Insurance Professionals: Use Email Marketing To Do More With Less

Adam Q. Holden-Bache CEO, Mass Transmit aholden-bache@masstransmit.com | @adamholdenbache Marla Chupack VP, Director of Client Relations, Mass Transmit marla.chupack@masstransmit.com | @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

SEM Twitter hashtag: #mtwebinar

Six Marketing Challenges & Solutions
Create more meaningful communications
Generate more leads for your sales team
Maximize the use of email marketing content
Get management to increase your budget
Get agents to create brand compliant emails
Prepare your campaigns for mobile devices

SEM Create 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

SEM Generate 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:

SEM Maximize 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 Archiving What 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:

SEM Get Management To Increase Your Budget

How To: Get through to Management
Educate 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:

SEM Get 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

SEM Prepare 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:

A solid email strategy that delivers meaningful communications and integrates with other channels will extend your message reach and impact.
Collect data everywhere. Seize lead-generation opportunities like events and downloads to build pre-segmented and pre-qualified lists.
Add social sharing and archive your emails to maximize the value of your email content.
Obtain a larger email budget by proving ROI and retention to corporate management.
Use pre-approved email communications to maintain compliant messaging by agents.
Prepare your messages for mobile viewing to maximize the value of your email communications.
Takeaways:

SEM Q&A Ask 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_address]
(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

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Adam Q. Holden-Bache 704-706-2670 x200 [email_address] @adamholdenbache Marla Chuapack 646.797.4349 x102 [email_address] @orchata8

Insurance Professionals: Use Email Marketing To Do More With Less

by Mass Transmit on Jan 31, 2012

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Insurance Professionals: Use Email Marketing To Do More With Less — Presentation Transcript

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