Drive higher response rates with personalized postcards.

The Opportunity

There’s no question that direct mail is a powerful marketing tool. A mail campaign delivers messages cost effectively, right into the hands of the intended recipient. Direct mail is an ideal way to communicate the value of insurance offerings quickly and efficiently to current and potential customers.

But it’s also true that direct mail response rates are not always as high as insurance companies and agents would like them to be. Response rates typically run in the 2 to 3 percent range. To increase direct mail’s effectiveness, the communications materials must be designed for maximum impact.

One-to-one ensures a great turnout.

That means delivering a good idea via concise text, and using colors that jump off the page. And one other thing: the message must be relevant and speak directly to each recipient. That means personalized communications.

To deliver specific marketing messages to targeted demographics, personalization is the way to go. It’s a great way to zero in on the intended audience. Research shows that personalized mailings can produce spectacular results, delivering increases in repeat orders of 48 percent along with a 32 percent increase in overall revenues*. * according to a recent CAP Ventures study.

The Errington Group Advantage

The Errington Group has a solution that really puts the direct in direct mail: personalized postcards. Bold, bright, personalized postcards are more likely to pique the interest of people who want to upgrade their coverage or purchase new insurance.

The Errington Group's direct mail solution leverages the latest digital print technology to provide variable information options so marketers can speak to each recipient as an “audience of one,” driving response rates and strengthening the brand image of insurance companies and agents alike.

It’s easy to get personal.

Due to the large sheet size available with today’s digital printing devices, personalized postcards can be oversized and printed in large multi-up formats to stand out in the mail. Postcards can be also be color printed with individually selected images, depending on predetermined criteria for the target audience.

The cost-effective, personalized Errington Group solution improves response rates, lowers the cost per lead and taps into the vast power of full-colour marketing. As a result, carriers and agents find that both customer loyalty and revenues increase.

The Errington Group's variable data composition tools and production printer solutions make it possible to create personalized, attention-getting postcards that dramatically improve response rates.

Build stronger business relationships with personalized invitations and reply cards.

The Opportunity

For many consumers, insurance is a mysterious business. Even though they understand how important it is to have adequate coverage, the array of products and services offered by competing companies can be baffling.

The best way to clear up a customer’s confusion and help them understand what coverage is right for them: a face-to-face meeting. There’s no better way to deliver complex information because you can respond to their questions immediately. And you’ve established a personal connection. There’s no substitute for the human touch.

Grabbing your customer’s attention.

The problem is that all of us lead busy lives. Scheduling time with a customer can be difficult. But an invitation from an agent, personalized with his or her name and photo, is an excellent way to connect with customers. Delivered directly into the hands of prequalified or potential customers, it can open the door to further discussion.

Once an invitation establishes a connection, it’s much easier for you to follow up. The personalized invitation should also provide a fast, simple way for the customer to RSVP. Including the agent’s personal number or an easy-to-mail business reply card is a good solution.

The Errington Group Advantage

Targeted mailing materials composed of integrated documents, such as elegant invitations and personal letters, are easy to create and produce with the Xerox personalized communications solution. The mailing can be customized to target new home owners, single parents, or any specific demographic. It can request an opportunity to quote, or simply to set up an informational meeting.

Personal information that speaks directly to the customer makes it clear that the invitation is important. The agent wants to tailor an insurance program and provide a quote that meets the customer’s requirements.

Put a friendly face on your business.

The Errington Group solution can also deliver tear-off, pre-addressed, stamped business reply cards. Case studies have proven again and again that integrated reply cards increase the speed and number of responses.

Research has also shown that policyholders spend more time reading and evaluating personalized, customized documents. For insurance companies and their agents, personalized invitations are a great way to break the ice and build business. And there’s no better way to produce sets of targeted, personalized and integrated documents than The Errington Group digital printing solution for insurance operations.

The Errington Group's print-on-demand and variable data composition technologies make it possible to cost-effectively create personalized invitations that encourage one-to-one communications with customers.

Deliver the news right on target.

The Opportunity

Corporations function more efficiently when its people are all on the same page. But even with today’s always-on communications tools – email, voicemail and the mobile phone – it’s difficult to deliver information that everyone in the company can relate to and absorb.

This is especially true in the insurance industry where many employees and franchisees are distributed over a wide area. It’s tough to keep everyone in the loop.

It’s easy to stay in touch.

That’s why the newsletter is still an excellent vehicle for internal communications. Newsletters make it easy to deliver clear, consistent, focused messages. They foster a sense of community. And people like newsletters because they can hold them in their hands and read them. There’s still no substitute for hard copy.

But not just any newsletter will do. The truly effective newsletter has impact and eye appeal. It’s stylish, colorful and filled with relevant text and graphics designed to connect with its readers.

The Errington Group Advantage

Now, using The Errington Group's digital printing products and services, carriers and agencies can produce high-quality, up-to-theminute, relevant communications cost-effectively. And with print-on-demand solutions, there are no costly and unnecessary hard copies to grow old and out-of-date in expensive storage areas.

The Errington Group makes it possible to target newsletters to specific audiences. A newsletter can include regional articles, news items aimed at specific groups, and even personalized information on recent business performance. For example, a newsletter sent to an agent on the coast could include a story relating to hurricanes. That story could be replaced by an article on traffic safety when sent to an Iowa broker specializing in auto insurance.

The Errington Group solutions work hard on many levels.

Various levels of versioning, customization and personalization are provided by the newsletter composition tools in The Errington Group portfolio. These tools make it easy to create tables and charts that make use of colourful, sophisticated graphics to enhance readability and understanding. As a result, customized newsletters not only inform; they motivate.

The Errington Group's solutions and services ensure that corporate and departmental communications are targeted, accurate and relevant. In addition, they make it possible to produce newsletters that are eagerly anticipated, building a greater sense of community and accelerating the distribution of important news and information.

The Errington Group's print-on-demand and variable data composition technologies provide everything needed to ensure that newsletters are eagerly anticipated and read. The results are a more informed and productive workforce.

Make your point and make it big

The Opportunity

Whatever message you need to send, eyecatching posters are a powerful way to go. This is especially true in the constantly evolving insurance industry. Products are launched or updated frequently. New marketing campaigns are rolled out on a regular basis.

It’s important to communicate with brokers, agents and customers quickly, and in bold strokes. As a cost effective and appealing communications tool, posters are hard to beat. And hard to ignore.

Better signage builds better relationships.

Posters provide a great opportunity to place timely, compelling messages in front of employees and customers. Customized content drives interest. Integrating posters with public relations and promotional materials can extend the message’s effectiveness while strengthening your brand image.

There is another side of the coin however. It can be difficult to keep posters and other signage up to date. Local sign shops typically have long turnaround times. They may require that you print more posters than you need in order to get the cost down. And quality varies depending on the shop. If quality is poor, image and branding can suffer as well.

The Errington Group Advantage

You can still take advantage of this opportunity using The Errington Group's print-on-demand solution to print vibrant, fullcolour posters quickly and cost effectively on a wide variety of substrates. Posters can be up to 14.33” x 22.5". Smaller posters can be “ganged up” and printed with flyers that support the posters as part of an entire campaign.

The Errington Group has developed a customized Web-based ordering system that makes it easy for brokers as well as corporate to produce their own materials as needed. They can print only as many as needed, when needed, to avoid waste and storage costs. The Errington Group digitally-printed posters can fit into the tightest office budget.

Maximum flexibility with minimum effort.

Photographs, line art and flesh tones can be faithfully reproduced and printed on demand in limited runs. Content changes are no longer the end of the world. Print files can be easily updated. Posters can be revised quickly to reflect new dates, prices, or messaging.

The professional look produced by The Errington Group solution even makes it possible to create souvenir-quality posters. Bottom line: The Errington Group combines the advantages of highspeed colour printing with the cost-effectiveness and flexibility of on-demand solutions.

The Errington Group's portfolio of solutions and services makes the production of full-colour, customized and personalized documents a cost-effective productivity tool to address the challenges of Producer Relationship Management.

Take marketing to the next level with customized on-demand brochures.

The Opportunity

A simple yet effective way to reach out to current and prospective clients is with a brochure. Other than face-to-face meetings, brochures are the best way to provide dense information. They clearly define complex insurance products and explain their value, and customers can take their time absorbing the information.

But brochures aren’t perfect. They usually contain a single generic message and, because product features change frequently, this message has a limited shelf life. Also, many product brochures are printed on an offset press. That means they have to be printed in high volumes to keep the per-piece cost as low as possible. And these large quantities must be distributed, stored and then destroyed when mandatory changes or updates occur.

Customers are priority one.

The generic brochure can tell a story about the product. But a sales opportunity can easily be lost when a product brochure lacks a personal appeal. They’re much more effective when they educate, inform and raise awareness by offering articles and colorful graphics that are truly relevant to readers.

By providing customized and personalized information – for example, tips on buying auto insurance, or information on product features that are relevant to specific target audience – the effectiveness of brochures can be dramatically enhanced.

The Errington Group Advantage

Using the powerful capabilities provided by The Errington Group's digital printing solutions, graphics and text are stored in an electronic repository where they can be updated in real time. The Web-based Errington Group solution allows users to log on and order the brochures they need to serve their local markets.

Brochures can use variable content, including names and addresses or images that appeal to recipients in particular demographic segments. For example, customers who live in a flood plain will pay more attention to a brochure that explains why their specific area is at risk. Content like this – which can include text, illustrations, or local maps – turns an ordinary brochure into a powerful selling tool.

Focus on details.

Various levels of versioning and customization are provided in many of the brochure composition tools offered in The Errington Group portfolio. With print-on-demand solutions, there are no costly and unnecessary hard copies growing stale and out-of-date in expensive storage areas. Insurance communications are always accurate and current.

The Errinton Group's solutions and services tailored to carriers and agents make the production of full-colour, customized documents a cost-effective tool to enhance their positive image. And they address the challenges of keeping customers aware and informed. When a brochure really speaks to its intended audience, its message is much more likely to hit home.

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Designing, creating, printing, storing and distributing brochures can be costly in terms of time and money. The Errington Group solution saves both.

Exploit the internet to enhance producer relationship management programs

The Opportunity

Making information and support tools easily accessible is one of the many ways that Producer Services can help to increase provider productivity.

High volumes, high cost, high obsolescence.

Today many product brochures are printed on an offset press that usually dictates high volumes to keep the per-piece cost as low as possible. These large quantities must be distributed, stored and then destroyed when mandatory changes or updates occur.

Providing the tools and information that enable producers to do their jobs well is very important in making them feel cared for by the Home Office.

A carefully planned program to accomplish this can leverage all the systems and services supplied by the Home Office, and expand producers’ own level of customer service to their insureds.

The Errington Group Advantage

The Errington Group has developed a Web-based customized document system to offer multiple document templates to a large producer community. This system enables producers to:

Customize materials within given parameters
Leverage your business efforts
Enhance communications with their customers

Easy drag-and-drop functionality lets producers update, review and order in a simple-to-use Web-based interface tool. Now producers can: co-brand product brochures; update business cards, letterhead and note pads; and easily order postcards, invitations and calendars.

Timeliness is of the essence.

With digital printing, orders can be small or large without incurring higher per-piece costs. Changes to offerings can be reflected in marketing and support materials and be in the hands of the provider in mere days.

Taking advantage of the speed and flexibility of the Internet via The Errington Group's customized document system adds whole new levels of functionality to Home Office services. All of this reflects directly in Producer Relationship Management programs.