Mention e-mail marketing to fellow insurance professionals and you may find that many remain hesitant to move away from their tried-and-true snail mail methods. Some, however, are rapidly discovering that e-mail marketing may be one of the most effective means of reaching the end consumer and generating business.
Want proof? When Shop.org surveyed retailers for their State of Retailing Online 2009 report, it found that e-mail was the most-mentioned successful tactic overall. The Ad Effectiveness Survey commissioned by Forbes Media in February-March 2009 placed e-mail marketing second only to SEO for generating conversions. Furthermore, research conducted in 2009 by the Direct Marketing Association demonstrated that e-mail outperforms all other forms of direct marketing.
Why, out of all the thousands of messages consumers are exposed to each day, is e-mail marketing so effective? From our own research, we know e-mail marketing works because it:
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