The average open rate for emails in the insurance industry is 30.08%, according to MailChimp. Worse—much worse—the average click-through rate is 2.95%!
If you want to make sure you’re REALLY engaging with your contacts, PRINT is clearly your best solution.
There’s no doubt about it.
With postal mail, the open rate is virtually 100%. Only one out of three recipients opens their emails from insurance contacts. But among even those people, a tiny fraction of only 10% click-through to read what’s inside! The bottom line is one in a hundred read the messages you send them in an email newsletter, if MailChimp is right.
Mailboxes are much less cluttered these days, so print really stands out. And it has durability. People keep them to read later. Plus, you can hand them out, put them in presentations and display them at trade shows and in your waiting room
“It is my firmest conviction, based on solid and overwhelming evidence, that nothing can ‘glue’ customers to your business like a good print newsletter mailed to them frequently, on a regular basis.”
— Dan Kennedy, Author, Strategic Advisor, Consultant, and Business Coach
In today’s digital world, inboxes are overflowing, algorithms dictate visibility, and engagement rates fluctuate wildly. Meanwhile, print newsletters offer a direct, tangible connection that commands attention.
1. Guaranteed Visibility
Unlike emails that can get lost in spam filters or buried under hundreds of unread messages, print newsletters land directly in recipients’ hands. The open rate is virtually 100%—a dramatic contrast to email, where even a great open rate hovers around just 20-30%.
2. Long-Lasting Impact
Digital content is fleeting—often skimmed and forgotten within seconds. A print newsletter has durability. It gets placed on desks, carried in briefcases, pinned on bulletin boards, and even shared with colleagues. People revisit print materials, giving your message repeated exposure long after delivery.
3. Less Competition for Attention
Mailboxes are significantly less cluttered than inboxes. In a world where people receive hundreds of digital messages daily, your newsletter stands out simply because it’s physical—there’s no fighting for clicks or battling email fatigue.
4. Builds Trust & Authority
There’s a psychological weight to printed material. Holding a professionally designed newsletter conveys credibility and permanence that digital media often lacks. People associate print with reliability, reinforcing the value and trustworthiness of your message.
5. Versatile & Multi-Use
A print newsletter isn’t confined to a single moment—it can be handed out at events, presented in meetings, placed in waiting rooms, and included in client materials. It has life beyond its initial delivery, unlike an email that disappears into the abyss of an inbox. In an era of digital overload, print is a refreshing and effective alternative.
It cuts through the noise, ensures your message is seen, and reinforces your brand’s authority. Businesses that invest in print newsletters aren’t just staying relevant—they’re standing out in ways digital media simply can’t match.
We’ll create a customized color masthead featuring your agency’s name, logo, and even photos. You’ll receive a proof for approval before we move forward. Plus, you can use color in your masthead to make your brand stand out, at no additional cost.
Smarts provides turn-key print services. Just send us your list and we’ll do the rest, including format your newsletter as a self-mailer. You may also provide or have envelopes printed, if you wish.
You can either provide your own article or choose from thousands of articles in our Content Warehouse.
Yes! Simply let us know you’d like to be a “reviewer,” and we’ll send you a text version of your upcoming newsletter about 5 days before the content is finalized.
There is no setup fee. We require a minimum commitment of three issues, and subscriptions are ongoing. To cancel, just give us a 60-day notice, and we’ll handle the rest.