Step 3: Follow Up on Leads
Once you have established relationships with your prospects, keep them interested by following up with them regularly. Direct marketing is a way to engage and reengage your prospects with clear calls to action designed to get a response. The most effective direct marketing delivers a targeted message with a compelling offer.
The goal is to get recipients to respond and provide contact information; visit your website; request a quote; sign up for a newsletter; become a friend of your agency on Facebook; or simply pick up the phone and call your agency.
Use these direct marketing tools on a regular basis to keep your agency at the top of your prospects’ minds. This way, when they are ready to buy, they’re most likely to turn to you first.
Direct Mail With iMarket
On iMarket, you will find direct mail postcards and mailers ready to go for your next campaign. These feature Auto, Home, and Umbrella offerings, some are customizable, and many leverage our AARP® partnership. Go to iMarket and choose “media type: postcards."
Every Door Direct Mail (EDDM)
Are you looking to reach prospects in specific neighborhoods? EDDM is a special program offered by the United States Postal Service USPS, designed to help you target mail communications.
The advantages are that you do not need to buy a list; and if you mail 5,000 pieces there is no postage permit required. It’s an affordable way to reach a high number of prospects. On iMarket, you will find postcards that meet all of the USPS specifications for this program along with a helpful tip sheet to get you started. Find our tip sheet on iMarket by searching for PLA155.
Visit the U.S. Postal Service to get started.
Use the templates provided on iMarket to send follow-up emails to new customers that help reinforce feelings that they made a good decision. You can also use follow-up emails to ask customers for referrals and to cross-sell other products.
Thoughts on Address and Email Lists
Certain vendors sell highly targeted lists of names and addresses based on a number of key data points. Consider focusing on The Hartford’s target market if you use these lists to establish your own mail campaigns.
You might buy a list to get the process started (see Experian,® InfoUSA®) – but understand that there is a significant difference in quality between varying mailing lists. You may even want to avoid purchasing third party email lists as they have not proven to be effective.