Here's How "Life Supports" Works
— It takes committment. It takes energetic follow-up.
The campaign consists of several action
steps but requires
your committment and some advance preparation work . . .
The campaign consists of 7 personalized emails to your existing Personal Lines Insurance customers. The emails will be customized with your agency's logo and colors to reinforce the theme.
Today's consumers are research shoppers. So throughout the campaign clients are encouraged to visit your "Smarter Buyer" website (which will be branded for your agency) to do their own research to determine if they do need Life Insurance, if so how much, what it will cost and how to get it.
If you decide to implement the "Life Supports" campaign we will personalize the emails, set up your "Smarter Buyer" site, execute the campaign and feed you any leads that may develop.
Here's where you get busy. You have to follow up and reconnect. Remember these are already your customers. Rounding their accounts with Life Insurance will help you keep them for the long haul.
Reality Check: To expect immediate results from any marketing campaign will set you up for disappointment. Research shows that an average of 6 to 7 touches are required before people are moved to action. Don't be discouraged. The beauty of automation is repetition, and repitition is the key to conversion.
In addition, and very importantly, you will be communicating consistently with your existing clients in the process —something you probably haven't been doing— and the fact that you are doing that will, in itself, foster greater retention. What's to lose? Well, you know what's to lose.
To prepare to launch the "Life Supports" email campaign:
Here are 3 simple steps to get the ball rolling.
- If you haven' already, start collecting email addresses for your Personal Lines Clients.
- Let's start at your pain-point. We recommend that you run a report to isolate your mono-line clients. Most of these will be auto-only clients. They are prime targets for account-rounding since they have the lowest retention rate and may be natural candidates for a Renters Policy and/or Life Insurance.
- Convert your Excel report to a CSV file so we can upload them into your campaign.
That's it for starters. We'll launch the campaign, monitor results and and feed you any leads which may develop.