Email Marketing Best Practices for Your Insurance Agency
Oh, email: we love it for its ease of use, and we hate it for the same reason. It's easy to become overwhelmed by emails. How can you ensure that you contribute in a positive way to your customers' inbox? By using best practices for email marketing, you can help your insurance clients find value in your emails. Create an insurance agency marketing campaign that uses the inbox as a valuable advertising tool.
The Advantages of Using Email for Insurance Agency Marketing
Email is a convenient way to give your prospective customers what you know they want to find. For example, if visitors to your website have opted into your email list and have downloaded your free resource about choosing the right health insurance, you know that if you send them information about these insurance products, they're a potentially receptive audience. However tempting it is to send many emails out to this ready market, you need to ensure that you send them the right message when they're ready to receive it.
1. Create a Marketing Plan
Before you write any emails, you need to know your audience. What interests them? When do they access your site, and what keywords do they use when they're searching? What's engaged them in the past? Are there subsections of your audience that have very different needs than the others? The more research you can do, the more targeted and successful your email campaign will be.
2. Make Your Subject Line Look Important
Your email will only work if it gets opened. When you're designing your email subject line, you want it to scream "I'm important!" to your reader. Use capital letters in your title, and personalize the name in the subject line whenever possible. Seeing a name helps catch your leads' eye and make them more likely to open up that email.
3. Give a Clear Offer
Before your leads open your email and when they read the first line, they should know what your offer involves. Your language needs to be clear, up front, and not sales-oriented. If you're long-winded, confused, or too sales-oriented, they may not click through. Be positive, helpful, and concise and give your readers what they're trying to find.
4. Get Creative
Make sure that your newsletter or email template remains relatively consistent, but play around within that template to use color, photos, and questions to engage your readers. When readers are visually and mentally intrigued, they're more likely to read further.
5. Make Sure You're Mobile
According to Smart Insights, people now spend more time accessing the web on their mobile devices than they do on their desktop computers. Your website is likely mobile-savvy, but are your emails? Design your email updates with mobile users in mind, and make sure that all of the sites you link to are easily accessible as well.
6. Test and Test Again
You'll learn over time what types of emails get the best response from your audience, but it's still a good idea to test your emails before you send them. Not only will your test audience pick up on any mistakes such as links that don't work, their response to different versions of your email can help you adjust before you send it to a wider audience.
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