Insurance Professionals: Use Email Marketing To Do More With Less
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Transcript of Insurance Professionals: Use Email Marketing To Do More With Less
Adam Q. Holden-Bache CEO, Mass Transmit
[email protected] | @adamholdenbache
Marla Chupack VP, Director of Client Relations, Mass
Transmit
[email protected] | @orchata8
We provide the services, tools, and
expertise that enterprises need to create
and manage digital communications across
email, social, and mobile marketing
channels.
We’re headquartered in New York City with offices in Charlotte NC and Seattle WA.
Our 22-person team is comprised of strategists, creatives and techies; all of whom are thought-leaders in their respective specialties.
We’ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…
Company
SEMTwitter hashtag: #mtwebinar
Six Marketing Challenges & Solutions
1. Create more meaningful communications
2. Generate more leads for your sales team
3. Maximize the use of email marketing content
4. Get management to increase your budget
5. Get agents to create brand compliant emails
6. Prepare your campaigns for mobile devices
SEMCreate More Meaningful Email Communications
Email: Making it Meaningful
• Targeted: Segment • Timely: Triggered • Benefit Driven: Advise, Educate • Recognizable: Inbox Priority • Sharable: Social Channels• Succinct: Purpose Driven• Measurable: Click Strategy
Example: Futurity First• Relevant• Personalized• Sharable• Interesting (video)• Measurable
SEMGenerate More Leads For Your Sales Team
Lead Generation Opportunities
Collect The Right Data
Webinar Poll: Segmentation
Do you currently use data segmentation to improve your email campaign performance?
Email Segmentation: Results
Example: Generate More Leads
Seize lead-generation opportunities like events and downloads to build pre-segmented and pre-qualified lists.
#mtwebinar
Tweet-worthy Takeaway:
SEMMaximize The Use Of Email Marketing Content
Email Content: Maximize It’s Value
Have a Plan• Create content that addresses your target audience’s needs• Make it sharable
Distribute Across Multiple Channels• Publish it on your site, blog, social channels, etc.
Archive It• Allow it to be found after it’s been published
Social Sharing
• Include ability to share on social networks
• LinkedIn very popular for professionals
• Use a shortened URL to track clicks from social shares
Email Archive
• Provides long-term access to email content
• Can be searchable or indexed
• Content available for search engine indexing
Webinar Poll: Sharing and ArchivingWhat tactics do you use to cross-promote your email marketing content?
Share and archive your email messages to maximize the value of your email marketing content.
#mtwebinar
Tweet-worthy Takeaway:
SEMGet Management To Increase Your Budget
How To: Get through to ManagementEducate that email is a primary channel to:
• Drive revenue• Achieve customer loyalty and retention• Drive growth in social media channels
Strategy: Tie into company core objectives and ROI• Sales• Branding• Corporate Giving
Socialize: Discuss with• Stakeholders• Influencers
Email: Leading Marketing Channel
Knowledge, socialization and tie-in to corporate objectives are the key elements to obtaining a larger email budget.
#mtwebinar
Tweet-worthy Takeaway:
SEMGet Agents To Create Brand Compliant Emails
Create Brand Compliant Messages
Approved Emailer is a web-based application that allows
corporate marketers to create approved communications
that can be emailed to consumers by their marketing agents.
Approved Emailer
How agents can benefit from using Approved Emailer:• By quickly and easily creating a professional looking email message • By being able to customize the email with personalized content (text and
images)• By scheduling deliveries and tracking results (opens, clicks, etc.)
How corporate insurance marketers can benefit from using Approved Emailer:• By providing a fast and easy way for their agents to send emails• By tracking which emails are sent and their frequency• By viewing the marketing activity of their agents and email recipients
Approved Emailer
SEMPrepare Your Campaigns For Mobile Devices
Mobile Audience: Smartphone
• 234 million mobile users in the US• 90.1 million smartphone users • 38% of all mobile users use smartphones• 28.8% of US population• Smartphones will outsell PC’s by 2012
Smartphones: Platform Market Share
Source: Nielsen, September, 2011
Webinar Poll: Mobile Platform
What mobile platform to you use to read or send email?
82% of smartphone users check and send email
with their device.
Source: Google “The Mobile Movement: Understanding Smartphone Users” April, 2011
20% of all emails are opened
on a mobile device.Trends show mobile email opens
increasing 51% every 3 months.
Source: Knotice “Mobile Email Opens Report”, November2011
Source: Campaign Monitor, June 2011
Most Popular Email Clients
90% of smartphone owners access the same email account on mobile and
desktop.
Source: Exact Target Channel Preference Survey
20% of all email opens are on a mobile device. Prepare your emails for mobile display.
#mtwebinar
Tweet-worthy Takeaway:
1. A solid email strategy that delivers meaningful communications and integrates with other channels will extend your message reach and impact.
2. Collect data everywhere. Seize lead-generation opportunities like events and downloads to build pre-segmented and pre-qualified lists.
3. Add social sharing and archive your emails to maximize the value of your email content.
4. Obtain a larger email budget by proving ROI and retention to corporate management.
5. Use pre-approved email communications to maintain compliant messaging by agents.
6. Prepare your messages for mobile viewing to maximize the value of your email communications.
Takeaways:
SEMQ&AAsk questions in chat window or
via Twitter using #mtwebinar
For Webinar Attendees Only:
Free Insurance Email Consultation
• See how your email renders across devices, full report
• Get specific suggestions for improvements
• Immediate feedback on messaging strategy
Email us [email protected] (please include a copy or link to your email and best time to contact
you for a consultation)
Slideshare:Presentation can be viewed at
http://slideshare.net/masstransmit
Let’s Connect:Mass Transmit Broadcast Blog
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Adam Q. Holden-Bache704-706-2670 [email protected]@adamholdenbache
Marla Chuapack646.797.4349 x102
[email protected]@orchata8