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

2. 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 email

3. 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

4. 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

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

6. Insurance Solutions Endorsed by Your Association eTVmail

9. 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

10. Insurance Solutions Endorsed by Your Association Liability Results Business to Business 14,500 emails 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

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

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

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