Taking Insurance Client Newsletters Seriously
Sometimes people ask me why we don’t print recipes or puzzles in our insurance client newsletters. People don’t want to read about insurance all the time, they say, so why not give them something entertaining as an alternative? Insurance is too boring, so, just tell your customers, “Oh and when you place your employee benefits […]
If all you need is a screwdriver, why buy the whole hardware store?
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 […]
What To Do After Your New Website Goes Live?
Answer: start working on your search engine optimization. After all, you want to get your website ranked near the top of all the relevant search terms so people can find you. One way to build a solid SEO strategy is to associate your website with as many keywords relevant to the kinds of insurance you […]
Is Your Agency’s Media Style Old School, Plugged-in or Big Tent?
Which communication method best suits your insurance agency’s brand-building strategy? Just to be clear, I’m not talking about how you or the people in your agency relate to people socially, as when, psychologists talk about communication styles, using words such as aggressive, passive, assertive, competitive, affiliative and so on. I’m talking about which media you’re […]
How a Print Newsletter is Different from an Email Newsletter
In my last post, I may have left you with the impression that I think email insurance newsletters are never useful. That’s not true. I did point out that many agents have switched from print to email delivery of their client newsletters from a desire to automate everything. And there does seem to be an […]
Insurance Newsletters and the Paperless Myth
In recent years, many insurance agents and brokers have decided to change from print delivery of their client newsletters to email. When you stop and think about it, that decision is astonishingly self-defeating. A good open rate for email is 25% to 30%. Anything better is extraordinary and usually only temporary, as the majority of your […]