Use your customer newsletter as a tool 

You should always do a modest overrun of your agency newsletter.  Use the overrun three ways:  as a “take-one” display in your office reception area; as a “take-home” handout to new customers (let them know they will be receiving your newsletter quarterly and let them know about its purpose and content); and as a new business prospecting tool.  Let’s talk a bit about prospecting with your newsletter. 

Develop a target list 

We recommend a list of 150 to 250 names.  Select homeowner addresses in neighborhoods that you believe will produce the highest percentage of A-one customers.  Or, select “New Home” neighborhoods---three years old or newer. The premise with the latter approach is that these newcomer families have not established strong relationships with a local agent. 

Commit to several years of mailings 

Send your newsletter and other communications pieces to your target list for at least three years.  Or until they buy from you. Or until they tell you to quit!  

Why so long?  Because things change.  A bad claim experience.  A negative change in service attention by the agent of record.  Lack of a coverage that the insured needs and wants. Pricing. 

The whole idea is to earn a position as “agent of second choice” for the prospects on your list.  If something happens that causes the insured to consider a change, you’ll be the first agent they contact.  Well-conceived persistency pays off. 

How to get started 

We recommend sending out the first mailing of your newsletter with a cover letter introducing the “complimentary subscription.”  Explain the purpose and content features of each issue. 

Provide the recipient with an opportunity to opt out if they wish.  Make sure you PS your letter with an invitation to visit your Web site. 

Enclosing a BRC 

Some agents also enclose a postage-paid business reply card with the letter and newsletter copy.  The reply card includes a permission to continue sending the newsletter and an opt-out opportunity plus a “PLEASE CONTACT ME now about”check-off for home, auto or business insurance information. 

The strategy: to further qualify interest and to cull some BONUS direct leads for X-dates and quotes.