Customer-Centric Marketing for Insurance Companies by J. Stoltz

Insurance companies know that personalized, customized marketing materials, customer-centric marketing and sound fulfillment strategies are highly valuable.

Whether or not they have brought branded client communications online, most companies use some type of paper-based enrollment packets, and these have to be clear and compelling. Personalization of these materials increases the conversion rate because pieces that speak more directly to the customers make it easier for them to recommit to a company for another year.

Executives also know that when it comes to growing a company and competing for customers, the personalization of content - and precision of communications - is not on the periphery as a nice extra: It's in the center of the equation that determines profits and revenue on an ongoing basis. This is why fulfillment must be done right, and it has to be done on time.

Helping Insurance Companies Win

More often than not, the performance of a campaign can be optimized if the insurance company establishes a strong relationship with a reputable fulfillment vendor that can facilitate the marketing plan to add value. Fulfillment vendors can help expedite companies' printing, personalization and kitting needs, or they can get in the way of good implementation. The vendors of the former class already have the solutions in hand to provide the precision that is required.

One piece of the puzzle is a personalized custom fulfillment solution that will contain costs and promise compliance across all mailers and pieces of literature. For this, companies need systems that offer a detailed, top-down approach that ensures their customer-centric marketing collateral is both universally relevant and uniquely targeted toward specific readers to produce optimal results.

Iron Mountain has helped insurance clients build these systems with a combination of offset print collateral strategies and digital materials that ensure that the right message gets to the right customer at the right time. By building centralized Web-ordering systems, we ensure that our clients are able to call up a specific piece quickly, get it where it needs to go and feel safe that individual messages will be up to the current compliance standards.

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LINK:	http://blogs.ironmountain.com/2014/service-lines/marketing-production-...
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