Marketing


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f you’ve been reading mmadigital’s series of articles in Claims Magazine, then you’ll


know how modern technology is helping more claims professionals connect with future clients. But once you’ve made contact with them, how can you use online marketing to keep them interested? In the age of Twitter, Facebook


Dez Derry is the CEO of mmadigital www.mmadigital.co.uk


and LinkedIn, you could be forgiven


for thinking that even email is a hackneyed marketing tool, but the reality is that it’s still a very efficient


way of growing your business. In fact the Direct Marketing Association announced in February


that email marketing ROI was £21.48 for every £1 spent in 2012. After an initial investment in designing your email template


and deciding which software to use, if you’re blogging and using social media appropriately, then you’ll never be short of content to add to your emails. But making sure an email marketing campaign is successful


doesn’t end there. While emails offer you another way to promote your message,


spam filters on personal and business email address can be easily switched on. Despite this, there are a few things you can do to make sure your firm is at the top of the list when a client is looking for the service you provide.


Do your research Email marketing has a number of ethical rules attached to it, so


you do need to ask people if it’s OK to send them information. This need not be complicated, it could just be a simple


‘newsletter sign up’ box on your website or asking for their details at a conference. Once you’ve got their information though, you’ve got their trust – so don’t abuse it. Responsible email marketing providers will not allow you to send to people who have not at least engaged with you once before. While this keeps ethics intact, it also allows you to refine


your targets to ensure that you are only targeting those who are interested in your service.


Give people a reason to sign up Asking someone to give you their personal details should not feel like


them doing you a favour. There has to be something in it for them. Perhaps when they sign up offer them a code which entitles


them to a discount or a free consultation, or maybe enter them into a competition. Whatever the incentive, make sure your audience know how much you appreciate them trusting you with their information.


54 /Claims Magazine/Issue 11


Dez Derry explains why email marketing can really help


Content Once that trust has been instigated, don’t take it for granted.


Sending out emails every day with the tiniest piece of news will see your valuable subscriber list dwindle rapidly. Make sure your emails include anything from the latest industry news and information as well as your reaction to it. To help promote your expertise include links to articles, blogs,


videos or guides related to the services you offer. Don’t make it too long, three sections is about the standard


maximum; and ending with something lighthearted is always a good touch. You could introduce them to members of your team or even add an email-only promotion helping to encourage them to get in touch. If you create an interesting weekly news piece then recipients are more likely to read what you send them and more likely to remember you when they need the service you are offering.


Timing is everything The timing and frequency of your emails is very important. Too many


and you risk annoying your recipients; too little and you’re in danger of people forgetting they signed up and assuming you’re spam. You can set up an automatic email to send shortly after


someone signs up and then continue with regular emails on no more than weekly and no less than a monthly basis. Timing is equally important. Sending an email overnight


means it could be missed first thing in the morning or worse still if you send it during a potentially busy time it could be deleted without being opened. Spend time thinking and testing as to when it's best for you to


send your emails. Not only does this give you time to prepare future content but it means that you can use your email provider’s analytics to see when your recipients are more likely to open the email. And if you’re wondering, a recent survey by Getresponse.com found that the best day to send emails to your subscribers is Tuesday.


Learn and evolve There are hundreds of email service providers offering varied email solutions. Naturally, they’ll all be offering different packages for different


rates, but at the very least you want to use a service that allows you to track who is opening your emails, what links are popular and what time emails are being opened. Some services are able to establish the average time individuals are using their email and hold back sending yours until that time so there’s a greater chance of it being opened. As with any marketing tool there are a lot of factors to consider,


so talk to a full service digital agency about your requirements and they’ll be able help you plan your budgets and resources and also decide which tools are best suited for your goals. After that, with a simple click of the ‘send’ button, you’ll be attracting new leads in no time. ●


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