Today, most financial professionals recognize the need for large-scale email outreach programs and an accompanying social media presence. These digital tools provide an easy way for producers to communicate with current clients and consumers who may become clients in the future.
While many people in the industry assume these outreach programs are targeted at young people who are notoriously tech savvy, people of all ages are increasingly using the Internet to conduct critical research about their insurance options and learn about new offerings from their financial professional.
In a survey conducted by Small in 2012, the majority of consumers across all demographics said they preferred to receive communications over email. At the time, spending on social media outreach was significantly lower than spending on email, so it’s possible that people have increased their use of those channels. Nonetheless, it’s evident that producers need to provide excellent email communications for their clients.
What does strong email communication entail?
Email should be viewed as its own form of social media. The people who subscribe to your email list are definitely interested in what you have to say, so you can give them a bit more information than you would people who visit your social media pages. At the same time, you want to avoid overwhelming them with too much information. Keep emails short, according to LifeHealthPro, and be sure to include easily actionable items that genuinely improve a client’s understanding of his or her personal financial situation and options.
LifeHealthPro reported on a conference presentation from social media experts and the main takeaway was that digital channels should be used as educational tools rather than sales mediums. Consumers who may avoid material that is directly promotional are more inclined to return to information that provides educational insight into a field they’re interested in. Over time, they will come to identify the provider of that information as a trusted advisor. When they need a financial professional’s help, they will turn to the firm that gave them free information through digital channels.
The process of selling insurance has been reshaped by the Internet, and the ways people learn about and interact with financial professionals will continue to change. Producers who adapt their outreach approach to the changing landscape today will be better equipped to succeed in the future.