Connecting with your current customers is good for business. Whether it’s turning them into a long-term customer, or upselling and cross-selling, the benefits are undeniable. You don’t have to spend as much time proving your expertise as an insurance agent, you avoid new lead-acquisition costs, and multiple studies have shown that the probability of making a sale to an existing customer is between 60-70%.
This is where relationship marketing comes in—marketing specifically designed for customers with whom you already have a relationship.
You might be surprised by how open your customers are to hearing from you. According to a survey of more than 2,000 adults done by Marketing Sherpa, 91% of respondents said they’d like to be contacted with promotional emails from companies that they do business with.
That said, you also want to be respectful of those who don’t want frequent emails. The marketing gurus at HubSpot found that 78% of consumers have unsubscribed from emails because a company was sending too many.
So what’s the right amount? 86% of the Marketing Sherpa study respondents chose once a month as the best frequency. At that rate, you’ve got 12 opportunities a year to do marketing that will strengthen your client relationships.
To maintain your clients’ interest, it’s a good idea to switch up both your marketing tactics and message, using a variety of tools and angles to make connections. Here are a couples ideas for email marketing campaigns that can kick your relationship marketing into high gear.
Segmented & Targeted Email Campaigns
A segmented email is one that goes to only a specific portion of your customer base. For example, you may choose to send a targeted pitch about life insurance. For this one, you might segment it to clients who don’t currently have life insurance (as far as you know), are aged 25-45 (most likely to have children living at home), and do have homeowners insurance (which may demonstrate a certain level of stability depending on where you live). Once you’ve narrowed a group like this, your tone and message can (and should) be more specific than they would be for a more general audience.
Informational Email Campaigns
This type of email shares new or updated information that will be useful for the recipient. Maybe it’s about a new line coverage that is now available, like drone insurance. Or it could be a list of winterizing tips for your customers with homeowners insurance. The goal is to be helpful and demonstrate your thoughtfulness as an agent. Depending on your message, this type of email could go to all of your customers or to a segmented group.
A good time to reach out to your customers is whenever there’s a new way for them to save money on their insurance premium. For example, how many of your customers know that they may be eligible to save money on their auto insurance if they agree to have their driving tracked for a period of time? If you can get them to call you about that, it’s also a good time to bring up other lines of insurance that they may not have considered before. This type of notification builds goodwill, but also presents you with opportunities for cross-selling and upselling.
Good Works & Volunteer Opportunities
If you’re involved in your community in some way, highlight that! Invite your customers to join you, whether it’s for a day of volunteerism at Habitat for Humanity, or raising funds for your local public school or food bank. This gives you a chance to connect with your clients while working to make your community a better place for everyone.
Email is just one of the ways you can reach out to your current customers. Whether you stick with that or broaden your efforts to include direct mail, advertising, etc., your insurance clients are more likely to become repeat or long-time customers if you use relationship marketing on a regular basis.
Need more ideas? Your Hometown Quotes Regional Director is a great resource to help you develop targeted messages for your clients. Give us a call at 800-820-2981.