I think it’s instructive to look at the online pages of the Wall Street Journal and the New York Times. They get PAID to include advertising videos alongside their articles and features, and sometimes those videos auto launch, but never with audio: that’s left up to the viewer to switch on. Both of those institutions have done their homework, and they know that auto launching the audio will drive page viewers away from their sites. They just don’t permit the audio to kick in unbidden.

WSJ and the NY Times both know that even auto launching the video is a risk; when they do it, they do it because they are paid – that is, the risk/reward ratio is artificially tipped in favor of force launching the video. But when it comes to their own editorial videos and other interactive content, both papers leave launching videos up to the viewer’s volition.

Don’t get me wrong, I’m a big fan of video, and there are a ton of constructive uses for insurance agency websites. But I’m not a fan of forced launch videos and I have some good company sharing that sentiment.

Example: They did not return my calls, e-mails for several days.
THIS IS THE MOST POPULAR COMPLAINT I HEAR ABOUT OTHER AGENCIES WHEN THEY COME TO US.

We heard this was an issue about our own agency and turned it around. You get as contact e-mail, status phone call even if we have not solved the issue or obtained a quote for you in less than 24 hours. Usually it is less than an hour or two.

Promptness and responsiveness became a priorty.

One-to-one emails can (and should be) highly personalized: ‘how’s junior doing with the transition to high school?’, ‘are you enjoying your new car?’, ‘how was the transition to your new business location?’

Some insurance agencies require a minimum number of outbound calls to customers to offer annual reviews, advise of a new product/coverage (as noted in the post), or simply to thank the customer for their business. Too few agencies take this proactive position, often for fear of the amount of time that might be spent on the phone (or just fear of calling).

Email can be a good way of easing agency staff into contacting customers. Picking out 3 – 5 customers a day and sending some kind of email shouldn’t take more than 5 – 10 minutes; optional follow up phone calls can be placed to be sure the customer saw the email. Think about it: An agency service staff of 3, sending 5 emails a day will have reached out to 3,300 customers in a year. Don’t have time for that? Have more important things to do?

We all know that customers who hear from their agents during a policy term are more loyal and committed. Consider this: The 2008 JD Power and Associates Auto Insurance Study found that 86% of highly satisfied customers planned to renew their policies and refer an average of 7.7 prospects to their insurance provider. On the other end of the spectrum, 42% of ‘low satisfaction’ clients said they planned to shop their insurance. Where are your customers on the satisfaction continuum?

Email isn’t a substitute for every other kind of communication, it is not the be all – end all. But email is virtually free, and when used intelligently as a one-on-one tool and as a mass communication tool it will significantly improve your agency’s bottom line. What are you waiting for? Get the email addresses, formulate a privacy/use policy, and find a place for email in your communication mix. And get started now, before you lose more money.