John Stewart is an insurance agent with Farmers Insurance. Because of his amazing service, he had many loyal clients, but he wasn’t quite where he wanted to be in terms of revenue. Then Farmers put out revenue incentives for their agents if they could reach a certain threshold. And that was just the push John needed to get serious about marketing his business. He contacted a fellow Farmers agent in Texas for advice. The agent told him that whenever he needs a boost in his numbers, he calls PostcardMania to set up a postcard mailing. So that’s just what John did!
John’s PostcardMania Marketing Consultant was able to show him designs and strategies that had worked for other insurance agents in his position. Together they hammered out a marketing plan designed to get John to his revenue goal. They went with a DirectMail2.0 campaign, which includes automatic online follow-up (banner ads) that match the design of the postcard. It also comes standard with call tracking and mail tracking.
Based on the proven success of other insurance cards, they came up with a design that included these key factors:
- Image of the agent (John!)
- A compelling offer (iPad!)
- Gripping Testimonials John then worked with our mailing department to custom-tailor a mailing list for his campaign.
He chose very specific subdivisions in his area that he knew were prime prospects for his services. The campaign included 24,000 postcards to be sent out in 4 mailings of 6,000 each.
The postcard response was phenomenal. We wrote about five new customers every time it went out resulting in about 60 additional policies. I will be doing another mailing.
John’s campaign kicked some serious butt.
Here’s what the hard numbers looked like:
- Total Campaign Cost: $11,000
- Total Revenue Generated (for just one year): $60,000
- Campaign ROI: 545%
IMPORTANT NOTE: Those numbers only reflect ONE YEAR of ROI. Because of John’s excellent service, clients stay with him for many years. His ROI from this campaign will continue to grow year after year! Way to go, John!