Insurance Marketing: Reengage Website Visitors as They Make Insurance Purchasing Decisions
Consumer preference for shopping online for insurance has grown in the last decade, from 17% of consumers in 2011 to 29% in 2020. Interest in online buying is highest among Generation X. How can insurance marketers position their brands to engage and acquire online shoppers?
Getting prospects to your website is one thing; converting them requires an intentional, targeted strategy that minimizes waste and reduces cost per acquisition.
Did you know?
- American brands spend $200B annually on digital advertising to drive website traffic, yet 90% of that site traffic remains unknown, according to Zenith Media reports.
- Even more confounding is the 98% of website traffic that leaves without making a purchase, filling out a form or signing up.
How can you turn your website browsers into clients and generate 10-30x more response?
Research shows that integrated solutions are more effective in driving consumer action. By applying digital and direct mail, companies have seen conversion rates lift as much as 28%.
- Average household response rates for direct mail are 5.1%, much higher than digital only channels:
- Paid search, 0.6%
- Email, 0.6%
- Online display ads, 0.2%
- Social media, 0.4%
- Brand Recall is stronger with direct mail: 75% for recipients of direct mail vs. 44% for recipients of digital-only ads
- Those Gen-Xers mentioned above who want to buy online? They respond to print; in fact, 53% of Generation X surveyed have responded to ads or offers in the mail in the past 12 months.
- When ads are personalized to the consumer’s needs and interest, acquisition costs are reduced as much as 50%, while revenues increase 5-15%.
For more information about how insurance shoppers respond to ads across multiple channels, read our previous blog post Read our case studies below to learn how other insurance providers have benefitted by reaching website visitors with personalized direct mail that drives acquisition and reduces cost per acquisition per policy holder. Reach out today to plan your strategy!
Sources: SpendMeNot.com, Navistone, the DMA, Compu-mail.com, Canada Post Study; AdMall AudienceSCAN 2021