Why Direct Mail Is Still Relevant To Your Insurance Marketing Efforts
Direct mail is too often equated with the term “junk mail” these days, but that’s a hasty generalization if you’re an insurance agent. This marketing medium has not quite outlived its usefulness, and we’re not really sure it ever will. For starters, people still like to hit the mailbox and check their mail, and while it’s true they may not be particularly stoked about seeing something with your logo on it, that doesn’t necessarily mean it will be a deal-breaker. Here are some reasons why we recommend you don’t give up on this form of insurance marketing just yet.
1. Direct mail still helps you connect with seniors and boomers.
Yes, there is still a generation of insurance customers out there who respond better through print communications. They haven’t fully embraced 21st Century tech. They may own a smartphone, but they don’t fully understand it, or they’re just not as enamored with the crick in their necks that they get from constantly staring down at a mobile device. You can still connect with these individuals through direct mail provided your message is clear and trustworthy.
2. Direct mail adds an extra layer of professionalism.
Anybody can market online for free, and anybody does. That means there is a lot of noise online that you have to cut through to get your message across. By going the direct mail route, you communicate to all your customers and prospects that you have skin in the game. It costs something to put a direct mail campaign together, and you wouldn’t be doing it if people didn’t trust you enough to give you their business (or so goes the thought process).
3. Direct mail helps you get in front of people when they’re not online.
Contrary to popular belief, more and more people are seeing the value of taking a step away from their computers, tablets, and smartphones, if for no other reason to give their eyes a rest from the bright screens. Going the direct mail route allows you to get in front of them when they’re not online. While your success rate may not look like much, it can, and often does, result in new sales that can lead to cross-selling and referrals. (Just make sure to track those results so you know if there’s really “bang for the buck.”)
4. Direct mail is surprisingly effective at up-selling existing customers.
I don’t open much direct mail nowadays, but I do open every envelope I get from my insurance agent. Sometimes I don’t really need the services he’s offering, and I’ll quickly discard. But I’ll at least give it a glance to see if what he has to say benefits me and my family. In spite of the fact that he sells for one of the biggest insurance companies in the world and has access to superb technologies for reaching out, he gets the best results from me by contacting me through the mailbox. In other words, his efforts have resulted in increased coverage limits and the occasional new policy.
5. Direct mail follows the one key rule of marketing your product: go EVERYWHERE your customers are.
Effective marketing campaigns should make the effort to be everywhere a customer might be. That’s why it’s often suggested that you should have a Twitter or Instagram, even if your social network of choice is Facebook. Following that line of thought one step further, people still check their mail, and they will continue to do so for the foreseeable future. A presence there can only help you if it’s consistently leading to new business, either directly or indirectly.
While direct mail campaigns are certainly not as “sexy” as they used to be, they are still effective, especially for insurance agents, who are looking to cross-sell or raise awareness. Thankfully, they can also be handled affordably with today’s desktop publishing technologies, limited regional coverage, and a reasonable bulk mailing rate. Give it a shot and see what kind of results you get.