Client Email Marketing for Insurance Agents
Email marketing can be one of the most efficient and cost effective ways to market to your existing and potential clients. Here are some tips to make sure you’re getting the most out of your email marketing campaigns.
1.) Don’t Spam
Make sure everyone on your list asked to be on it, and give them a simple way to get off of it.
Spam is a huge problem. No one likes having their in-box cluttered with emails they didn’t ask to receive.
For your existing clients, it’s probably okay to include them on your email list since there is an existing relationship there, but don’t take it personally if they unsubscribe. Make it a practice for your agents and CSRs to ask for new client’s emails and make sure you tell them you will be adding them to your email newsletter.
Prospective clients are a little trickier. If you’re talking to them and they give you their card, or tell you their email address, simply ask them if they’d mind if you added them to your newsletter list. Most will probably say yes. If you exhibit at an event, you can ask for business cards for a drawing, but make sure you have a sign somewhere noting that you’ll also add them to your email newsletter. Give them the option of writing “No Newsletter” on their card if they don’t want to be added.
Do not buy a list of emails and expect that those individuals will want to be added to your newsletter list. If you do, you’re a spammer and you will be flagged as such.
2.) Format your emails for Success
Include some professional, attention-getting images. Emails, blog posts and social media posts with images always perform better than those without.
Keep it short and simple – no one wants to read anything lengthy. If you do have a lot of content you want to share, give a brief synopsis and then link to the full article.
Make it personal. Try to include a personal message from a staff member or agency principal with each email.
Have the “From” and “Reply To” be from a real person. Getting an email newsletter from firstname.lastname@example.org is much less personal than email@example.com
3.) Take care of “when” you send your email newsletter
An email newsletter sent late on a Sunday night or early on a Monday morning become part of the “Monday inbox clutter”. Most people come into the office on Monday morning and then spend 10 minutes ruthlessly deleting all the spam that accumulated over the weekend. You don’t want your email newsletter to be part of the Monday purge. Likewise, late in the day on a Friday is also unlikely to be read. For business prospects, late morning or early afternoon on a Tuesday, Wednesday or Thursday would be ideal. For consumers, you might consider a Saturday morning email or early evening during the week.
4) Track your emails
Tools are available to track how many people receive your email, how many view it, and how many click on links in your email. This is all useful information that can help you hone in on the effectiveness of your email marketing for your specific audience.
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