Insurance Newsletters: 5 Things They Should Accomplish
Starting a newsletter can be a great way to connect with your customers, offering stats, tips, and other information that can help them save money and plan for the future. But it’s important that you have a purpose ahead of time and that you clearly communicate what you’re setting out to do with your newsletter, especially if it’s something that you’ll be inbox-ing them instead of printing hard copies. People hate spam, so it’s very important not to be perceived in that manner. To do your newsletter the right way, you’ll want to make sure you accomplish the following.
Consistency in the form of a set time for sending via email or making it available in print is important if for nothing else to keep you committed to the project. By setting up your newsletter as weekly or bi-weekly or monthly, you keep your work structured and allow recipients to know exactly when they can expect the next release. You also give them a new way to connect and to grow in their knowledge.
Sharing for the sake of sharing is always a bad idea. You want your newsletter to have some form of positive impact in your customers’ lives, and that only comes from knowing your customers and being able to address whatever issues they’re going for (or whatever is on the horizon).
As a continuation of impact, you want to make sure that each and every item that you include in the newsletter is relevant to your customer and that it adds some layer of value to their lives. General news on the insurance industry may seem like a good idea, but it can get you classified as “spam” in a hurry if it’s not speaking to what your customers are going through. Always try to be relevant with whatever you send out, keeping things like new studies and seasonal concerns in mind.
Outreach and Connection
Your newsletter shouldn’t stop with information. It should also give your customers and insurance leads everything they need to know to connect with you and to get the answers they need for whatever questions they may have. Try to end each newsletter by asking your customers directly what they are struggling with, wondering about, or anticipating. The more they tell you, the more relevant your newsletter can become.
As you continue with your insurance newsletter, you will naturally get better at it, and your expertise will grow. The more of an “expert” you are, the more likely your customers will be to recommend you to their friends and family. Establishing expertise can take time, but a newsletter is a great venue for doing it effectively.
Insurance newsletters may seem like a lot of work, and initially, they are. But as your journey into this form of marketing increases, your processes will streamline, and it will be easier to put it together — in whatever form(s) you release it. If you need help, try to connect with a designer to get a pleasing aesthetic. Then, look into programs like MailChimp to automate as much as you can, so you can send out emails to everyone who opts in. If you’re going the print route, look into a bulk mail rate to save on costs. The results that you get out of a good newsletter may not be immediate, but over time, they will definitely pay off, and they can also be repurposed to strengthen your online marketing efforts. Best of luck if you are considering this method of outreach!