It's no secret that newsletters, whether emailed or printed, are a good marketing tactic to have. As an independent agent, newsletters allow you to stay in contact with your clients. But which is better? Should you spend your marketing dollars on an email or a print newsletter? The answer might surprise you.
Using both print and email newsletters together is actually the best insurance agency marketing decision. Here's why.
91% of consumers use email at least once a day, and 90% prefer email notifications. This makes email newsletters a huge opportunity to communicate with your clients. They can easily link to your website and bring in more traffic. Plus, the low cost of emailed content means a higher return for you.
Also, email newsletters offer the kind of tracking you can't get with printed newsletters. You can use this tracking to improve your newsletter, get better engagement or segment your contacts. This way each group gets the content that best applies to them. This makes the newsletters more valuable to your audience. The more helpful you are, the more likely your clients will forward your newsletters or pass along your name.
On the other hand, studies also show that receivers of printed newsletters are 28% more likely to buy a product when directed to a company's website. Despite the popularity of email marketing, direct mail still has greater opening rates than email marketing. Think about it. Some people receive hundreds of emails a day. So, it's more likely your newsletter could get buried under daily tasks and other marketing emails.
By using both methods, you take full advantage of both opportunities. But if you're a one-person agency or just starting out, handling two newsletters may seem like more than you can handle. The good news is that you don't have to create a completely new newsletter, and with AgencyBuzz, the process is automated because you can schedule the system to send both versions out at the same time.
Are you currently using both a print and an email newsletter together? Let us know if it has been working for your agency in the comments below.