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Insurance Professionals: Use Email Marketing To Do More With Less
 

Insurance Professionals: Use Email Marketing To Do More With Less

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Slides from the Mass Transmit webinar for insurance industry marketing professionals. The webinar showed ways to use email marketing to reduce time, budget and resources and increase results.

Slides from the Mass Transmit webinar for insurance industry marketing professionals. The webinar showed ways to use email marketing to reduce time, budget and resources and increase results.

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  • When opens and click-throughs are down - Agent Opportunities are lost -Claim, policy and industry info missed -Customer service expenses increase -Audience loyalty lost - Reach is restricted -Revenue is ad versly affected
  • When opens and click-throughs are down - Agent Opportunities are lost -Claim, policy and industry info missed -Customer service expenses increase -Audience loyalty lost - Reach is restricted -Revenue is ad versly affected
  • Poll Question: Do you currently use data segmentation to improve your email campaign performance? All the time Sometimes No, but I’m planning on it Never
  • Poll Question: What tactics do you use to cross-promote your email marketing content? Social Sharing Publishing on social networks Email Archive Publish on web site or blog Print communications
  • Smartphone penetration will reach 38% of mobile users and 28.8% of the overall US population by the end of this year. The number of smartphone users is set to increase nearly 50% (49.6%) this year to 90.1 million users. By the end of next year, smartphones will outsell personal computers. Source: http://www.emarketer.com/blog/index.php/quick-stat-smartphone-users-account-38-mobile-phone-users/
  • Source: http://www.comscore.com/Press_Events/Press_Releases/2011/8/comScore_Reports_July_2011_U.S._Mobile_Subscriber_Market_Share comScore Reports July 2011 U.S. Mobile Subscriber Market Share Source: blog.nielsen.com/nielsenwire/online_mobile/40-percent-of-u-s-mobile-users-own-smartphones-40-percent-are-android 40% of mobile consumers now have a smartphone Other source: http://www.emarketer.com/blog/index.php/quick-stat-apples-share-smartphone-market-reach-30-year/
  • Poll: What mobile platform to you use to read or send email? Android Apple (iPhone, iPad) RIM Blackberry Windows Mobile Other
  • Apple device users are nearly 8 times more active with email on their mobile device than Android users. The iPhone is still the most popular Apple device for managing email, but the iPad is quickly gaining ground. Tablet devices will increasingly need to be considered in the overal email marketing mix as they gain more market penetration.
  • http://mturl.bz/mOVsk8
  • http://mturl.bz/mOVsk8

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

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  • 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
  • Let’s Connect: Mass Transmit Broadcast Blog Read or Subscribe
  • Adam Q. Holden-Bache 704-706-2670 x200 [email_address] @adamholdenbache Marla Chuapack 646.797.4349 x102 [email_address] @orchata8