I wrap up the series on getting the most from your insurance client newsletters with the final five — including the most important tip of all, number 12. Believe it or not, some of the most successful insurance agencies in the nation have been clients of ours for twenty years and more. Read about the important quality that makes them and their insurance client newsletter program so successful in tip number 12.
8. Use analytics for your email insurance client newsletter distribution to improve your sales results. One advantage email provides is the tracking information you can get. Some email service providers, like SmartsPro’s HTML+ service, can trace who opens your email newsletter and which articles they read. If you look up the viewing history for one of your benefits clients, for example, you may find she has been looking at a lot of articles on voluntary benefit products lately. Maybe you should give her a call? Tell her you might have some new ideas to help increase employees’ satisfaction with their benefits package without costing the firm any extra money.
9. Use your email insurance client newsletter to bring people back to your website each month. If you have a SmartsPro Website or use SmartsPro’s HTML+ email service, your clients can link directly back to your website each time they get your newsletter. This creates opportunities for them not only to read your content online and improve your search rankings, but to engage with your website to receive quotes, look up coverages, read your blog, visit your social media sites and more.
10. Take every opportunity to distribute your insurance client newsletters. Besides posting your newsletters on your website, sending them to your opt-in list and mailing them to your A list, make them available in other ways:
- Place them in your reception area
- Put them in prospect and new customer kits
- Send them to centers of influence, such as accountants and attorneys, who can refer business to you
- Hand them out at trade shows, meetings, and speaking events
- Make sure everyone in your firm gets a copy to read.
Insert a sign-up form in your paper newsletters so people can get them regularly. Put a sign-up form on your website, too. Let people choose between postal mail and email.
11. Business reply cards reach out to readers for their input. You may not get a lot of responses, but you will get some. And simply including them is a thoughtful gesture that reminds customers you value their input and want to hear from them whenever they have questions — not just at renewal time.
SmartsPro business reply cards reflect the content of each issue so it’s easy for clients to indicate what they want to discuss or get more information about. And even if someone doesn’t return the card, it may prompt a phone call. We now provide BRCs with your insurance client newsletters for a very low price.
12. Newsletters require commitment. This final tip is the most important. An insurance client newsletter program requires consistency. You want customers and prospects to know they can depend on you. You also want to stay top of mind, so when people think of insurance, they think of you. Achieving these goals and receiving the benefits that result—including referrals, new business, informed clients, cross-sales and customer loyalty—will come only with time. So make the commitment and resolve to earn your success in the long run.