Marketing. Using in your marketing mix - authentically and relevantly connecting with your target audiences

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1 Marketing Using in your marketing mix - authentically and relevantly connecting with your target audiences

2 Using in your marketing mix Educate people Differentiate your business Ask for sale Increase loyalty Highly targeted Behavior can be measured Highly personalized

3 ROI for direct marketing channels (return for every dollar spent)

4 There is a lot more to marketing than clicking the "send" button Passing the spam filters and actually getting the message seen and opened Professional design Content: valuable message or junk? Server-based service provider Database / list management Frequency

5 Become an appreciated sender Compliance with CAN-SPAM act Affirmative consent Simple, free opt Truthful content Real address Physical address Permission Preferences Frequency and relevance

6 Permissions Implied permission Explicit permission Confirmed permission (double optin)

7 Build Your List Newsletter subscriptions Advertisements Webcasts Web presence BUILD YOUR OPT-IN LISTS Signature Social Media -Twitter -Facebook -LinkedIn -Google+ Networking events Landing pages

8 Collect the right data Personalization Local/Regional communications Cross selling Acquisition offers Product interest level Name Location Occupation/industry Source Purchase timeframe/ex date Plan your categories Current client list Prospect list Referral Sources

9 Design Use a variety of formats newsletter Promotional Event invitation Announcement

10

11

12

13 Make your Content Valuable Is the content: Does the content include: Include Links External web links Internal (anchor links) Promotions and offers Information Tips and Advice Entertaining

14 Make it meaningful Targeted: Segment Timely: Triggered Benefit Driven: Advise, Educate Recognizable: Inbox Priority Sharable: Social Channels Succinct: Purpose Driven Measurable: Click Strategy

15 1. Write an effective call to action 2. Combine with links, phone number Visit our website Call to Download our Read the Print this Share this

16

17 E-Newsletter Content One feature article Highlight the pros and cons of one new program Testimonial from a satisfied client Expanded definition of an insurance term or program Insurance industry news Quick intro to one of your staffers Special offer Upcoming events Updated quotes

18 Finding Content Check with your carriers or on the web for possible articles you can reprint (with attribution) Publicly available, royalty-free articles that you can insert into your e-newsletter and your website. Ezinearticles.com Use an all-in solution such as insurancenewsletters.com

19 Setting up the From address Make the from familiar Stay consistent

20 Better Subject Lines And Improved Open Rates Get to the point <35-50 characters Include value words (savings, compare) Introduce yourself [ABC Agency] Your insurance quote Avoid sounding like a spammer. Best to avoid: Overusing punctuation marks!$ ALL CAPS Sensational words ( Free, Limited Time Only, Save Now )

21 Add Social Media and your site Include links to your social sites Include links to promote your content Promote your content on social sites Hyperlink to the rest of the story on your website or blog

22 Mobile devices 82% of smartphone users check and send with their device 20% of all s are opened on a mobile device and that rate is increasing 51% every 3 months Upper left becomes even more important Call to actions take advantage of mobile Phone Physical Address Links to video, social media, check in on location services Links to your website if optimized for mobile

23 Appealing e-newsletter design to both desktop and smartphone

24 service providers with established reputations And many, many, more -marketing-service-review.toptenreviews.com

25 Evaluate your marketing

26 Managing bounced and blocked Hard bounces address does not exist Misspelled Changed Abandoned Soft bounces Full Temporarily undeliverable Blocked

27 Reasons people unsubscribe from permission s

28 Automating marketing Auto responder a single sent in response to a certain event or trigger Sequences Example (newsletter sign up) Time 0: Welcome 3 days after welcome: Follow up with links to resources or information 1 week after follow up: newsletter 2 weeks after newsletter: promotional

29 Questions?

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