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.
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:
- With the right follow-up, direct mail response rate is over 5% compared to other mediums (email .6%, paid search .6%, online display ads .2%, social medial .4%).
- This response rate for direct mail is the highest since 2013 – customers are looking at direct mail more now than the last decade
- For every $167 spent on direct mail in the United States, marketers sell $2,095 in product
- Prospects read postcards in greater numbers with a 3.9% increase year-over-year according to the USPS
- And believe it or not, millennials like direct mail too. According to Gallup, 36% of people under 30 look forward to checking their mailboxes every day
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.
Source for this blog: