By Jeff L Neilson
According to a recent ExactTarget survey, 77% of consumers prefer to receive communication through email than any other channel. Insurance email marketing may not be as hip as social media, but the truth is it takes a lot of trial and error to find out what works best for a particular insurance agency.
It can take a lot of time to test different insurance marketing strategies, so here are some tips that can make the whole process a bit easier:
Keep email content short and precise
Brevity is key in email content because the point of email is to get readers to take a desired action. For instance, filling out a quote form, liking the company Facebook page, or requesting additional information. Make sure whatever is written is brief and to the point. The average subscriber reads an email in less than 10 seconds, so make that time count by providing persuasive, scan-worthy information and a compelling call to action.
Don't forget to include links to any social media pages and, most importantly, links to a landing page where the subscriber can take the action required to make them a potential customer. Make sure images also link to the landing page.
Avoid landing in recipients' spam folders
It's a waste of time to create an email that ends up going directly into a subscriber's spam folder. There are a number of ways to end up there. For instance, using words like "free," "act now," and "offer" in the subject line and content, overusing punctuation or having all caps in the subject line, and not complying with CAN-SPAM laws. Applying any of these methods increases the likelihood of emails going into email recipients' spam folders.
Using email for retention
Email is an effective way to keep the agency's brand in front of clients throughout the year. Quarterly insurance tips or newsletters are great ways to provide useful and entertaining information. Periodic weather alerts and even birthday emails, sent out on each client's birthday could be successful retention tools as well.
What's most important is to make sure each email has a specific purpose that adds value to recipients' inboxes. Whether the goal is to convert email subscribers into buyers, retain current clients, or find new ones, insurance email marketing is an effective method to do so. It's been proven time and time again by industry studies how effective email is at retaining consumers and convincing them to take action.
Jeff Neilson is the CEO and Founder of Agency Tsunami which is a digital Insurance Marketing solution for Search Engine Optimization and Social Media Marketing.
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