Business insurance holders are increasingly turning to email marketing as a way of retaining their existing customers, an expert asserts.
Eric Groves, senior vice president of global market development at Constant Contact, claims the most effective way of securing future sales opportunities is to work with their existing clients.
He recommends investing in this area as a way of increasing competitivity and ensuring the firm remains their first choice.
Customer service is the key method of obtaining higher profit margins and is the area business insurance holders must tackle if this is to be achieved, he asserts.
Mr Groves states: "If you were to look at your most cost-effective acquisition channel, odds are good that word-of-mouth would top the list."
Suggesting these prospects have no marketing cost, he says they often convert well as the customer puts their reputation on the line for their business.
According to the Chartered Institute of Marketing, two thirds of industry professionals see marketing as the key to obtaining future prospects for business insurance holders during the downturn.
