The Consumer Decision Journey

Written by Jim Clark, Agency Marketing Coordinator for ITC - Insurance Technologies Corporation

The simple, most important goal of marketing to your insurance customers is to reach them at the moments that most influence their buying decisions. Insurance customers shop much differently today than they did ten years, five years, even two years ago. In fact the consumer decision journey is an ever-changing process. It has morphed into a multidimensional process where the customer receives information from multiple sources. Are you using the power of email to reach customers and prospects at the times the customer is making a buying decision? The Internet opens up a whole new avenue of communication to you, and the power of email is almost limitless.

The process of buying insurance that the consumer goes through is no longer the “funnel technique”, where many agencies send information and offers of quotes to customers and then let them “funnel” out the agencies they want to work with. The process has evolved into an inbound process where the customer is researching agencies online, reading marketing material sent to them by insurance agents via email, listening to recommendations of friends and family, reading customer reviews on websites, forums, and social media pages, etc. Once the customer has started their research they need to be able to find you, at the exact moment they are shopping. Your agency, now more than ever, needs to have top of mind or top of search engine presence.   

This is not to say that the tried and true traditional marketing techniques no longer work, they do. Now it is also very important to integrate your traditional marketing techniques with Internet and email marketing. These marketing techniques will help you build your online presence. They are what will drive customers to your website to learn about your agency, get an online quote, and fill out forms allowing you to capture their contact information.

It can be difficult to give all the time necessary to develop and implement an effective Internet marketing campaign. Internet marketing is a sales tool that can work for you 24 hours a day, seven days a week, 365 days a year. There is a technique to Internet marketing, from email campaigns to websites and search engine optimization. Learning and mastering this technique will help you grow your business and build ongoing, meaningful relationships with your clients. The happier your clients are the more likely they are to refer other prospects to your agency. These prospects can be turned into customers easily if you market it to them at the right times through email and personal attention. Don’t miss the email and Internet marketing revolution. Start learning the techniques now or contact an expert who will be more than happy to show you the ropes, or perhaps manage it all for you.   

Writing an Effective Email: the difference in formal and informal writing in business.

Discerning whether an email correspondence is formal or informal is an important step in writing an effective e-mail marketing piece. The etiquette is different for each type of email. So, what are the main differences between formal and informal writing?

•    When writing a formal e-mail correspondence you should only use Standard English terms. While informal writing may contain colloquial terms and slang. You should also be aware of common grammatical missteps so you can avoid them. 

•    Be aware that in formal or business writing, the use of contractions such as won’t, can’t, don’t, shouldn’t, haven’t, etc. should be avoided.  These expressions should be written in their complete form in a formal or business communication.  Will not, cannot, do not, should not, have not, etc., can be used as a contraction in an informal email or correspondence.

•    Formal writing often uses shortened, less detailed or obtuse sentences also known as using “the passive voice”. Informal writing makes use of the active voice or a more detailed sentence.
“Your quote request was received yesterday.” – Passive Voice
“Karen received your quote request yesterday at 9:30." – Active Voice

When sending a business letter, a formal tone of voice is most often used because it conveys a professional demeanor; as opposed to e-mail marketing where an informal tone is preferred by marketers. The informal tone of a marketing email tends to be friendlier and is more effective in generating positive response.


Even though a marketing email is informal, this does not mean that you should stop paying attention to grammar and the respectful manner you should use when speaking with a prospective client. This is still a business correspondence after all, and you should be thoughtful about what you say about your agency and how you say it.

The correct salutation: When writing a marketing e-mail, you should address your contacts by their first name. This creates a since of familiarity and begins to build a trusting relationship between you and your client. By using their first name in a correspondence, you’re conveying to them they may address you by your first name as well. If you’re on a first name basis with your clients, they look to you as a confidant of sorts when it comes to their insurance coverage and protecting their family. 

Never use emoticons:  Even if you’re writing an informal email, if it is business related, it’s best not to use emoticons if possible. Emoticons should only be used when writing a personal e-mail to your friends and family.

Double check your grammar and spelling:  It’s easy to overlook sloppy writing when you’re composing an email. Checking for correct spelling and grammar can be the difference between someone trusting you as an insurance professional and someone dismissing your expertise because your misuse of their, there, or they’re made you appear less than educated. Regardless of whether you are writing a formal or informal e-mail, you should take the time to proofread your message before sending it out. If you’ve spent too much time looking at one email before sending it out, have someone else take a look at your work. It’s better to have your assistant catch a mistake before an email goes out than to have 15 clients reply to your email telling you the difference between then and than.

USING ALL CAPS MAKE YOU APPEAR TO BE YELLING AT YOUR CLIENTS: Never, never, use all caps.

If you have questions about how to effectively communicate with your clients, we’re here to help. Call our office at 800-383-3482 and we will be happy to offer you solutions to market yourself as the insurance expert you really are.