Insurance Solutions Endorsed by Your Association Agenda Challenges Goals Campaign Elements Results What We Learned

Insurance Solutions Endorsed by Your Association Challenges Graying Demographics Diminishing returns from Traditional Direct Mail Increased cost of direct mail Non-traditional competition for customers Affinity clients reluctant to

Insurance Solutions Endorsed by Your Association Process Early realization that campaign expertise not available in-house Conducted extensive interviews with three very capable firms Chose DMW –Innovative new tools – eTVmail linked to Microsites

Insurance Solutions Endorsed by Your Association Goals Reach younger members Open new marketing channel Increase offer frequency Promote our Affinity Partners Differentiation required to acquire new Associations

Insurance Solutions Endorsed by Your Association Campaign Elements Traditional Tools –Print Advertising –Direct Mail Non-Traditional Tools –Electronic – eTVmail –Microsites

Insurance Solutions Endorsed by Your Association eTVmail

Insurance Solutions Endorsed by Your Association Microsites Dedicated Site for each Association (Client) Lawyers Professional Liability (LPL) product information Life product information & rate calculation Online application or opportunity to download application Centralized database Measurement Metrics

Insurance Solutions Endorsed by Your Association Liability Results Business to Business 14,500 s sent 32.3% opened 3.5% click through rate 2.38 pages viewed per visit 1’ 32”average time on site 13% of visitors requested a quote

Insurance Solutions Endorsed by Your Association Life Results Business to Consumer 38,000 s sent 1.7% click through rate 2.89 pages viewed per visit 2’ 3” average time on site 73% of visitors requested a quote

Insurance Solutions Endorsed by Your Association What We Learned Clients and Customers want marketing Multi-channel approach critical Convenience is a differentiator Metrics of the Internet are invaluable Demographic cohorts do respond differently

Insurance Solutions Endorsed by Your Association What We Learned Need to be flexible with control of lists Brand recognition does get opened Need to switch from market push to pull with consumer subscriptions