Agents know that the best and easiest way to grow their businesses is through cross-selling. However, most agencies only sell, on average, two or less policies per account. According to a Bain & Co. study, new customer acquisition can cost five times more than retaining an existing customer. Despite knowing this, the cross-selling conversation just doesn't happen between agents and their clients.
But with the right approach and tools, increasing your policy-to-account ratio no longer has to be left to chance or to the comfort level of your customer service reps. In fact, discerning customers' and prospects' areas of interest or pain points is one of the strengths that automated e-mail marketing addresses.
The concept behind e-mail marketing is two-fold: By periodically sending out informational e-mails, it keeps your business top of mind with your customers. Secondly, these messages provide links to additional material, which leads customers down the marketing funnel.
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