
By using your data, you can segment your campaign by message and objectives. You should create separate campaigns for your current and prospective clients.
By segmenting your message, in acquisition and retention, for example, you can be significantly more selective with which households receive your mail piece; reducing distribution wastage and focusing the distribution on people of most relevance to your business.
Create a customer portrait based on all relevant details you know, including age, gender, occupation, education, social status, purchase power, and previous interactions with your insurance agency.
Personalise your Insurance mail piece
Most insurance companies offer several different insurance products, especially designed for different stages of life and needs.
According to SmarterHQ, 72% of consumers only engage with marketing messages that are customized to their specific interest.
When you personalise the content and images of your mail piece to reflect the experiences of your audience, they are more easily engaged with your message.
Connect Insurance Direct Mail Marketing with Online Channels
Omni-channel strategies result in 23 times higher rates of customer satisfaction, increased sales, and customer retention.
Two of the most popular ways of adding a digital element to your direct mail piece are QR codes and personalized URLs (PURLs).
PURLs are effective because you can use the customer’s name in the URL; however they have to manually type the address into their browser. With QR code your audience can simply scan the code with a smartphone camera to access the corresponding web page.
Keep Your Messaging Simple
Your insurance mailers should have a clear message and talk about something that your target audience wants or needs (i.e.: lower insurance rates, better coverage for certain types of property, etc.).
Include a Strong Call to Action
A good call to action is written clearly and precisely in a way that your audience is clear about what they should do next. It’s also a good idea to give a deadline for customers to reply and to be specific about how you want them to respond – visit, call, or go online.
Choosing the best format for your Insurance mail
These can be a great way to let people know that you’re ready to work with them on all their insurance needs, or on a specific type of insurance product.
Give your prospective customers a little more detail about your insurance agency or about a specific in insurance you offer.
A great alternative to postcards, flyers have plenty of room for images and content. They work especially well if you include some kind of giveaway or special offer to get recipients to take action.
Door drops are a targeted and cost-effective way to connect with your audience by delivering leaflets, flyers and brochures without the use of personal data.
Our technology allows us to deliver your acquisition and retention messages in one drop to the right door. Besides being completely GPS tracked, this solution can be at least 1/3 cheaper than traditional methods.
Our profiling tool also helps you to reduce waste, by identifying and reaching prospective clients, which are similar to your current ones.
Letters are a great way to engage with current or previous customers. Research shows that by adding a person’s name (and some colour) in the direct mail piece, it can increase the response rate by as much as 135%. By adding even more variable data information, you could increase the response rate by up to 500% vs. not including any personalisation at all.
Azure Communications has the experience and expertise to help create your next Insurance mailing campaign. Call us at (0)1 531 2695 or email firstname.lastname@example.org