How Agents Can Nail Email Marketing

Selling insurance is an art that needs practice from time to time. Many insurance agents sponsor area events, send emails to their communities and even advertise in local newspapers to build a solid client base. Recently, email marketing has been an excellent tool that helps increase market awareness for agents. 

Many people check their emails daily; whether they are getting coffee or just shopping for groceries, it is a common habit to glance through one’s phone quickly. Email marketing has vast potential and needs to be part of your marketing plan. Below are some tips on how best to set your email marketing. 

Write Your Email Marketing Plan

Having a goal and a strategy is always a good place to start; this will help guide your actions and constantly reevaluate them. You can start with:

1. Who will receive your emails? Are they existing customers, vendors, or prospects?
2. What is the message in your email? Are you trying to sell a product or create awareness for a new service that you are offering?
3. State your goals. Do you want people to sign up for a promo or request quotes on your site? Are you trying to convert prospects to customers?

Find Your Content

Regular content helps keep your email campaign at the top. You can focus on some great insurance topics like adequate insurance coverage, new stories with insurance, new offers from your company, and industry stories. Test your emails before sending them out, and always check the subject line and email body.

Try to avoid clickbait but also avoid boring subject lines. Clickbait will make you lose customers, while boring subject lines will prevent people from opening your emails. Use catchy subject lines that also deliver quality content when opened. For example, instead of using “, Insurance Coverage Has Many Benefits,” you can try “Read How Adequate Insurance Saved Whitney’s life.” The latter is more catchy and still conversational; it almost sounds like a testimonial. 

You need to send important messages to your prospects and avoid generic and plain emails to stand out with email marketing. Always include graphics, pictures, gif, and any other type of aesthetically pleasing elements for visual stimulation. 

Before sending out emails, test them by sending one to yourself and close friends first. This will help with the structure and general outlook of the mail. Check for font size, theme, and visual appearance too. Proofread your emails and check for any broken links too. You can also send emails to different mail providers like yahoo and Gmail to check delivery and format.

How Often Will You Send These Emails?

After creating your email list, you must decide on how often you communicate with your audience. Avoid spamming recipients with so many emails and avoid not sending any at all. Try to find a balance between consistency and quality. 

Every day, sending an email will appear intrusive, but sending one email a month seems calm, and your audience might lose interest real quick. Aim for one email a week or two; this ensures a fair balance for your audience. The email frequency also depends on the content of these emails. Clients will appreciate important information on pricing or policy change but never send an email just because you feel like it. Every email must have an objective and message. 

Work With a Campaign Schedule

Sending out emails at a particular time is excellent, but it might not be possible with your current schedule. You can plan your campaigns with these:

• Day one: Outline the ideas you wish to share in your emails
• Day two: Add content to these outline and add images or any other artwork
• Day three: Use your email campaign provider (MailChimp or ConverKit) to create a campaign. Send the final copy to yourself and friends to help cross-check.
• Day four: Send out the emails

Email List Management

Always keep your contact list up to date because this helps to grow your email list. Send out reconfirmation emails to your recipients. Some of these email marketing tools come with plugins that allow recipients to confirm their subscriptions automatically. 

Prune your list from time to time. Delete emails that give a “bounce-back” response(recipients didn’t get the communication). You can always reach out to them on LinkedIn for their updated email. Also, try googling their name with +email to find their recent contact info.

Also, remove those not interested in your emails; this will help you save costs down the road on your email campaigns.