Obviously that’s no way to buy a screwdriver. And it’s no way to buy an insurance client newsletter either. But sometimes insurance agents get sold a solution or system that may include everything from agency management, customer portals, carrier interfaces, CRM, social media, websites, newsletters and more. Some parts of it may work great, but typically not everything does.
One of the complaints producers often have with these systems is that the client newsletter content provided is not timely. Instead, the system typically provides evergreen content, in order to optimize its usefulness. “You can put it in your drip series, include it in your e-newsletter this month and again in six months, if response is good.” And so on. That’s the mentality. But producers who understand the importance of delivering current, relevant, action-oriented content that is truly meaningful and engaging will notice the difference. A newsletter publisher that respects its clients — and its clients’ clients — does not take this lazy approach.
Sometimes we hear back from former clients who have bought one of these systems. They had decided to drop our newsletter service in order to cost-justify the expense and because the vendor claimed their content would be comparable. Often they return to us.
I won’t say that we never provide evergreen content, but we work hard to make every edition of our insurance agent newsletters include articles that are relevant and address current developments that may affect an insured’s situation.
We believe that if you want to earn respect for your brand because you provide excellent client communications, it’s important to provide insurance client newsletters with meaningful content — not simply content that’s basically only filler for a sales message. If that’s a tool that would be helpful to your agency, we can provide it. And you won’t have to buy CRM services, a website, a calendar and all the other products and services we sell to get it.
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