For anyone who says direct mail is a thing of the past, let the team here at Broker Pop be the first to tell you: they’re wrong! In fact, the deeper we get into a digital world the more we’re blanketed with information that just might prevent your message as an insurance broker trying to make an impression with a business owner.

According to Gartner (a research and advisory firm), while many marketing professionals spend the majority of their money on digital advertising, your customers prefer to learn about your company from:

  1. Your website
  2. Direct mail
  3. Email

Think about it. How many emails do you get a day? Do you read all of them? We didn’t think so. And that’s okay.
The fact is, we are inundated with marketing and branding impressions hitting us from all angles. And while digital marketing, like email, social media and SEM (Search Engine Marketing) is an important part of an effective marketing mix, so is direct mail.

Direct mail has been a core component of every advertiser and marketer’s strategy for decades. From the famous Sears catalogue in the early 1940s to small businesses advertising to customers in their community, direct mail is a great way to target customers based on a variety of characteristics or segments (location, age, occupation, age, etc.).

But, while direct mail is a great way to get your solution in front of customers, did you know, direct mail still gets the best response? Take a look.

Direct mail still gets the best response:

  1. B2B direct mail produces a response rate of 4.4%, which is 47x better than email
  2. 40% of the US population looks forward to checking their mail
  3. 95% of millennials LOVE receiving direct mail
  4. 9% of mail recipients find postcards useful

Customers, small business owners looking for assistance with health insurance and employee benefits are looking for a solution. They’re looking for someone to address their anxiety and help solve a problem. With direct mail you have an opportunity to strike a chord with customers, whether you’re addressing their budget concerns, confusion around the Affordable Care Act, or simply presenting how you can make employee benefits easy.

If your marketing approach does not currently include direct mail, consider building a campaign that highlights your value proposition and how you help potential small business customers looking for insurance.

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