Quick Audience Poll

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(No Transcript)
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Quick Audience Poll

• Where does email marketing rank for you now?
• How comfortable are you in the email realm?
• What are the most important things you wanted to
  get out of todays session?
• Ideas for getting started
• Ideas for building a file
• Ideas for integrating email with other DM
• Ideas for improving response
• Everything!

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Todays Discussion

• Email Marketing and the Insurance Buyer
• Email Across the Customer Life Cycle
• 4 Crazy Ideas to Steal
• 3 Essentials for Every Email Marketer
• Your Questions

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Whos Buying Insurance Online?

• Internet influences 35 of all Insurance
  purchases (B2C) and 87 of corporate decision
  making
• 70 mm auto insurance quotes submitted online (up
  15)
• 65 consider purchasing their policy online
• Overall, the best insurance site is 2x better
  than the worst
• 79 of online quote processes have at least one
  usability problem
• More than half say guaranteed site security would
  increase the likelihood that theyd purchase
  online

Source IDG Corp 2005, ComSCORE 2007, Change
Sciences Research 2007, BizReport.com 2007
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Whos Buying Insurance Online?
Younger High Growth
Steady
Source Forrester Research 2007
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Moving from Fear to Friend

• Goal is to build a long term relationship with
  your best customers
• Current advertising messages are playful
  marketing suggest a focus on living
  better/healthier
• Giving power and control back to consumers

Source Insurance Marketing Communication
Association, Trends, Imcanet.com, 2007
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First, Erase Any Old Notions of Email
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What is Email Good For?

• Building Relationships

Driving Behavior (including online research,
quote applications, comparison shopping
purchase )
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Why Email is Right for Insurance DM Now

• Email is the number one activity for online
  consumers
• Everyone is online from teens to seniors
• Email remains a core online activity for
  information even as younger consumers move to
  IM/texting for P2P communication especially for
  business
• Security and privacy are trusted (when earned)
• Its imperative that insurance marketers create
  memorable customer experiences online and
  offline
• Email is all about creating experiences and
  dialog
• Email makes your website interactive
• Email is easy for agents corporate benefits
  admins to use for outbound information
• Email may be the only avenue for reaching end
  users
• Email can enhance automate some of the
  hand-holding so vital to advisor/agent-based
  businesses

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Optimizing Email Marketing

• Policies can be sold via email
• Agents are eager for email support
• Consumers love email
• Email is cost efficient DM
• Relationships improve retention
• Builds the brand

• Irrelevancy dampens the brand
• Sketchy partners
• FTC and privacy policy compliance
• Saturation depresses deliverability
• Offer must break through

Reward
Risk
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Your Questions?

• ??

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Todays Discussion

• Email Marketing and the Insurance Buyer
• Email Across the Customer Life Cycle
• 4 Crazy Ideas to Steal
• 3 Essentials for Every Email Marketer
• Your Questions

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From Monologue to Dialogue
Increasing Returns
Decreasing Returns
Advanced Tracking Segmentation
Surveys Integrated Data
Bulk Promotional
PersonalizedTransactional
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Email Through the Lifecycle
Welcome Message
E-Newsletter
Prospecting
Timed Triggered Messages
Renewal
Early Engagement
Conversion from Trial
Re-activation
Acquisition
Conversion
Up Sell Retention
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Email in Prospecting
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Get Music for a Health Insurance Quote?
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Landing Page
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Email as Conversion Tool
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Email as Agent Outreach
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A Holistic View The Email Marketing LifeCycle
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1. Build Awareness / Generate Quality Leads
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Targeting Lead with Messages That Appeal
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Interactive Elements Build a Prospect File
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2. Use a Multi-Channel Approach
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3. Confirmation of Online Quote Request
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4. Collect Email Address to Convert More
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5. Re-market / Renew through Email
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6. Keep in Touch Via Email
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Your Questions?

• ??

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Todays Discussion

• Email Marketing and the Insurance Buyer
• Email Across the Customer Life Cycle
• 4 Crazy Ideas to Steal
• 3 Essentials for Every Email Marketer
• Your Questions

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4 Ideas to Steal

• Arm your agents with a great email series (or
  two)

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Email as Agent Outreach
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Ideas for Supporting Agents/The Field

• Web Researchers 3 Great Resources for Insurance
  Seekers
• Prospects/Leads 5 Tips for Selecting The Best
  Insurance Product
• New Customers Our Thanks Welcome Series 10
  Weeks of Great Financial Planning Ideas (with up
  selling messages!)
• Renewals Renewal Reminder 3 Ways to Renew,
  Upgrade Save
• Corporate Accounts Monthly Financial Planning
  Guide Podcast

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Email Permission Can Be Short Term
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4 Ideas to Steal

• Arm your agents with a great email series (or
  two)
• Combine email prospecting with direct mail

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Consistency Helps
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Email Works Both Pre- and Post- Direct Mailing
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4 Ideas to Steal

• Arm your agents with a great email series (or
  two)
• Combine email prospecting with direct mail
• Forget the newsletter, focus on in-market
  opportunities

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Inbox Clutter Rising
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4 Ideas to Steal

• Arm your agents with a great email series (or
  two)
• Combine email prospecting with direct mail
• Forget the newsletter, focus on in market
  opportunities
• Email Complements TV

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Email TV? Really?

• Geico has spent 2B in advertising since 2001
  and now earns a 91 brand awareness rating (JD
  Power Associates)
• Tap the multiplier effect for all advertising
  including email acquisition and retention
  marketing
• Email is great for story telling turn your TV
  ad story into an email retention or new client
  series
• Video emails are becoming more welcome and
  technically feasible

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Your Questions?

• ??

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Todays Discussion

• Email Marketing and the Insurance Buyer
• Email Across the Customer Life Cycle
• 4 Crazy Ideas to Steal
• 3 Essentials for Every Email Marketer
• Your Questions

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3 Essentials for Every Email Marketer

• Email Is About Relationships and Dialog
• Know Manage Your Sender Reputation
• Be Cautious with Affiliates

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Email Isnt Really Two-Way
Unique Conversation With Each One?
An Engaged Monologue
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What is Reputation?
Spam Traps
Complaints
High Unknown Users
Sending Consistency
Sending Infrastructure
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Who Are These Affiliates?
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Your Questions?

• ??

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Resources More Info

• Sign Me Up A Marketers Guide to Creating Email
  Newsletters That Build Relationships Boost
  Sales
• Email me for a copy of the book
• Email Marketing Checklists Whitepapers at
  www.returnpath.net
• Email me stephanie.miller_at_returnpath.net
• Thank you so much for your time and attention!