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Annuity Marketing: Direct Mail Creation

Published on March 9, 2009 in annuity marketing by Bob Richards

Direct mail is a great way to get your message in front of targeted annuity prospects.  It gives you the chance to be creative with your message, is relatively inexpensive to implement and will help you separate the wheat from the chaff when it comes to identifying potential annuity clients.  In fact, many annuity agents say direct mail is their best source for qualified annuity leads.  But of course, you still need to spend your time talking to prospects, setting appointments, and closing the sale – you don’t have time to create and run a direct mail campaign!  Instead of trying to do everything at once, consider outsourcing the production of your direct mail pieces.

The following are some tips for outsourcing your annuity marketing direct mail campaign.

• Determine your approach.

You can find companies that handle the campaign from beginning to end.  This includes the creation of the pieces, strategy and the mailing.  However, some of these companies can be expensive and may be out of your budget.  If you feel the expense is worth it, ask your fellow agents for referrals to companies they’ve worked with.  Check the company’s other references, not just by what they say but by calling each contact and talking to them yourself.

• You can outsource each step of the direct mail campaign.

If a full-scale media production house is out of your budget, you can outsource the separate steps in the process to save money.  Typically, you need to find a professional who can do great graphics, and one who can write good copy.  Some professionals will offer to do both, but it’s often better to find one person for each element of the piece.  Be sure to outsource the copy first so that you can forward the finished text to your graphic designer.

But where do you find these professionals?  You can check you local yellow pages for advertising agencies, or you can look online using services like www.guru.com or www.elance.com.  These websites feature freelance professionals who will bid on your job, often charging less than the professionals you can find offline.  And with the power of the Internet, you may be in Texas and work with someone in California!

• Once your direct mail piece is completed, you can either mail it yourself or outsource this step as well.

If you already have a list of annuity leads, you can save yourself money by mailing the direct mail piece yourself.  First, you’ll need to have it printed, and there are a number of different discount printers online who can do this for a few hundred dollars or less.  Once you’ve received your printed pieces, you can sit down and spend an afternoon labeling, stamping and mailing out your direct mail campaign.

If you don’t yet have an annuity lead list, you can contract with a company that will not only mail the piece for you, but will send it to a list of qualified leads.  You can get a list and the piece mailed for one price!  This is a great way to get leads and send out your direct mail piece quickly and efficiently.

In addition, there are two things you should remember when outsourcing any component of your annuity marketing direct mail campaign.

1. Make sure you have everything in writing.  Most freelancers sign contracts that state they are independent contractors. These contracts protect you and them, by laying out every detail of the project timeline and deliverables so that there’s no misunderstanding during the process.  You can find one online, but if you can’t, ask your attorney to draft one for you.

2. Give the company/freelancers clear instructions.  Nothing is as frustrating as requesting a job and not having it done right.  Be responsive to their questions and communicate as clearly as possible.  If you aren’t as clear as possible with your instructions, it’s likely that the job won’t be done right!

83 thoughts on “Annuity Marketing: Direct Mail Creation

  1. [email protected] dog bite attorney says:

    The response rate for mailings is tiny. That is why junk email become so prominent. Careful targeting increases results significantly.

  2. I agree with you that direct mail is a great way to get your message in front of targeted prospects of most kinds. It also gives you the chance to be relevant as well as creative with your message. Depending on the type of marketing it is also relatively inexpensive. I also confirm the statement from Kathy that careful targeting is the way to get the maximum results. Using a form as a way to advertise local coupons is also a great eye grabber and gives you a way to get back to those prospects. Direct mail marketing is just but one of the ways and should definitely be considered in a marketing plan.

    Regards
    Henal

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  4. Avatar says:

    If the database is large, there is a growing chance that you will be able to address spam, gmail mail type, to quickly catches and can block the sender and does not receive a large part of the consignment. It is better to actually focus on a narrow, well-selected group of recipients.

  5. Lee, JJMBuzz says:

    Your final tips in this post are very important. Getting freelancers to handle the steps of your direct email campaign can be a hit-and-miss proposition.

    If you use Elance or a similar site, it's also important to review the provider's past work, and interview him or here before committing to a project. It's much better to get the questions and clarifications out of the way before you begin. If a freelancer isn't willing to take these preliminary steps, keep looking.

  6. I agree with you that direct mail is a great way to get your message in front of targeted prospects of most kinds.

  7. gilbert says:

    In this economy it is essential that we, as consumers and as marketers take the time to determine what “best” means for each individual and each specific situation and i agree with you that direct mail is a great way to get your message in front of targeted prospects.

  8. Auctions says:

    Nice post! According to the type of marketing, it is less expensive when considered with others. To get the maximum results, it should be carefully targetted. It is just one of the ways but definitely it should be considered. Your final two tips in this article are very useful....

  9. Fantastic tips, I haven't given direct mail a thought in years, but with the right market, it looks like it can be quite effective

  10. anaheim taco party says:

    I agree with Kathy. If you can reach the exact people who want your product or service, it pays much higher dividends than blanket marketing.

  11. Postcard Marketing says:

    Before i do any full blown mailing i always test out a few campaigns first. I may start with 100, depending on my budget i can do more. I then measure the conversion before deciding how many mailings i should do. If i am looking for 20 sales conversion, base on the results i get from the test mailing, lets say i got 5% conversion from my test. I would then mail 400 to get the desired target of 20 sales.

  12. Postcard Marketing says:

    One of the major mistakes small business owners do make is failing to outsource difficult task. They either feel no one can do it better or they think it's saving money. This in my opinion is the primary reason why so many business stay small and fail to expand.

  13. doradca marketingowy says:

    Like Postcard Marketing Says test. I`m doing AB split test. Prepare at least 2 piece of copy. Different headline or different offer, maybe price, guaranty. Set up different phone number or email. Launch campain, wait for numbers. You have a winner. Make another copy, let them compete. Always looking for greatness, there is no rest in this business. Top direct marketing companies doing this all the time.

  14. Neil Cashman says:

    Hi, one of the things I hear is that a successful campaign would have about a 1% conversion rate. Would you agree that that? I see a comment saying 5%, but isn't that high?

  15. fly fishing knots,fishing says:

    Good point !! i think Fixed is by definition safer, since your guaranteed payment is higher than with a variable annuity. Thank you.

  16. Online Marketing Agency says:

    I guess i'm just following the crowd when i say that a direct mail campaign should be entered into with low expectations. If you have a 5% (or better) response rate, then great! I tend to go with the idea that my response rate will be 1%, so that means i have to balance out the amount I'll spend for what I will get in return.

  17. There are many companies online that will handle a direct mailing from start to finish and competition in this field grows rapidly as their are very few barriers to entry. My glass fabrications company has had solid success with direct mail marketing, it pays for itself several times over per mailing.

  18. Direct mail has always worked for me.

  19. Free Wordpress Hosting says:

    Excellent post. I agree , if direct mail is a great way to get your message in front of targeted annuity prospects.

  20. Guest says:

    tips for outsourcing annuity marketing through direct mail campaign is really good and useful and understandable

  21. link wheel says:

    The Annuity Marketing Services Website provides a virtual library of indexed annuities, updated daily, with sales tools that have been designed specifically
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  22. The Annuity Lead by Javelin Marketing « Javelin Marketing Wordpress Blog says:

    [...] to source: The Annuity Lead by Javelin Marketing Explore posts in the same categories: [...]

  23. propane burner says:

    Marketing for annuity leads can be very tricky. Better not to copy others, do it yourself. I don't mean anyone. It's for all.

  24. propane hose adaptor says:

    Selling annuities is the easiest sale in the insurance industry. It helps more in insurance industry.

  25. antique chests says:

    What does the term structured settlements mean? I got really stuck with this term

  26. webhotel says:

    Direct mail creation is a very good method to have your things planned in advance and you will have an ease in managing the risk that may come in your financial problem so one must opt for it.

  27. What does the term structured settlements mean? I got really stuck with this term

  28. [email protected] Offices Royersford PA says:

    I do agree with this piece on direct mail, but I have to pose a question; is this the only approach there is... I believe in search engine optimization of your website to get new customers... A prospect is looking for an annuity to purchase and they start a search for a local annuity financial advisor.... If you invest a little in getting your website found, the customer is looking for you at the exact moment they are ready to buy!! What could be better.

    Now, don't get me wrong, the direct mail approach has been working for years and I still use direct mailings. I just believe in a well rounded marketing approach to hit all of the avenues.

  29. I always assumed direct mail campaigns were very expensive. Perhaps with the competition of online lead generation, direct mail is now more reasonable. If you can get good annuity leads via direct mail, I'm sure you could use it in other areas as will.

  30. Selling insurance is not easy as we all know there are more competition in the market between pvt companies......but selling annuities is simple compared to other insurance..

  31. iPad Accessories says:

    Selling annuities via direct mailing is a viable option that should be combined with other options such as social media marketing.

  32. Conferencing Services says:

    An annuity that delays income payments until the holder chooses to receive them. For me it depends on you, if you sell or not your insurance.

  33. Frases de Bêbados says:

    ...if direct mail is a great way to get your message in front of targeted annuity prospects.

  34. Raju says:

    Excellent post…………….. Now I agree with you that direct mail is a great way to get your message in front of targeted prospects of most kinds.

  35. 4x6 envelopes says:

    Direct mail is still extremely effective as a marketing medium. People do bin a lot of it, but you get a percursory 2 second glance from the eyeball before they trash.

    You just got to get creative with it and stick out from the crowd.

    Firt start by looking at your own doostep, what comes through it and which ones you look at, are tempted to open, and then the ones you actually open.

  36. Gino @ Detox says:

    Direct mail is the one of the best way to acquire leads, Now a days spam filters are more efficient so we should make sure that the mails are reaching the customer inbox not in the spam folder and it should look like natural mail not a promotional mail.

  37. Jack Lalanne Power Juicer says:

    Great article, I agree with your statement that direct mail stil is one of the best ways to get leads. I doesn't fit al markets and niche's unfortuantely...
    thanks anyway 🙂

  38. Edith says:

    I totally agree that direct mail is a great way in order to get your message in front of targeted prospects of most kinds. Furthermore direct mail is absolutely great when it comes to acquiring leads.

    I do also work with direct mail and it's always very effective.

  39. [email protected] and Van says:

    Direct Mails are very important, but you need to do the Opt-in first, otherwise you will be offering banana to dogs and sausages to monkeys, and as a result nobody will accept your message and at the end they will be angry at you.

    Opt-in was the key to obama online strategy.. if you select people really interested in receiving your mail, they will accept that message easier, they will read carefully and pay attention and at the end your sucess rate will increase, and you wont be speding time sending mails to thousands peopple and only geting the feedback from a few 10.

  40. louboutin wedge chain replica discount says:

    Annuity Marketing Services site offers a virtual library index annuities, daily updates, sales tools have been designed
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  41. Direct mail STILL is a great way to get your message across. However, with this new age of Web 2.0, don't you think snail mail like direct mail is quickly becoming a thing of the past? I hardly read newspapers anymore, I just browse to some local newssites for quicker update.

  42. jaxonm7 says:

    The annuities are desired by many investors for many reasons. The annuities are retirement plan which is very flexible and if the investor wants to change the interest rate he can change, this retirement plan will provide guaranteed returns.

  43. [email protected] cards says:

    Yes, I do agree that direct mail is a great way to get your message in front of targeted qualified annuity prospects. the disadvantage is that nowadays, people are more wary on spam mails but it's worth a try. It's a classic.

  44. Hyacinth Myrrh says:

    According to the type of marketing, it is less expensive when considered with others. To get the maximum results, it should be carefully targetted.

  45. My glass fabrications company has had solid success with direct mail marketing, it pays for itself several times over per mailing.

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  46. Blackthorn walking sticks says:

    Direct mail is very effective for getting your message out and is a great way to acquire leads. Some people believe that it is a thing of the past but i still believe it still has its presence online and is still effective.

  47. I have tried to email marketing and it was not successful. I will try to use your tips and put it to test. I will be promoting our SEO agency services, and we will see how it will go.

  48. SEO Manchester says:

    Direct mail often getas ignored when there are sometimes upto 7 different flyers in one go. Most people put them all in the bin. FAX advertising is one the most read forms of advertising.

  49. Whitney Segura says:

    Terrific post, I learned a lot that I did not expect to find. I see how many people do not like email marketing and find it hard. I used to think so, until I started using AWeber and a few other email marketing tools. Anyways, good stuff.

  50. Mercedes C Class says:

    Yes, Direct Mail this future this segment.

  51. Metal Treasure Detector says:

    You are spot on! Direct mail is overlooked by to many companies now a days. There is so much of a focus on all things internet that some companies have abandoned the tried and true basics such as direct mail!

  52. It's important to take the work of creating a direct mail campaign that generates a great response from the very best leads

    Javier Barrios (a.k.a. javibarrios.com)

  53. antivirus 2011 says:

    Actually, annuity direct mail may seem expensive up front but it’s relatively high return on investment means that the cost is actually low compared to other forms of advertising, like TV or radio ads.

  54. I've done tens of thousands of direct mail pieces for every insurance product imaginable. I find a couple of faults with your post...

    1) You say that direct mail is inexpensive, but you are assuming that your first piece is successful. Very rarely does the first piece you send ever pull an positive ROI.

    Most people lose heart after that first mailing and stop, which is why direct mail has gotten such a bad reputation as "not working".

    2) Another cost concern is centered around the outsourcing. If you want to have a guaranteed positive ROI from your first mailing you will need to hire a real pro copywriter - NOT someone on guru.com or elance.com.

    This alone with cost 5 figures and some charge royalties on sales...

    3) You talk about sending a one off piece, but it has been proven time and time again that a sequence of mailers produces the best result.

    With changes in postal rates, direct mail is far too spendy for the average annuity salesperson. Not to mention that more and more people are using the internet everyday.

    You can get in on the ground level of internet marketing for generating annuity and life insurance leads right now.

  55. El Paso TX Insurance says:

    Thanks for the share, I have been interested in getting into the direct mail space. This definetly helped thanks again.

  56. Thanks for sharing such an informative post.
    I agree to the author that the best way to sell an insurance lead is the direct mail services.There are many professional companies who are working to give the details of mailing address.So wish you Best Of Luck

  57. Staubsauger Testsieger says:

    I think u can be happy with a 1% response rate. Everything above it is just great. Anyway direct marketing is one of the most used and most succesful marketing instruments.

  58. SQL Stripes.m6.net says:

    Thanks for the tips on outsourcing annuity marketing through direct mail campaign. It is really very useful one. SQL Stripes.m6.net

  59. الصفحة العربية says:

    Thanks for sharing such an informative post.
    I agree to the author that the best way to sell an insurance lead is the direct mail services.There are many professional companies who are working to give the details of mailing address.So wish you Best Of Luck

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  60. Bob Applewhite says:

    I would just caution folks to understand that direct mail is a powerful medium, but one that is rarely effective more than 1% of the time... and only a percentage of that 1% are real buyers. So, calculate your commissions based on an "average annuity sale" then back out your hard costs, keeping in mind that you may have to "rinse and repeat" in order for the best results. Good luck!

  61. Jonathan says:

    Direct mail is always a great way to target your customer base, however it needs to be carefully targeted. I always try to design specific direct mail compaigns based around the various needs of the people who sign up to receive my newsletters. This means that rather than sending out a general newsletter i'll send out a number of newsletters with specific themes that i know will appeal to that set of customers. I find that my success rate as a result is much higher

  62. Direct mail is certainly a great way to get someone's attention, but make sure you don't overdo it. Overkill might lead to complaints of certain customers. Always remember that!

  63. Direct mail is a very good method for taking your product directly to the door-step of potential customers. But at the same time this is very difficult as sending a ail is easy but making readers to view them is difficult. Here many fails. But your post in answer to all of them. This is really a nice information.

  64. Xtreme Trampolines says:

    Direct marketing is very helpful in reaching a specific target audience, but there are lots of other ways to go about it as well.

  65. Bill Wynne says:

    Great tips on creating direct mail pieces.

  66. Amanya says:

    I agree with your statement that direct mail stil is one of the best ways to get leads. I doesn’t fit al markets and niche’s unfortuantely

  67. andrelle says:

    direct mail is indeed a good route to take. these are useful tips

  68. Trailers and Reviews says:

    direct mail is still the best direct source of contact for leads, so I'd absolutely agree with you in this aspect.

  69. online fashion store says:

    Very useful information about direct mail, thanks for sharing this post!

  70. M6.Net Coupon codes says:

    An annuity that delays income payments until the holder chooses to receive them. Is in it?

  71. don says:

    I really agree to this statement that direct mail stil is one of the best ways to get leads.
    don

  72. Media Marketplace says:

    In my opinion direct mail is a great way to target the clients or customers.This is cheap and successful way to create a attention.

  73. nice post on direct mail, however, i wud like to add these:

    as u said, buying mailing list, i dont think so buying list a proper way to start direct mail campaign, it results in waste of time & money, not effective as compared to build up your own list & there are many fraud companies selling junk mailing lists

  74. also, another good & free resource is to use mailchimp to start with & then upgrade there or use something like aweber, lots of useful features they offer that can really help you for effective direct mail campaigns

  75. axel says:

    Hi, one of the things I hear is that a successful campaign would have about a 1% conversion rate. Would you agree that that? I see a comment saying 5%, but isn’t that high?

  76. Dacey says:

    Nice Post!Direct mail is the good way to market your business through mailing service without any effort.It is a inexpensive service that require only focus area in which you want to promote your business.

  77. James bell says:

    Nice post! According to the type of marketing, Direct marketing is very helpful in reaching a specific target audience, but there are lots of other ways to go about it as well.

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