b2b email marketing

PSC Connect: B2B Email Marketing

Empowering authorised insurance representatives with personalised and professional email newsletters

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PSC Network Insurance Partners is Australia’s leading General Insurance Authorised Representative Network. As an Australian Financial Services Licensee, PSC Connect manages a vast network of Insurance Advisors across Australia. The company is dedicated to facilitating a unique insurance broking operation, delivering cost-effective and efficient services, and providing a broad range of bespoke insurance products through strategic relationships with insurance suppliers.

PSC Connect wanted to support their Authorised Representatives (ARs) by offering them a quarterly email newsletter service. This service aimed to facilitate regular communication between ARs and their clients, positioning the ARs as knowledgeable insurance advisors. However, with around 200 ARs, the challenge was to ensure that each newsletter appeared personalised, coming directly from the AR, complete with their name, logo, address, and contact information.

Developing customised newsletters for effective client outreach

When PSC Connect approached us, they were determined to provide their ARs with a tool that would enhance client communication and solidify their reputation as industry experts. We understood the importance of creating a seamless and personalised experience for each AR, ensuring that the newsletters would not only be informative but also reflect the individual branding of each representative.

To address this challenge, we undertook the following activities:

  • Content Development and Consultation: Identified and wrote newsletter content in consultation with PSC Connect’s Area Managers to ensure relevance and value.
  • Customised Email Templates: Developed five different email templates with various colour schemes, allowing each AR to select the one that best matched their brand identity.
  • Data Collection and Mail Merge: Collected client data from each AR and set up a sophisticated mail merge within the email templates, ensuring each newsletter included personalised details such as the AR’s name, logo, and contact information.
  • Execution and Delivery: Managed the entire process of sending out the emails to all ARs’ clients, making it appear as though the emails were sent directly from the ARs.

Orchestrating a seamless email marketing execution

Executing this project required meticulous coordination and attention to detail to ensure a seamless process from start to finish. We undertook and implemented the following: 

Research and topic selection

We began by conducting thorough research to identify up-to-date topics within the insurance industry. After consultation with the Area Managers, we selected the top three topics for each newsletter.

Content creation

With the topics identified, we proceeded to write the newsletter articles. Our goal was to create engaging and informative content that would resonate with the end clients.

Communication with ARs

To ensure accuracy and relevance, we informed ARs about the upcoming newsletter and collected updated client data, as well as any new company details (e.g., office moves, updated phone numbers). This step was crucial in maintaining the accuracy and professionalism of the newsletters.

Template customisation

We updated the email templates with the collected data and personalised details, ensuring each newsletter was customised to reflect the individual AR’s brand identity.

Approval and dispatch

After customising the templates, we communicated with ARs for final approval before sending out the emails. This step ensured that all details were accurate and approved by the ARs, maintaining a high level of professionalism in the communications.

Delivering outstanding email marketing outcomes

Our strategic approach delivered outstanding results for PSC Connect and their ARs, including:

  • Improved Communication: The newsletters facilitated the sharing of important information and updates between ARs and their clients, keeping clients informed about industry updates and other relevant information.
  • Enhanced Brand Consistency: Custom email templates allowed ARs to maintain brand consistency across all communications, promoting professionalism and reinforcing brand recognition.
  • Increased Client Engagement: Personalised emails created a more intimate communication channel, leading to higher open rates, click-through rates, and overall engagement with the content.

Unlock your business potential with expert digital marketing strategies

At The Lead Agency, we specialise in creating tailored B2B digital marketing solutions that drive exceptional results.

Our expertise in email marketing ensures that your business achieves targeted reach, impactful engagement, and robust client communication.

Secure stronger digital marketing outcomes with The Lead Agency. Contact us today for a free consultation.
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