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BizReport : Email Marketing : April 07, 2010

Email proves itself for NYLife agent

Investment minded consumers will always jump at an offer, right? Actually, wrong. Smart investors research, question and research some more. And when it comes to marketing to these investments minded consumers email may be an area where brands can expand. At least that is the takeaway after one New York Life Insurance Company agent deployed Nurture Institute's E-Mail Assistant - and engaged its consumer base.

by Kristina Knight

Before utilizing the email engine Brian Ruh, one of New York Life's top agents, used newsletters and snail mail to reach his consumer base. The problem? Physical mailings are harder to track than emails.

"We had no means to track which prospects were interested in specific investment opportunities. We quickly realized that we needed a system that can help automate this process, deliver personalized messages and provide us with a detailed reporting to track all campaigns. Additionally, moving to paperless process allows us to be environmentally conscious which is appreciated by many of the organizations we are targeting," said Mr. Ruh.

Using the E-Mail Assistant, Ruh was able to track and manage campaigns and mailings sent to his customers, personalizing messages for better effect. After four e-mail campaigns, he has created 30 'executive level' leads, made 7 meetings and secured one multi-million dollar sale.

"Now, we can focus our efforts on [consumers] that clicked through, and as a result can be more proactive with our follow-up. This has enabled us to close business faster while responding to the needs of our customers and prospects," said Mr. Ruh.

Tags: E-Mail Assistant, email campaign, email marketing, email message, email metrics, Nurture Institute

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