Talking about subjects that seem difficult is something that good insurance marketers know how to do, as this weekly email newsletter makes clear.
Mailer Name: New York Life
Date Emailed: August 18, 2015
When you’re a client of an insurance company (or at least have opted in to get their email), you ought to know what you’re in for. The subject line of this email, “Five things to discuss with your partner tonight,” isn’t teasing paint choices for your living room, it’s talking about finances.
The top block includes a bit of copy about how the tips in the article linked from there “could save you and your loved ones a lot of time and money.”
Okay, sure, but what they’re really doing is delivering peace of mind to an audience that needs information and guidance.
Look at the next block. It includes additional links to content that leverages the company’s expertise in providing financial products of all kinds. “Market Pulse,” for example, is a video series that provides independent views on stocks and funds.
Stronger emotional tugs are used to produce other clickthroughs. For business owners: “keep it safe and sound.” For adult children: “What will it cost if you have to financially support aging parents?” To get that peace of mind — either immediately or after investigating the content – a link to find a local agent is provided.
A little bit of soft sell can go a long way in making customers feel comfortable about important decisions.