Monthly newsletters, especially via email are nothing new and they often get deleted before you even read them. How many times a week do you look at your email and see newsletters from companies you’re familiar with and those you are not familiar with and decide to just delete the message? So, if that’s the case then why should health insurance agents spend their time to generate and send out monthly newsletters? Think about the question again,
how many times a week do you go in and delete those messages in your email? You have become used to the companies that send you this type of content and even though you are not reading it, you still remember their name.
This strategy is how email marketing really works. It’s never been about sending out one single email and expecting sales from it. This type of marketing focuses on building retention with the consumer in a very cost-effective way. Come open enrollment, when those recipients of your monthly newsletters need to sign up for health insurance or even Medicare supplements, do you think they are going to call someone they’ve never spoken with or heard of or do you think they will call the person who sends them a message each month an actually just sent them a new one yesterday about ways to save when they enroll for their new coverage.
Imagine how great that would be to suddenly have 20-50 people call or email you from a newsletter that you send in November because you’ve been doing it all year and never heard a single response back? Now think about how great it would be to not only get those responses but know that your competitors are paying hundreds or thousands of dollars just to get the same kind of traffic because they’ve waited until the last minute.
If you want to be smart and aggressive with your marketing efforts, you need to work on building an email marketing database that you can frequently send newsletters out to each month. Creating content is easy because you are just giving free advice but right now the goal for you is to make sure that you are getting out there and building relationships with as many people as possible, even if they do not respond right now to your newsletters. Keep working at it an you will see benefits during the busiest and most competitive times of the year for health insurance agents and have an advantage over them because of the extra work you did.