In today’s multichannel environment, consumers expect insurers to be modern communicators, able to engage them with relevant, real-time messages in any channel. But insurance companies have struggled to adopt an integrated approach that allows them to understand the needs of their consumers and achieve effective cross-channel communications.
Understand the need to bridge the gap between online and offline marketing strategies and adopt a more integrated view of your data. This whitepaper examines how to leverage what you already know – your Customer Relationship Management consumer data – online, and how important a privacy-compliant matching partner is to successfully bringing your offline data online.
Q4 2012 North American Email Trends and Benchmarks
Email continues to play a vital role in the marketing mix. The channel not only drives strong ROI in customer acquisition, but it increasingly powerful to engage consumers.
In today’s multichannel, multitasking environment, getting insurance prospects or existing customers to convert requires strategy and planning. Smart insurers today understand that with the digital age, customers demand immediacy and they expect marketers to know their needs – in real time. This need for real-time technology not only helps insurers anticipate customer needs, but it assists companies to better message consumers and create relevance and loyalty.
Today’s multitasking consumer are on-the-go and in-the-know. As such, it’s important for marketers to address those needs by sending marketing communications via the channels that consumers prefer most. Epsilon’s 2012 Channel Preference Study found that while marketers continue to focus on mobile and the mobile penetration grows, there’s still a gap between consumers’ perceived value of mobile marketing and marketers’ expectations of the tactic.
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