insurance professionals: use email marketing to do more with less

Adam Q. Holden-Bache CEO, Mass Transmit

aholden-bache@masstransmit.com | @adamholdenbache

Marla Chupack VP, Director of Client Relations, Mass

Transmit

marla.chupack@masstransmit.com | @orchata8

We provide the services, tools, and

expertise that enterprises need to create

and manage digital communications across

email, social, and mobile marketing

channels.

We’re headquartered in New York City with offices in Charlotte NC and Seattle WA.

Our 22-person team is comprised of strategists, creatives and techies; all of whom are thought-leaders in their respective specialties.

We’ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…

Company

SEMTwitter hashtag: #mtwebinar

Six Marketing Challenges & Solutions

1. Create more meaningful communications

2. Generate more leads for your sales team

3. Maximize the use of email marketing content

4. Get management to increase your budget

5. Get agents to create brand compliant emails

6. Prepare your campaigns for mobile devices

SEMCreate More Meaningful Email Communications

Email: Making it Meaningful

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

Example: Futurity First• Relevant• Personalized• Sharable• Interesting (video)• Measurable

SEMGenerate More Leads For Your Sales Team

Lead Generation Opportunities

Collect The Right Data

Webinar Poll: Segmentation

Do you currently use data segmentation to improve your email campaign performance?

Email Segmentation: Results

Example: Generate More Leads

Seize lead-generation opportunities like events and downloads to build pre-segmented and pre-qualified lists.

#mtwebinar

Tweet-worthy Takeaway:

SEMMaximize The Use Of Email Marketing Content

Email Content: Maximize It’s Value

Have a Plan• Create content that addresses your target audience’s needs• Make it sharable

Distribute Across Multiple Channels• Publish it on your site, blog, social channels, etc.

Archive It• Allow it to be found after it’s been published

Social Sharing

• Include ability to share on social networks

• LinkedIn very popular for professionals

• Use a shortened URL to track clicks from social shares

Email Archive

• Provides long-term access to email content

• Can be searchable or indexed

• Content available for search engine indexing

Webinar Poll: Sharing and ArchivingWhat tactics do you use to cross-promote your email marketing content?

Share and archive your email messages to maximize the value of your email marketing content.

#mtwebinar

Tweet-worthy Takeaway:

SEMGet Management To Increase Your Budget

How To: Get through to ManagementEducate that email is a primary channel to:

• Drive revenue• Achieve customer loyalty and retention• Drive growth in social media channels

Strategy: Tie into company core objectives and ROI• Sales• Branding• Corporate Giving

Socialize: Discuss with• Stakeholders• Influencers

Email: Leading Marketing Channel

Knowledge, socialization and tie-in to corporate objectives are the key elements to obtaining a larger email budget.

#mtwebinar

Tweet-worthy Takeaway:

SEMGet Agents To Create Brand Compliant Emails

Create Brand Compliant Messages

Approved Emailer is a web-based application that allows

corporate marketers to create approved communications

that can be emailed to consumers by their marketing agents.

Approved Emailer

How agents can benefit from using Approved Emailer:• By quickly and easily creating a professional looking email message • By being able to customize the email with personalized content (text and

images)• By scheduling deliveries and tracking results (opens, clicks, etc.)

How corporate insurance marketers can benefit from using Approved Emailer:• By providing a fast and easy way for their agents to send emails• By tracking which emails are sent and their frequency• By viewing the marketing activity of their agents and email recipients

Approved Emailer

SEMPrepare Your Campaigns For Mobile Devices

Mobile Audience: Smartphone

• 234 million mobile users in the US• 90.1 million smartphone users • 38% of all mobile users use smartphones• 28.8% of US population• Smartphones will outsell PC’s by 2012

Smartphones: Platform Market Share

Source: Nielsen, September, 2011

Webinar Poll: Mobile Platform

What mobile platform to you use to read or send email?

82% of smartphone users check and send email

with their device.

Source: Google “The Mobile Movement: Understanding Smartphone Users” April, 2011

20% of all emails are opened

on a mobile device.Trends show mobile email opens

increasing 51% every 3 months.

Source: Knotice “Mobile Email Opens Report”, November2011

Source: Campaign Monitor, June 2011

Most Popular Email Clients

90% of smartphone owners access the same email account on mobile and

desktop.

Source: Exact Target Channel Preference Survey

20% of all email opens are on a mobile device. Prepare your emails for mobile display.

#mtwebinar

Tweet-worthy Takeaway:

1. A solid email strategy that delivers meaningful communications and integrates with other channels will extend your message reach and impact.

2. Collect data everywhere. Seize lead-generation opportunities like events and downloads to build pre-segmented and pre-qualified lists.

3. Add social sharing and archive your emails to maximize the value of your email content.

4. Obtain a larger email budget by proving ROI and retention to corporate management.

5. Use pre-approved email communications to maintain compliant messaging by agents.

6. Prepare your messages for mobile viewing to maximize the value of your email communications.

Takeaways:

SEMQ&AAsk questions in chat window or

via Twitter using #mtwebinar

For Webinar Attendees Only:

Free Insurance Email Consultation

• See how your email renders across devices, full report

• Get specific suggestions for improvements

• Immediate feedback on messaging strategy

Email us webinar@masstransmit.com (please include a copy or link to your email and best time to contact

you for a consultation)

Slideshare:Presentation can be viewed at

http://slideshare.net/masstransmit

Let’s Connect:Mass Transmit Broadcast Blog

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Adam Q. Holden-Bache704-706-2670 x200adam@masstransmit.com@adamholdenbache

Marla Chuapack646.797.4349 x102

marla@masstransmit.com@orchata8