Higos treasures clients with emails

Higos Insurance Services is introducing improvements to its communications strategy by developing specialist teams throughout its 14-branch network.

The Somerset-based firm is aware that it may not communicate with clients between renewals, and staff will in future be emailing policyholders during the gap.

Marketing manager Neil Wyatt explains: “The aim is to improve communication between broker and client, talking to them in a timely way, providing useful updates and an invitation to get in contact through regular e-mails.”

According to Mr Wyatt, the key to an effective e-mail campaign is to ensure the content is pertinent and not too frequent.

He adds: “It is vital that the client doesn’t feel bombarded with overtly sales-like content on a regular basis, which is why we are planning on reaching out to our clients three times a year at the most and ensuring our content includes topical, relevant information.”

Apparently, summer updates on travel insurance and any issues facing travellers, such as the Swine Flu epidemic, will fit the bill.

In terms of cost effective communication, Higos calculates that each email will cost the firm around 1p.

Last month, the broker reported that the business had grown by 10% over the past year, despite the economic downturn.

The firm’s managing director, Ian Gosden, put the success down to an early decision “not to bury our heads in the sand” and instead focus on services, staff training and relationships with clients.