Gone are the days of print ads and direct mail. While independent insurance agents have historically been able to rely on traditional marketing tactics to generate leads and interact with current customers, customer expectations and behaviors are shifting for good.
Previously, we explained how to set up an email campaign, how to build an email list, and how to pick an email marketing service. In this blog, we will take it one step further by providing you with tips for crafting the perfect email campaign.
Insurance Email Marketing Tips
Whether you are sending a welcome email to a new client or a weekly newsletter to current customers, there are certain things you want to always consider when developing an emailer, such as audience and tone.
- Know Your Audience: Though simple, understanding your audience is the key to a successful insurance email marketing campaign. Every prospect and customer has different needs and interests, and subscribers expect to receive content that is relevant to them. Email list segmentation, as we discussed in an earlier blog, divides your email list into more targeted groups — perhaps by coverage or occupation. Sending out specialized content to each group allows you to promote your products or services in a more personal matter. You will find success by connecting with your subscribers and providing them with useful and relevant content.
- Stay in Touch, Keep It Fresh: While daily or even weekly emails may be counterproductive (not to mention time-consuming), a regular bi-weekly or monthly message can help you stay top of mind with subscribers. Try to vary the type of messages you send out, and refrain from simply sending out only promotions. You can share industry updates, business-related news, blogs, and more. By presenting yourself as helpful and informative, not salesy, people will be more inclined to reach out.
- Short and Sweet: Emails need to be clear and concise. The goal is that subscribers go beyond simply opening the email, to read, and ultimately act on, the message. Keep your emails simple and to the point, don’t go for the verbose hard sale. Avoid having multiple calls to action in one email, as it may leave readers confused and/or annoyed. If they find your email compelling enough, they will pursue it on their own.
- Make it Readable: Just because a subscriber is taking the time to open your email does not mean they want to be met with paragraphs of text. Structure your email so that it breaks content into digestible chunks, with lots of space, subheadings, short paragraphs, and bullet points when applicable. If possible, try using a graphic. And if necessary, use a “read more” link after a brief article to give subscribers the option to learn more.
- Grab Their Attention with the Subject Line: The subject line is the first thing a subscriber will see; it is the deciding factor between trashing or reading an email. Keep subject lines short and to the point. If humor goes with your branding strategy, then use it. If not, imbue it with enough personality to draw in readers while still remaining professional.
Mastering the art of email marketing does not happen overnight. It takes time and consistent effort. At the end of the day, your job is not to create stellar emails, it is to sell insurance. And that’s okay. Focus on authenticity, and keep it simple by taking a step by step approach.