Do you have email woes galore? If you're thinking that it's time to switch to a new email marketing program, it probably is. What are the signs that your email marketing is not working for your insurance agency?
1. You Can't Find the Information You Need
Many people still manage email lists by hand. They manually add all of the emails onto the list, and they may keep it as an internal list or manage it through a program like Excel. While it's possible to manage client data in this way, it's potentially insecure and it's also terribly difficult to find what you need. If you'd like to determine whether a client is already on your email list or connect a client's new email address to other data, you can't do that. Instead of spending time searching through your email lists, choose an email marketing provider that synchronizes with your CRM so that you can bring together customer data and metrics such as open rates. A program such as Constant Contact will allow you to create a smoother, more functional list.
2. You're Doing Too Much By Hand
If you fail to automate a lot of email marketing, you'll find yourself sending the same emails over and over to prospective clients. Your employees also spend a lot of time doing manual updates to your email list. This is not only a waste of time, but it's very boring for your employees. Use their skills to your advantage rather than assigning them busywork. By implementing a new email marketing program that allows you to automate segments of your sales process such as invoicing or new client follow-ups, you can focus your attention on those clients who have more involved questions or require a personal follow up.
3. You Don't Get Data From Your Marketing
Do you wonder how your email campaign actually went? If you're curious about the results of your email marketing campaign, you may not have the right marketing program. Many marketing programs such as Constant Contact can give you information about how a campaign went which means you can see how your clients reacted and what you might want to do differently next time.
An email list that you run by yourself can't do this, and you'll be left guessing as to how many people opened your email and how many people clicked on the information inside.
4. You Can't Reach the Right Audience
You really want to connect with young families who might be moving from their first apartment into their first stand-alone home, but you're not quite sure how to get in touch with that audience. An email blast to all of your insurance clients would hit everyone, including seniors who have been in their homes for many years. With an email marketing program, you can segment your audience so that you can send out an email to everyone or decide that you'd just like to send that email to one particular part of your list. According to the Digital Marketing Institute, "Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle." While automation might sound impersonal, it actually allows your emails to be much more targeted and personal at the beginning of the sales cycle.
At American Agents Alliance, we're dedicated to helping your insurance agency succeed. If you're frustrated with your email program, talk to us about discounts on programs such as Constant Contact and our many other membership benefits.