Determine if your agency should consider sending messages via email or snail mail.
It’s undeniable that technology has changed the direct marketing industry. However, it has not irreparably damaged direct mail marketing. In fact, insurance agencies who use both methods often generate surprisingly good results. In marketing, any time you can differentiate yourself, that’s a very good thing. When every other agency is sending out emails, if you send an attractive, 4-color printed piece via snail mail, something they can hold and study, that can have tremendous selling power.
Snail mail is a great way to capture clients’ and prospective clients’ attention. A physical letter or flyer is something they can put on their desk or kitchen counter and look at time and time again. This not only reinforces your brand image, but it helps to remind them to visit you online. Many of today’s emails get deleted even before they are opened, whereas a physical letter is something that you can ensure your prospect will see.
Believe it or not, but Generation X are worth pursuing, as they want to move up and have the financial power to better protect themselves and their assets. Right behind them, we suggest you go after baby boomers. More than half of the members of Generation X and nearly 60 percent of baby boomers say that direct mail influences their buying and service provider decisions. Although you may think it’s an old school marketing method, snail mail can come out on top time and time again.
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