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Should You Use Direct Mail for Annuity Marketing?

Published on February 25, 2009 in annuity marketing by Bob Richards

People are so used to junk mail that they’re often disappointed when their mailbox is empty!  As much as they like to complain, everyone wants to have something in their mailbox when they get home at the end of the day.  As an annuity agent, you may have heard that direct mail campaigns are a great way to reach potential clients and good for annuity marketing and annuity sales.  Of course, as with any advertising medium, direct mail has its pros and cons.  However, many annuities agents have found that this annuity lead generating method offers some of the best return on investment for your money.  The following are some of the advantages of annuity direct mail campaigns:

1. You can target your advertising. Annuity agents get their leads from various sources – for example, you can target all new home buyers in your area with a direct mail piece that emphasizes annuities with guaranteed payments as a way to ensure they’ll always be able to make their mortgage payments, even if they’re unable to work. You can also target a certain income, age or area, depending on the type of annuity leads you desire.

2. Annuity direct mail campaigns are easy to measure.  Finding out how many people saw an ad in the newspaper or on television is nearly impossible to measure, but studies show that most people will look at a direct mail piece, even if they later throw it away.  Even this single look-through is enough to fix the image is in their minds.  In addition, you can measure response of the piece by including a coupon or an offer for a free gift if they make an appointment with you.  In general, the response rate for direct mail is about one percent – not bad for most forms of advertising and a staple of annuity marketing.

3. You can be creative with direct mail.  You can incorporate colorful, eye-catching graphics into your piece, or send it in an envelope to stand out from the many direct mail postcards floating around out there.  You can put together an educational newsletter that offers prospects quality information in addition to your annuity sales message.  Best of all, you can incorporate different messages into each piece, and send them sequentially as part of a targeted drip marketing campaign.

4. While annuity direct mail may seem expensive up front, 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.

When planning direct mail for your annuity marketing campaign, you should consider several factors:

• It’s always best to use a professional copywriter and/or graphic designer to create your direct mail pieces.  You want to put your best foot forward, so include their fees in your direct mail budget.

• Make sure your message is clear on your direct mail piece.  Many people don’t understand what annuities are, and because you’re licensed to sell insurance, they may think of an annuity as life insurance.  Be very specific about your product’s benefits.  A jazzy piece will do you no good if you’re getting calls from people who want something other than what you offer.

• Save money by using bulk mail. All you need to do to take advantage of these discounted rates is get a free permit from the post office that allows you to use bulk rates.

• Consider using a dip annuity marketing campaign, where you send targeted direct mail pieces during certain intervals.  For example, you might send out different pieces at an interval of one month each.  Each piece should look different and should focus on a different aspect of your sales message.  Because most consumers have to see a message seven to ten times before they actually make a decision, this will keep your name in front of potential customers until they’re ready to buy.

43 thoughts on “Should You Use Direct Mail for Annuity Marketing?

  1. Offline Direct Mail Marketing is definately one way to market to the Annuity Market. However we have also seen good responses through targeted emailblasts and Co-registration.

  2. Offline Direct Mail Marketing is very effective. I love reading Offline Direct Mail then Online Marketing. But In most of offline mails, information is a bit lack. But most of us give more regard to Offline direct mail than mail.

  3. Florian says:

    The greatest advantage of using offline marketing over online marketing, is that offline marketing is perceived as being more trustworthy. Online marketing often ends up being labeled as 'spam', being read by next to no-one, whereas 'real' physical mailing tends to make a person feel important. It works.

  4. I agee, if I receive what is obviously spam in my emails then I don't even bother to open it, I just delete it. Whereas if I receive real junk through the postal service, I always have a look through just in case it is anything interesting and I don't want to miss out.

  5. Mark Walusimbi says:

    To establish trust I would rather go for the offline marketing option. Online marketing should just be used to support the leads you generate through offline and maintain them. Great Post!

  6. "Florian Says:
    June 21st, 2009 at 10:36 am

    The greatest advantage of using offline marketing over online marketing, is that offline marketing is perceived as being more trustworthy. Online marketing often ends up being labeled as ’spam’, being read by next to no-one, whereas ‘real’ physical mailing tends to make a person feel important. It works."
    I would so have to agree with comment, online really comes across as spam and we all know how we feel about "spam", I thing that going the traditional way really out beats the new way.Great post, informative

  7. Thanks for the tips; I have to admit that marketing seems to be one of my biggest issues; it seems that I have a very difficult time getting the word out to people. I have tried email marketing but have never had much success; maybe I should try offline marketing?

  8. MeeDee says:

    Online marketing is perceived as "spammy" and there are a lot of untrustworthy individuals out there. Snail mail has a better reputation.

  9. Wingding says:

    Trust is so important, and it's difficult to establish online. The reputation of online marketing is not good.

  10. structured settlement payments says:

    Your tite is very nice But In most of offline mails, information is a bit lack. But most of us give more regard to Offline direct mail than mail.thanks...

  11. John says:

    The same rules apply with online marketing, their success depends upon the quality of the email and the address list. Not sure that online marketing campaigns should only support leads developed offline. I think strong leads can be generated in a number of ways through you/your company's web presence. Online marketing is relatively cheap but, as always, there is a trade off - the more time you put in developing your initial leads the greater success you'll have with your campaigns.

  12. florian i agree, a great way to track these campaigns online as well is to have a call to action url e.g. http://www.website.com/radio-ad.this way you can see exactly how effective that piece of marketing was, this then gives you the ability to use more budget on areas that worked and less on areas that didnt, this is a great tactic to integrate online and offline advertising.

  13. i always agree Be Annuity Marketing Smart - Use Science Instead of Art in Direct Mail. ... saleman who specializes in annuity marketing, both online and offline. ... Insurance Made Easy ·

  14. Phoenix SEO Guy says:

    online and offline marketing have different strengths and weaknesses but it is the unique ability for marketing managers to balance the many different channels and create the correct mix. Thank you for your post as it very informative.

  15. Seo Outsourcing says:

    But not all online marketing is spam, don not judged a book by its cover! ... The advantage of online marketing is they can accommodate you anytime, not like in offline right? Find out seo outsourcing industry are glad about it. We would like to explored our capabilities with your achievements.

  16. Although everybody likes to have an email when they check their inbox, I think that the majority of people simply delete those which are likely spam or advertisements without even opening them. Most people are much more interested in newsletters from groups or companies which interest them, or emails from friends and family.

  17. College Reviews says:

    Email Marketing also can be called as spamming. that's why i always got many mails in my inbox..
    is that the way of email marketing? it seems to be so spammy...

  18. I do agree with you that although people don't like to receive unsolicited email in their mailbox but they do open it to take a peek anyways. So direct marketing could be a great way of promoting your business. Sure the cost may be greater than online marketing, but the return is quite significant.

  19. Jason Austin says:

    I like direct mail myself. It's a great way to find the best leads for the cheapest (as long as you have a good LIST)

  20. Avery says:

    I think so long as the email was something more like a newsletter it may be less likely to be flagged as spam. To add onto the list of tidbits that were in the post already: if the email sounds professional (without having a demeaning tone-of-voice) and is aesthetically and genuinely pleasing, it may have more effect than a generic advertisement that will be instantly deleted.

    Much like Franking Machine said, most people will sneak a peek, and when they do, you want to make sure that your email is going to keep them reading.

  21. I think that direct email has a very poor reputation thanks to a relatively low number of companies who abused the system. Of course, with new legislation this type of abuse is more difficult.

    I don't have any problem with receiving direct mail if it's genuinely relevant to my business.

  22. I don't recommend direct mailing for two reasons basically, one when you want to mail it to personal relations among friends, relatives or acquaintance...second when you have to send the emails to totally strange people...both of these hit at your reputation one or the other way...either people start ignoring you or people start marking you as "spam"...:(

  23. Noah Moore says:

    Online marketing campaigns should only support lead sources developed offline. I think strong leads can be generated in a number of ways through you/your company’s web presence. Online marketing is relatively cheap but, as always, there is a trade off - the more time you put in developing your initial leads the greater success you’ll have with your campaigns.

  24. Roy wwO says:

    offline direct mail is a very painful, time-consuming and expensive marketing method.

    it does make more leads and people treat it with more respect from online mail. but the disadvantage is still there.

    Thanks for a great article.

  25. الصفحة العربية says:

    Although everybody likes to have an email when they check their inbox, I think that the majority of people simply delete those which are likely spam or advertisements without even opening them. Most people are much more interested in newsletters from groups or companies which interest them, or emails from friends and family.

  26. Though it seems that email marketing means junk but it's not .Email marketing is one of the effective and quickest way to get the desired results in terms of qualified leads,customer database or a sale,according to marketing research association. Through email you can elicit a quick response through CLICK HERE or BUY HERE button.while if you adopt a direct mail strategy it becomes difficult to convince a customer to read your copy and then act on it like calling on your number or sending you normal mail.

  27. Suttekæde says:

    I think Offline Direct Mail Marketing is effective. Both Offline Direct Mail and Online Marketing is good to make a bigger company.

  28. Hi...!
    As per my knowledge if we promote our business through online marketing media is more beneficial than offline direct mail marketing.

  29. jewishhat-kippah says:

    I recommend annuity direct mail. It is a creative way to distinguish yourself from the competition and can be cheap when done in bulk. Realtors, for example. frequently use postcards for follow-up. People don't need to be directed to your business number right off the bat but your personal website which has the greatest personal branding ability.

  30. Diabetics guide says:

    Direct marketing could be a great way of promoting your business. Sure the cost may be greater than online marketing, but the return is quite significant.

  31. Trailers and Reviews says:

    I was surprised as well to see that only a third of all of the leads are legit, getting tired of all the spam and people not committing.

  32. Hi,
    Yes it vary on business to business either to using with direct mail for annuity marketing or to promote with e-mail marketing or Texting.
    regards,

    Rabia

  33. Josieklein07 says:

    Annuity marketing is on of the best was to do marketing of anything.This is a new type that is to be added about the Annuity Marketing.A am thanks to that has to post this blog

  34. Reptile says:

    I love reading Offline Direct Mail then Online Marketing.
    posted article very useful
    thanks

  35. reizen naar india says:

    I do not suggest direct mail, primarily for two reasons, one when you want to mail personal relationships between friends, relatives or acquaintances... Second, when you have to send e-mails to complete strangers ... both hit on its reputation of one or the other way around ... or people start ignoring you and people start to mark it as "spam" ...: (

  36. adam says:

    Good post. Thanks for the opinion on Annuities; I personally favor to use skilled people.

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    Thanks for your tips. I'll apply it to my mail to get more advantages from the mail.
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  39. juliankevin28 says:

    The annuity marketing system has a proven method that works every time. The prospects are impressed and feel a need to tell others.

  40. Gold Price says:

    have a lot of fun listening to annuity agents and their ideas about marketing and lead generation. One of my favorite methods of lead generation is direct mail. I have found through the years that direct mail is effective and leads to sales. Many agents think it is old fashioned and a waste of time and money. Not me.

  41. Rechard Thomas says:

    Nice article post. Thanks for the suggesting on Annuities. I self prefer to use skilled people.

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