Mail campaigns are the best to close serious deals. People think of snail mail as more reliable, trustworthy, and secure than digital platforms. Professional marketers at direct mail marketing company have solved this issue and use this marketing approach to send promotional or transactional messages, including insurance mails.
Our favourite thing is that nowadays, you don’t need special knowledge to send promotional mailers. Because of technological advancements and automation, mail has become much more flexible and cost-effective than decades ago. At the same time, it has also become a powerful means of communication. 70% of the prospect audience still prefers to receive direct mail for healthcare and insurance messages.
Insurance direct mail marketing is an excellent way to make you recognized in the rapidly-growing insurance industry.
According to recent studies, US healthcare companies spend around $30 billion on marketing yearly, and the number is expected to increase more in the future.
Therefore, if you are engaged in this field, you should look for the best price-quality ratio. Since mail receives a response rate of around 5% to 0.6% for email and other digital channels, you may regret not considering this option.
Why Automated Direct Mail Marketing is so effective in Insurance Sector
Insurance direct mail marketing is more promising than many online sources. It boasts customers into taking immediate action. As people already receive important notifications such as bank statements, utility bills, and debt collection letters via mail, they regularly open their mailboxes.
Almost 79% of customers take action on direct mail as soon as they receive it.
Automated direct mail marketing is valuable, especially to generate leads because of its authenticity and flexibility. All you have to consider is some strategic tips and the right timing to generate leads and turn them into customers.
Automated insurance direct mail marketing is a powerful lead generation tool for several reasons:
- By using mail automation software, you can integrate mail campaigns and online channels. These tools seamlessly integrate with the majority of popular CRMs, customer success, email marketing, and other platforms. By integrating multiple channels, you can instantly attract fresh leads and make them follow you everywhere.
- Automated direct mail marketing helps insurance agents in increasing attracting high-quality leads. Automated mailing is based on previously collected customer data and preparatory research of the target customers. Mailing lists provided by mailing companies in the USA are carefully divided and detailed. Thus, you will only reach prospective customers who are likely to convert and use your services.
- If the selected mail automation tool supports variable data printing, you can use the content of every mail piece. Prospect leads will see personalised content, unique offer, and a quick call to action that will encourage them to take action or contact your agency.
Note that the benefit of automated insurance direct mail marketing depends on the platform for automation you choose.
Tips to do Automated Direct Mail Marketing Effectively
As a direct mail campaign services provider, we know the formula of an efficient mail program. Even when you automate production and delivery routines with software, the creative part and strategic planning will be your responsibility.
Here are four tips for insurance agents that they can use in automated direct mail marketing to enhance mail campaign and promote their services.
Tip 1: Must be highly targeted
The better you segment your target audience, the more chances you will have to make people respond or convert. Create a customer portrait based on all relevant details you know including age, gender, preferences, interests, social status, purchase power, and previous interactions with your insurance agency. You can also use CRM as it provides additional insights about your potential customers and help in creating mail that’s more data-driven.
Tip 2: Omnichannel Marketing
Integrate your insurance direct mail marketing tactics with online channels. If you are receiving a good amount on your campaign, that doesn’t mean you will ignore other channels. Mail automation allows aligning mail campaigns with email newsletters, social media, online ads, and other digital channels. Omnichannel strategies can lead to 23X improved customer experience, increased sales, and customer retention.
Tip 3: Stay flexible about your offer
Track the market and approaches used by your competitors. The insurance industry continuously changes and the federal healthcare spending and regulations. Everything that impacts customers must be shown in your marketing postcards. In this respect, an unlimited batch size provided via automation tools can help you to regulate your mail volume and promptly create any number of mail pieces.
Tip 4: Test direct mail marketing
Don’t make quick decisions. Take time to create several designs or formats or multiple offers with alternative backgrounds, calls-to-action, and offers. After that, perform an A/B test to obtain reliable information about the effectiveness of each design and calculate your ROI. This will reduce your expenditures and save you from unnecessary implementations.
Final Words
From sales to claims management, finding the appropriate channel to communicate with prospect at scale while remaining compliant with regulations is challenging in an ever-changing technology landscape.
As direct mail campaign companies discovered, direct mail enables brands to engage and connect with customers securely with 4 times gradual increase in campaign performance. In fact, 44% of customers count direct mail as their preferred channel to communicate, and our customers have seen personalised and targeted mail provides a 13 times higher response rate than email.
Our customers have experimented with countless customisation options for images, content, promotions, offers that drive relevancy, trust, create personal relationships, and improve customer satisfaction.
You just need to identify how forward-thinking marketers experiment with different direct mail formats and offers to increase ROI while remaining operationally efficient and regulatory compliant.
Moreover, don’t forget to use direct mail strategically. Use your channel that provides an engaging, connected, and memorable customer experience.
Automate your direct mail operation to increase your data security and compliance, send your mail via direct mail printing companies and get the best returns on marketing investment.
