Insurance Postcards That Get Results

Everyone is used to receiving direct mailers from certain industries like car dealerships. But did you know that direct marketing of insurance options can also provide a nice return on your investment? It may surprise you to learn that sending eye-catching postcards will put you in a much better position to sign new clients than even the most sophisticated email campaign. That’s due to one simple fact: Only 0.12 percent of all marketing emails receive a response. Meanwhile, 4.4 percent of consumers who get a direct mailer typically enact the mailer’s call to action.

How to Successfully Cultivate Direct Mail Insurance Leads

Before you launch a direct marketing insurance sales campaign, you’ll need to take the time to identify your goals and your target market. Many insurers put together customer profiles that help them identify their ideal clients. Once you’ve taken this step, you’ll almost certainly see a few major differences between each profile. Fortunately, you can target your insurance postcards appropriately with the innovative Map Your Sales tool.

Consider sending a unique type of message to each customer profile. This will take more effort on your end, but it’s also highly likely to bring in better results. For this article, we’re going to look at prospects in their 30s and 40s who are married and live in an upper middle-class neighborhood.

1. Identify a Need and Offer to Fulfill It – With our target scenario, you’re going to find a lot of potential clients who are worried about any type of life change harming their ability to support their family. If you sell life insurance, you can showcase how a policy would help safeguard their spouse and any children from having a drastic financial lifestyle change. Keep in mind that concerns like this are at an especially high level during times of economic or health instability. In the current U.S. environment, people are looking for a way to reduce expenses without losing their sense of security
2. Be Simple and Direct – Don’t overwhelm people with insurance mailers that are visually cluttered or too wordy. The idea is to provide a strong and simple message that speaks directly to your prospects. For instance, a mailer sent out right now could say something like: “It’s more important than ever to provide stability for your family during these uncertain times. Contact us today at XXX.XXX.XXXX to find out how our affordable insurance policies can help.”
3. Don’t Neglect the Importance of Design – The direct mail design template you choose will have a big impact on how people view your business. In fact, studies have found that 90 percent of people’s purchasing decisions are most heavily influenced by advertisements. Therefore, it’s crucial to use a design that’s appealing. In-print ads such as direct mail marketing for insurance agents help 45 percent of consumers settle on a decision about what services and brands to choose, which is second only to TV commercials.
4. Always Incorporate Branding – Consumers need to become familiar with either your personal agent branding or your agency’s brand. Doing this will help make them feel more comfortable buying an insurance policy from you, so do not neglect this vital step. Remember that branding is much than just a logo. You will want to select a color theme, a font, an overall tone for your messages and, yes, also a logo. Additionally, you should include an image of yourself on your insurance marketing postcards to help build familiarity and trust.
5. Ask Prospects to Take a Specific Action – If you’ve been in insurance sales for a while, then you already know that people often need to be led toward making the best decisions for their lifestyle. This doesn’t mean prospects cannot make their own decisions, but many of them will feel a bit lost without some direction. When you consider all the multiple variables involved with insurance policies, it makes sense that the idea of choosing a plan can be overwhelming for consumers.

To simplify things, use a very specific call to action. Avoid vague, open-ended statements. For example, an ineffective call to action might say: “Contact me the next time your insurance needs change.” Instead, choose something like “call (XXX) XXX-XXXX to find out how I can save you money on insurance” or “stop by our office on Monday, April 13, for our customer appreciation event.”

1. Use Appropriate Imagery – If you sell car insurance, use a picture of a car on your postcard. If you sell life insurance, showcase a family instead. Keep the demographics of your target market in mind at all times. If they’re in their 30s and 40s, don’t send them postcards with people who are 18 or 65+ because this will make it harder for them to connect with your message. Likewise, if you’re sending direct mailers into a neighborhood that has a large Hispanic community or is primarily made up of single people, use photos that will speak to them. Many people make decisions due to emotional factors, and everyone likes to see themselves represented in marketing.

Benefits of Insurance Direct Mail Marketing

The most noteworthy benefit is, of course, gaining a new client. However, there may be a few more steps between someone receiving your postcard and deciding to buy insurance from you. In the meantime, a successful insurance postcard campaign will provide other benefits that help lay the groundwork for acquiring new clients.

1. Introduces You to Your Target Market – People cannot become clients unless they know you exist. Consumers see an average of 5,000 ads per day, so you cannot really blame them if any of your previous messages didn’t stick out in their mind. This is yet another reason that businesses of all types need to reach out repeatedly to their target market.

Don’t forget that it takes most consumers seven points of contact before they will feel comfortable making a purchase from a new company. By sending out direct mailers, you can put yourself in front of highly desirable prospects. Setting up automated mailers via Map Your Sales will also boost your odds of converting each prospect into a client.

Affordable Marketing with a Strong ROI – The return on investment (ROI) of marketing postcards is generally high. This is due to the combination of affordable pricing and the high prospect contact rate of direct mailers. Of course, not all companies offering direct mail for insurance agents are relatively inexpensive. Perhaps the worst offender is Every Door Direct Mail (EDDM) by USPS.

The primary problem with EDDM is that it gives you almost zero control over your delivery area. Yes, you can specify a zip code, but from there, you’re at the mercy of the USPS. This can cause a lot of wasted money as it forces you to send out postcards to people who aren’t part of your ideal target market. To see a much better alternative, check out the Map Your Sales demo!

1. Gives Prospects Something to Hold Onto – Are you more likely to remember an ad you saw online or a physical postcard that you can put on your fridge? For most people, the latter option wins, which is the reason that so many companies still successfully utilize direct mail campaigns.

Insurance Direct Mail from Map Your Sales

We know you have many direct marketing insurance services to choose from. However, we’re confident that we provide a much higher value than our competitors. When you choose Map Your Sales, you’ll benefit from:

1. Easy to use pre-built direct mail postcard templates for insurance agents.
2. The ability to exactly pinpoint your target market with our innovative mapping technology. Whether you want to target one house, one block, one community or an entire town, we’ve got you covered!
3. You don’t have to send the same postcard to each customer profile in your list of desired direct mail leads for insurance. Instead, you can choose a custom design and message for each profile type. We also give you the ability to easily send out a single campaign or enable automated campaigns. With the automated option, you can set everything up and then let each batch of direct mailers go out based on your preferred schedule.
4. We offer much more than direct mail services! By using Map Your Sales, you can take advantage of our pinpoint technology to reach out to prospects via mail, text, ringless voicemail or email. You can also choose to send them small gifts such as ink pens and magnets.

We invite all insurance agents to check out our demo. We also offer a free trial to help you see just how useful this innovative, time-saving tool can be. If you have any questions about our direct mail postcards for insurance agents, please feel free to give us a call at (800) 571-7393.