Direct Mail Reaches Prospects Where They Live and Work
Sending direct mail is a great way to stay in touch with your flood insurance clients and to inform people of seasonal flooding risks, changes to the Flood Insurance Rate Maps (FIRMs), and the need to renew policies. Direct mail is most impactful in conjunction with other marketing tactics. For example, direct mail sent after running a radio or print advertisement can drive people to your Facebook page or directly to your website, which can, in turn, generate new business.
Here are six tips on the effective use of direct mail:
- Stay in touch with your current clients. They already view you as a trusted source, and direct mail pieces can keep flood insurance and your agency top of mind.
- Contact insurance allies and brokers or like-minded businesses such as realtors, lenders, or industry-related publications for lists of prospective clients you can reach by direct mail.
- Make your message concise, compelling, and actionable.
- Customize your flood insurance direct mail piece by using the recipient’s name.
- Recall past local flood events as a reminder of flood risks.
- Provide your email, phone, website, and social media pages.
- Avoid mailings close to major holidays and directly after a flood. Consider mailing 60 to 90 days before hurricane, wildfire, or rainy seasons, or during designated flood preparedness months to capitalize on existing weather-related exposure in the media.
- Keep track of your direct mail outreach, catalogue what pieces you send to whom using unique mailing codes, and note when a person has responded. This will help you analyze which lists generate better responses and will enable you to fine-tune future projects.
- Measure direct mail responses and results compared to other flood insurance marketing efforts.