Blog - Insurance & Wealth Management

You’ve done your homework: performed data analytics on last year’s campaign to identify what works and what doesn’t; explored the market to identify new media and new targeting technology to make the next campaign more effective; planned your budget with careful attention to marketing mix and spend allocation by channel for the optimal go-to-market strategy; and you have the most responsive creative to attract interest, convert leads, and ultimately enroll new members. Now what?

It’s the combination of the infrastructure, the ability to collect data across all channels and then the ability to be able to harness that data to drive insights and create messaging at a personal one-to-one level is really what’s creating competitive advantage for these organizations.

One of the things we learned last year from their research was the difference among the switcher population vs. the millennial population vs. the older population, and what their behaviors and attitudes were and what drove their decisions. I don’t expect to find new information in the '16 study, but what we do expect to see is how has the population evolved.

I think the biggest thing that we saw in the last open enrollment period was the embracing of digital channels including email as an acquisition driver.

This month's financial services report includes a new section on insurance, Interest Rate Overnight Averages, and much more.

Whether addressable marketing is a major part of your strategy today or not, in the future it will be. Here's how to start talking about it in the right way.

Today's insurance marketers still largely depend on direct mail to acquire new customers. And, there’s absolutely nothing wrong with that! In fact, this map shows the direct mail concentration in the United States today by Insurance carriers:

For the past half-century, arguably longer, families chose their healthcare coverage through their employer’s insurance benefits offering. The Affordable Care Act (ACA) created online healthcare exchange platforms and has already begun to change the way these consumers purchase healthcare insurance.