Smart’s client newsletters are customizable. Personalize them as much as you like, with custom articles, news about your firm, and photos!
10 Steps to a Successful Client/Prospect Newsletter Program
Newsletters help you communicate with clients, build awareness of your firm, and position your firm as a solution-provider. But someone has to take responsibility for the writing, printing and mailing—and who has time for that?
That’s where Smart’s Publishing Group’s client/prospect newsletters come in. We make it easy for your firm to start and continue a successful client/prospect communication program.
How? Just follow the steps below…
1. Determine How You Want to Use the Newsletter...
Will you mail to clients, prospects or both? Mailing to clients keeps them informed of new coverages - and may reduce your E&O risk. Mailing to prospects builds awareness of your firm and can boost effectiveness of your telemarketing program.
2. Get a Mailing List...
You already have client names and addresses. If you want more prospect names, industry trade group, and business directories may provide lists. You may also purchase lists through Dun & Bradstreet or a list broker.
Make sure your prospect list includes contact names. For large corporations, it's probably the director of risk management (for business insurance) or director of human resources (for employee benefits and workers' compensation). For smaller companies, it's the chief financial officer or controller.
Have someone in your office (or a temp) call the prospects and ask for a contact name. if the receptionist asks why, tell her/him that you will be mailing some valuable business information and you want it to go to the proper person.
3. Determine Who Will Handle the Mailing...
If you do the mailing in-house, you will need mailing labels and an adequate supply of envelopes. Smaller mailings—say 250—can be done by hand. But if you're sending larger quantities, you might want to invest in an automatic folder/inserter. You will need to train someone to run it, along with a backup operator.
Not interested in the mailing process? Let us do it. Mailing service costs about $150 plus postage for quantities of 1,000. Because we aggregate our mailings, your postage costs will be less than the first class rate for quantities of 1000. Call us for details.
4. Involve Your Office...
Distribute copies to your staff, so they know what you are mailing out. Order extra newsletters so producers and staff can take them on sales or service calls. Put a few copies in the reception area, but don't let them pile up.
5. Make the Newsletter Part of Your Sales Process...
When phoning prospects, use the newsletter to make a connection. Mention that you have been mailing a business newsletter and ask if they have seen it. The newsletter will help create awareness and build your image.
Producers and client service people should bring copies of the newsletter to client meetings. Have them use articles to discuss exposures and coverage with clients. This will signal to the client that the newsletter has real value and will get them in the habit of reading it.
6. Consider Using Business Reply Cards (BRCs)...
BRCs make it easier for clients and prospects to request more information on the topics in each issue. Using a business reply permit ("postage paid" mail) makes responding even easier and may increase response.
7. Keep Your Prospect List Up-To-Date...
Request address correction from the Post Office on your newsletter carrier envelopes and update address changes in your database. When a newsletter is returned because a contact has left the firm, have someone call and get the new contact. You waste money and miss a potential client by mailing to an incorrect address.
8. Customize Your Newsletter...
Get the most out of your newsletter by making it your own. If you have special programs to promote, a new account executive to introduce or a particular client to recognize, provide us with the text and photos. We can also edit or write articles for you, print your newsletters in any color and change paper stock to reflect your agancy's corporate image.
9. Once You Start a Newsletter Program, Be Consistent...
By sending newsletters out regularly, you create an image of reliability that clients and prospects will identify with your firm.
10. Start Your Newsletter Program Today!
Every Day You Wait Gives Your Competitors an Extra Edge!
To start your order, please contact Lisa Merriman, sales manager: 541-482-5189, ext. 4 or 866-762-7879
NEWSLETTER SAMPLES
In creating our newsletters, we take readers—your clients and prospects— seriously. We respect their intelligence by providing useful, relevant information rather than marketing fluff and "sound bites." The philosphy is simple: we provide great content and let you take the credit...read sample issues.
