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mailPlus. A proven approach to growing your business.
1 Overview
2 Acquisition
3 Retention
4 Rounding/Cross sell
5 Referral/Win back/Value-added
6 How do I get started?
Contents
mailPlus
1 Overview
You talk to your clients throughout the day, but how much of your client base do you reach on a daily or even annual basis? And where will you find that next sweet spot to build your book of business?
Connecting with your customers and finding good prospects is essential for an agency’s success. That’s why Travelers offers mailPlus, a direct marketing platform that provides turnkey solutions for retention and business building initiatives. This award-winning program has been designed to help you:
4 Retain more customers for longer periods of time
4 Find and contact new business prospects
Direct marketing strategy: 5 easy steps with mailPlus
mailPlus campaigns include professional mail packages and all printing, mailing and postage… it’s like having your own marketing department and fulfillment center at your fingertips. It only takes a few mouse clicks to quickly plan and launch a program that delivers results.
“I don’t have to hire a marketing company to come in, design ads for me, get them approved by the carriers and then do a mailing. It was just click, click, click and that was it.” – Doug Katz, Jacob J. Katz and Company
Use the power of mailPlus to grow your business
Identify your business
needSelect a tactic
Choose your target
market Access online
databases, demographics and advanced targeting
capability
Connectwith youraudience
Personalize with agency information
Executeyour
programConfirm your order
Follow up and measureyour results
Reference online reports
1 2 3 4 5
With a few easy steps, you can create a personalized program that delivers results at a fraction of the cost of doing it yourself.
Direct Marketing AssociationECHO Award 2010 and 2012
4 Increase customer profitability and retention through Rounding and Cross Sell
4Win back lost customers
Even with retention and rounding practices in place, growing your business requires new business. mailPlus gives you the opportunity to choose the prospects in your market who are most likely to convert to customers, and send them communications that promote savings and your value as an independent agent.
mailPlus’ multi-source database includes consumer leads and targeting capabilities to identify prospects who are in the market for insurance.
• Auto – Target prospects with an upcoming renewal month or those in the market to purchase a vehicle
• New movers – Connect with prospects who have recently moved in the last 30 to 60 days
mailPlus Acquisition features tools to help you improve your close ratios and give you the most return.
• Prospect value profile – Select prospects based on potential risk, so you can target consumers who are more likely to be approved as new policyholders
• Maximize sales potential – Identify the areas that have performed at least 5% more favorably than the average close rate in your territory
Helpful tip: Take advantage of monthly Acquisition mailings that target individuals with an upcoming auto policy renewal. This is the best time to contact prospects because they are more likely to make a buying decision.
Important: Be sure to familiarize yourself and comply with all federal, state and local telemarketing laws before calling prospects. This includes obtaining a subscription from the FTC and complying with all Do Not Call regulations. For more information or to subscribe, visit www.FTC.gov.
The average cost per sale using the mailPlus Acquisition mailers in 2012 was less than $200.00. This opened up new sales opportunities and expanded the book of business for the participating agents for a low acquisition cost. – Travelers Acquisition Program Sales Matchback
“A lot of the acquisitions mailed out have been bilingual, which is very important in this area. The people liked the letter and it’s been good for us because it’s gotten us into an area that we hadn’t really concentrated on before.” – Charles Frazer, Woodside Agency
2 Acquisition
Grow your business more effectively by targeting higher quality prospects
Attention-getting mailings Includes New Mover Available in Spanish
New home? Check The right home insurance? Let’s double check.
456789
Benefits of using an independent agent• Our main goal is finding
coverage that meets YOUR needs
• We can explain the risks of not having enough protection
• And we work hard to keep it all within your budget
Sam and Sally SampleP O Box 456123 Main StreetAnytown US 12345-9999FDFDFATDDTDDFTATFADAFFDDFTFFTDDFFDAFFFTTFDTADTTTFDFDTTFTTADDTFADD
Dear Sam and Sally Sample,
John O.Agent
ABC Insurance Agency456 Main StreetP O Box 789Peoria IL 61615
John O. Agent, ACSR, CFPPersonal Lines Service [email protected]
You’ll make lifelong memories in your home, so it’s important to make sure your new insurance protects your important assets.That includes personal items like the furniture, electronics and valuables you care about — not just the loan principal your bankcares about.
At ABC Insurance Agency, we are local independent agents, and we work for you instead of an insurance company. We can explainsome of the complex scenarios for which you may want to be protected. For example, are you covered if a baseball goesthrough a window and breaks an expensive vase? We will help you understand your options so you can choose the coveragesthat meet your specific needs.Travelers is one of the reliable carriers we partner with, and you can trust we willboth be here when you need us. Here’s what you can expect:
Emergencies. Should a severe weather event or other disaster occur, Travelers canleverage their 12,000+ person claim organization and bring in additional resourcesquickly to help our community.
Multi-Policy Discount. You could save up to 20% when you also purchase anauto, boat or valuables policy with Travelers.
Service. 9 out of 10 customers who have had a claim would recommend Travelersto others.* Find out why at www.travelers.com/claim/customer-stories.
Even if your insurance payments are escrowed, we may be able to lower yourmonthly insurance payment. You do not need to wait until renewal to call us —we can help you make a switch at any time.
*Travelers 2012 personal and business insurance auto & property policyholder claim survey.This material is for informational purposes only. All statements herein are subject to the provisions, exclusions and conditions of the applicable policy. For anactual description of all coverages, terms and conditions, refer to the insurance policy. Coverages, features and discounts are subject to individual insuredsmeeting our underwriting qualifications and to availability. Individual savings may vary. Savings not guaranteed. Insurance underwritten by The Travelers IndemnityCo. and its property casualty affiliates, One Tower Square, Hartford, CT 06183. ©2013 The Travelers Companies, Inc. All rights reserved.
Call us today at 516.627.9999 ext. 2222 fora quick, FREE quote.And visit www.travelers.com/prepare-prevent for tips on maintainingyour home to help prevent damage before it happens.
Sincerely,
Welcome to your new home— from ABC Insurance Agency.
It’s important to make sure your home insurance istailored for your needs. We can help.
Los beneficios de usar un agente independiente• Nuestra meta principal es
encontrar la cobertura que satisfaga SUS necesidades
• Podemos explicar los riesgos de no tener la protección suficiente
• Y trabajamos duro para que todo se mantenga dentro de su presupuesto
Sam and Sally SampleP O Box 456123 Main StreetAnytown US 12345-9999FDFDFATDDTDDFTATFADAFFDDFTFFTDDFFDAFFFTTFDTADTTTFDFDTTFTTADDTFADD
Estimado Sam and Sally Sample,
John O.Agent
0308/C7-U cppmtest 130801001052 1
10/03/13
PL-16484-SP
ABC Insurance Agency456 Main StreetP O Box 789Peoria IL 61615
John O. Agent, ACSR, CFPPersonal Lines Service [email protected]
Usted formará recuerdos para toda la vida en su hogar, así que es importante verificar que su nuevo seguro proteja sus bienesimportantes. Eso incluye artículos personales como los muebles, artefactos electrónicos y objetos que valora — no solo el capitaldel préstamo que le importa al banco.En ABC Insurance Agency somos agentes independientes locales y trabajamos para usted en lugar de una compañía de seguros.Podemos explicarle algunas de las situaciones complejas contra las cuales tal vez desee estar protegido. Por ejemplo, ¿estácubierto si una bola de béisbol pasa por una ventana y rompe un jarrón costoso? Le ayudaremos a entender sus opcionespara que pueda escoger las coberturas que satisfagan sus necesidades específicas.Travelers es uno de los proveedores confiables con los cuales estamos asociados y usted puede confiar en que ambos estaremosaquí cuando nos necesite. Esto es lo que puede esperar:
Emergencias. Si se produce un evento meteorológico severo u otro desastre, Travelerspuede aprovechar su organización para reclamos de 12,000 personas o más y traerrecursos adicionales rápidamente para ayudar a nuestra comunidid.
Descuento multi-póliza. Usted podría ahorrar hasta el 20% si también comprauna póliza para automóvil, barco o efectos de valor con Travelers.
Servicio. 9 de cada 10 clientes que han tenido un reclamo recomendarían a Travelers aotros.* Averigüe por qué en www.travelers.com/claim/customer-stories.
Aunque sus pagos de seguro estén bajo retención, tal vez podamos bajar su pagode seguro mensual. No hace falta que espere hasta la renovación para llamarnos— podemos ayudarle a hacer un cambio en cualquier momento.
*Encuesta de 2012 sobre reclamos de tenedores de pólizas de seguros para automóviles y propiedades personales y comerciales de Travelers.Este material es exclusivamente para fines informativos. Todas las declaraciones del mismo están sujetas a las disposiciones, exclusiones y condiciones dela póliza aplicable. Para una descripción exacta de todas las coberturas, los términos y las condiciones, consulte la póliza de seguros. Las coberturas, lascaracterísticas y los descuentos dependen de que los asegurados individuales satisfagan nuestros requisitos de suscripción y de la disponibilidad. Losahorros individuales pueden variar. Los ahorros no están garantizados. El seguro es subscrito por Travelers Indemnity Co. y sus afiliados en pérdidas depropiedad, One Tower Square, Hartford, CT 06183. ©2013 The Travelers Companies, Inc. Todos los derechos reservados.
Llámenos hoy al 516.627.9999 ext. 2222para una cotización rápida y GRATIS.Y visite a www.travelers.com/prepare-prevent para consejos sobre la manera de mantenersu vivienda para ayudar a prevenir los daños antes de que ocurran.
Atentamente,
Bienvenido a su nuevo hogar— de parte de ABC Insurance Agency.
Es importante verificar que su seguro de vivienda estéa la medida de sus necesidades. Podemos ayudar.
3 Retention
mailPlus features proactive and attention-getting mailings that keep you top of mind with your customers by:
• Delivering valuable messages your customers will appreciate
• Supporting the relationship by contacting customers at key points in the policy life cycle
Helpful tip: Be sure to review the results of the Customer Satisfaction Survey in the report we provide and follow up as appropriate. This is a prime opportunity to improve relationships and initiate new sales discussions.
Month 5Month 4New policyor renewal
Welcome/ Thank you letter
FREE
Account Round postcard
Satisfaction surveyFREE
Helpful Tip postcard
Annual coverage review letter
FREE
Growth opportunity: high priority customer
Month 1 Month 2 Month 7 Month 10
Retention Plan – This time line is an example of how mailPlus can automatically send retention communications at key times during a customer’s life cycle. The Retention Plan includes select mailings fully funded by Travelers plus your choice of additional communications at an economical cost.
Increase customer loyalty and profitability
Keep your most valuable customers where they belong… with you!
Using a sophisticated rating technology developed by Travelers, combining loyalty with a Lifetime Value factor, we can identify groups of customers defined by their profitability and growth potential. This allows you to target your most valuable customers with communications that will strengthen their relationship with you and encourage them to buy additional products.
We want to help you succeed.
That’s why we’ve developed our exclusive Customer Value Segments – available only through Travelers mailPlus. Now you have an even greater advantage – critical in these tough economic times – to focus marketing efforts and keep customers where they belong… with you!
Free! Travelers is committed to helping you retain and grow your best customers by funding a portion of the Retention Program.
mailPlus works! Agents enrolled in a mailPlus Retention Plan historically have a 1.4% higher retention rate compared to agents who did not participate. Travelers Retention Program studymailPlus identifies your most valuable customers and groups them into Customer
Value Segments, allowing you to focus marketing efforts on the customers you want.
“The Retention Program is so seamless; it does not take up any of your day. And all those touches do generate a sense of loyalty with your customers.” – Tim Mossinghoff, Clayton-Hanley Insurance Agency
Lifetime value
Loyalty
Customers with future
potential growth
Best, most profitable
customers
Customer Value Segments
Premier
High priority
Priority
Future potential
Customers with growth opportunity
www.travelers.com/prepare-prevent
Sam and Sally Sample123 Main StreetP O Box 456Anywhere US 12345-9999FDFDFATDDTDDFTATFADAFFDDFTFFTDDFFDAFFFTTFDTADTTTFDFDTTFTTADDTFADD
0361/CP- cppmtest 131001001394 1 12/19/13PL - 16581
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One Tower SquareHartford, CT 06183
ABC Insurance Agency456 Main StreetP O Box 789Peoria IL 61615516.627.8888 ext. 1111
[email protected]@travelers.com
This material is for informational purposes only. Insurance underwritten by The Travelers Indemnity Company
and its property casualty affiliates, One Tower Square, Hartford, CT 06183. ©2013 The Travelers Indemnity
Company. All rights reserved.
JohnR.AgentJohn R. Agent, AAI, ARMCustomer Service Representative
At ABC Insurance Agency,we know that reducing risk is important for peace of mind.
So we wanted you to know about a valuable resource that can help:• Get tips on preparing for and getting through hurricanes,
tornadoes and other natural disasters.• Learn how to better maintain your home all year round,
and make it a safer place to live.• Get driving tips that can help everyone in your family be
a safer driver and protect against auto theft.
• Find out the best ways to avoid being a victim of identity theft.
All this and more is wating for you at www.travelers.com/prepare-prevent.
Why not vist today? It is never too early to prepare for the unexpected.
We want to help you be ready for whatever comes your way.
Maybe you can’t predict the future, but you can prepare for it.
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4 Rounding/Cross sell
Available in Spanish
mailPlus can help you sell different lines of business – and maximize customer profitability and retention – by turning monoline policyholders into multiline customers. Targeted mailings help you round:
• Homeowners insurance to auto customers
• Auto insurance to homeowners customers
• Boat, valuable items and umbrella policies to all of your customers
• Personal insurance to commercial customers
Helpful tip: Take a step-by-step approach to improving rounding.
1. Limit the number of mailings you send at any one time.
2. Use the report we provide to make follow-up calls to each customer.
Boost customer profitability
Purchase your home and auto insurance from Travelers and you could save on both!
Hear from other Travelers customersTravelers.com/claim/customer-storiesFind helpful tips to protect your auto, home and property Travelers.com/prepare-preventCreate/Access your own online accountMytravelers.com
Sam and Sally Sample123 Main StreetPO Box 456Anytown US 12345-9999FDFDFATDDTDDFTATFADAFFDDFTFFTDDFFDAFFFTTFDTADTTTFDFDTTFTTADDTFADD
0244/CP-U cppmtest 131001001394 1 11/12/13PL - 16495
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One Tower SquareHartford, CT 06183ABC Insurance Agency456 Main StreetP O Box 789Peoria IL 61615516.627.9999 ext. [email protected]@travelers.com
Dear Sam and Sally Sample,You already insure your home with Travelers; purchasing auto insurance from them as well
may qualify you for a multi-policy discount of up to 15% on each. Additional money-saving
opportunities for which you may qualify are also available:• Safe Driver Advantage• New Car Discount• Homeowner Discount
• Multi-Car Discount• Hybrid Auto Discount• Driver Training Discount
Travelers can provide you with a great set of options for coverage, limits and deductibles;
we can help you choose the combination that best meets your needs. And you do not need
to wait for your policy to renew! Call us today at 516.627.9999 ext. 2222 to learn about
the savings that could be waiting for you.John O.AgentJohn O. Agent, ACSR, CFPPersonal Lines Service Team
This material is for informational purposes only. Coverages, features and discounts are subject to individual insureds meeting our
underwriting qualifications and to availability. Individual savings may vary. Savings not guaranteed. Insurance underwritten by The
Travelers Indemnity Company and its property casualty affiliates, One Tower Square, Hartford, CT 06183. ©2013 The Travelers
Indemnity Company. All rights reserved.
You could drive your home insurance premiums down by up to 15%.
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mailPlus Rounding mailings generated an average of $2.13 commission per $1.00 in 2012. – Travelers Rounding Program Sales Matchback
“I worked out a mailing to all of our existing Travelers customers, and that mailing was phenomenal. We got more calls than any other mailing we’ve ever done, and it helped us with account rounding.” – Nancy Buttine, John Buttine Inc.
5 Referral/Win back/Value-added
Referrals are a great way to grow your business. mailPlus helps you get referrals with “Thank You” mailings that show your appreciation for the business and politely ask your customers to share your name with people they know.
Winning back former customers is easier than acquiring new ones. mailPlus makes it even easier with a personal letter or postcard you can send to former customers letting them know you value their business and want them back.
Reaffirm your value and your customers’ decision to buy from you with mailPlus’ Value-Added mailings:
Helpful tip: • Schedule your mailings when you
know you can follow up with a phone call. Use our reports to track your communications.
• Use Value-Added mailings to keep your name top of mind as a trusted source of vital information.
• Annual coverage review letters
• New Year’s greeting card
• Automatic payment plan letter
• We’ve moved postcard
Get leads from your customers
Bring your customers back
Show your customers you care
Value-added, Win back and Referral mailings build business and customer loyalty.
Personalized Address Labels Enclosed
TRV/DW-REFL-105
“ thank you ”from your agentA special
PRSRT STD
U.S. POSTAGE
PAID
TRAVELERS
die linesFPO
Have you been getting the insurance value you deserve?
<Sample A. Sample>:
We miss you as a former customer of ABC Insurance Agency. If you didn’t get the extra services you expected, we would like another chance to prove ourselves to you with the better insurance value we offer.
• I’llbeyourpersonal adviser, to help you get the right coverages for your situation by staying on top of liability laws and other insurance matters.
• I’llbeyourtrustworthy advocate, working hard to get you the right price and the best claim service for your dollar from top-rated insurance carriers.
• Itisourgoaltoprovidesuperiorcustomerserviceandultimatelygiveyoupeace of mind when it comes to meeting your insurance needs.
We would love to have you as a customer again. Call me today at 111.123.4567 for a free quote and coverage review.
Sincerely,
Sample A. AgentSample A. AgentABC Insurance Agency
Have you been getting the insurance value you deserve?
<Sample A. Sample>:
We miss you as a former customer of ABC Insurance Agency. If you didn’t get the extra services you expected, we would like another chance to prove ourselves to you with the better insurance value we offer.
• I’llbeyourpersonal adviser, to help you get the right coverages for your situation by staying on top of liability laws and other insurance matters.
• I’llbeyourtrustworthy advocate, working hard to get you the right price and the best claim service for your dollar from top-rated insurance carriers.
• Itisourgoaltoprovidesuperiorcustomerserviceandultimatelygiveyoupeace of mind when it comes to meeting your insurance needs.
We would love to have you as a customer again. Call me today at 111.123.4567 for a free quote and coverage review.
Sincerely,
Sample A. AgentSample A. AgentABC Insurance Agency
Sample A. Sample 123 Main Street Apt. AAnytown, US 12345-6789
s1234567890s
Sample A. Sample 123 Main Street Apt. AAnytown, US 12345-6789
s1234567890s
Sample A. Agent, XXX, YYYABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789111.123.4567 ext.1234 Fax 111.222.2222www.insuranceagent.com
Sample A. Agent, XXX, YYYABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789111.123.4567 ext.1234 Fax 111.222.2222www.insuranceagent.com
Agency logo
Agency logo
PRSRT STDU.S. POSTAGE
PAIDTRAVELERS
PRSRT STDU.S. POSTAGE
PAIDTRAVELERS
000/xx-x xxxxxxx000000000000 00000/00/00
000/xx-x xxxxxxx000000000000 00000/00/00
ABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789
ABC Insurance Agency123 Agent StreetSte BAnytown, US 12345-6789
TRV
/PC
-WB
CK-
41
6
TRV
/PC
-WB
CK-
41
6
Did switching leave you out in the cold?
Come back today for a better insurance value.
Did switching leave you out in the cold?
Come back today for a better insurance value.
Here for you year after year.
Dear <Sample Customer>,
Happy New Year from all of us at <ABC Insurance Agency> and Travelers!
A brand new year is the perfect time to thank you for your business, and welcome the opportunity to continue serving you. Here’s to wishing you peace and security throughout 2014.
Sincerely,
Sample Agent
<Sample Agent>
P.S. If the holidays bring you good fortune, call us to help make sure your valuables are adequately protected from fire, theft or other damage.
ABC Insurance AgencyBusiness Hours: xxxx111.123.4567 ext. 2222, Fax [email protected]
000/xx-x xxxxxxx000000000000 000PL-16503
Sam Sample 123 Main Street P.O. Box 456Anytown, US 12345-6789
PRSRT STDU.S. POSTAGE
PAIDTRAVELERS
The Travelers CompaniesOne Tower SquareHartford, CT 06183
Referral
Win back
Value-added
6 How do I get started?
The Travelers Indemnity Company and its property casualty affiliates. One Tower Square, Hartford, CT 06183
This material is for informational purposes only. All statements herein are subject to the provisions, exclusions and conditions of the applicable policy. For an actual description of all coverages, terms and conditions, refer to the insurance policy. Coverages are subject to individual insureds meeting our underwriting qualifications and to state availability.
© 2014 The Travelers Indemnity Company. All rights reserved. Travelers and the Travelers Umbrella logo are registered trademarks of The Travelers Indemnity Company in the U.S. and other countries. PL-13999 Rev. 4-14
Enrolling in a program or placing a single order is easy and affordable. Visit the mailPlus website to view the various products, campaign customization options or a demonstration on how to order.
Visit Travelers Agent HQSM (https://logon.travelers.com)• Click on the Sales and Marketing link and select Personal
Insurance Toolkit
• Browse toolkitPlus that includes mailPlus products
• Access the mailPlus site directly by selecting the link within the Find/Order Materials section of the toolkitPlus
Can my communications be personalized?
Yes. Each mailing can include your logo, address and agency name in the letter as well as important information such as contact phone number and email address.
Will I get to see a proof of my order?
Absolutely. You will have an opportunity to view the finished product on screen before the materials are produced and mailed.
How will I know the status of my mailings?
You will receive an email verification when your order processes that will summarize your order selections, total number of names selected and the cost associated with your order. Prior to the mail drop, you will receive a follow-up notification that will direct you to your Order History to download your follow-up list. This list includes the names of the customers and prospects who received mailings, and what mailings they received. You can use this list to schedule and track your follow-up calls.
How much does mailPlus cost?
Select pieces in the Retention Plan are fully subsidized by Travelers at no cost to you. All other communications are individually priced starting at $0.60 each. That’s far less than what you would pay to produce the materials yourself.
How do I pay for mailPlus?
It’s easy! You can use your VISA, MasterCard or American Express. Your credit card can be securely added to your profile so all you have to do is select it from a convenient drop-down menu when placing orders.
Visit mailPlus to start growing your business today! If you have questions or would like assistance, you can:• Call your Travelers sales executive • Contact technical support at 888.872.8121 or [email protected]
