Have you ever thought about how many emails you receive every year? According to the Radicati Group’s Executive Email Statistics Report, the average consumer receives about 100 emails every day. Take that number and multiply it by 365 days, and your grand total is about 36,500 emails annually.
Let’s face it, a large percentage of those emails are going straight to the trash or sitting dormant in inboxes, and it’s probably happening with the emails you send to agents and clients, too.
While some professionals believe email marketing is dead, it has actually been proven that emails are 40 times more effective at acquiring new customers than Facebook or Twitter. That’s a large conversion rate your insurance Brand is missing out on if you don’t have an email marketing strategy in place. But simply sending a mass email to your contact list isn’t enough to break through the thousands of emails your agents receive each year.
Here are 7 tips to increase email marketing metrics and ensure your insurance emails don’t end up at the bottom of the barrel.
1. Send Emails from a Real Person
Are you more intrigued by an email from insurance broker CEO John Smith or noreply@ABCInsurance.com? Sending emails from a real person instead of an unrecognizable email account will spark interest in your agents, entice them to click and learn more. Consumers are bombarded with spam on a daily basis, and an email from your general account will likely get ignored. Increase email open rates by sending from a real person at your organization and adding an email signature from the individual to make a more personal connection with recipients.
2. Write Engaging Subject Lines
Subject lines are the first item consumers see when they receive an email. This is your organization’s shot at making a first impression. Make sure you use exciting and relatable subject lines, or even add a bit of humor. This will help capture your consumer's attention and make your insurance Brand stand out among the rest. Your subject line should be creative, but you want to avoid using spam triggers such as “Quote”, “Cash” and “Save” that may cause your email to end up in the spam folder.
3. Target Buyer Personas
Knowing your audience and understanding their interests and pain points is vital to all of your marketing efforts. By understanding and clearly defining your buyer personas and their stage in the buyer’s journey, you will be able to craft emails that are targeted directly to them. Your organization may have a variety of buyer personas. Ensure you understand and have identified each one, and write your insurance emails around their wants, needs, and interests.
4. Include Noticeable Links
Recipients generally scan the copy of an email rather than read it word for word. By including links within the text, you can grab the reader’s attention and direct them to the overall purpose of the email. Make it easy for consumers by including links throughout your email to get them to take action.
5. Test Emails Before Sending
Testing your emails before they go live is like proofreading a report before you turn it in to your boss. You want to catch any mistakes and refine the email to make it perfect. By using marketing automation software, you can send test emails to your team so each member can provide feedback on the campaign before its published.
6. Keep Emails Short and Sweet
Remember, the average consumer receives about 100 emails every day. Between work, family, and personal responsibilities, agents do not have the time to shuffle through their inbox and read lengthy emails. By keeping your insurance emails short and simple, consumers will be more likely to read the entire content. Bullet points are also a great way to allow readers to quickly skim the email for useful information.
7. Optimize for Mobile
According to Campaign Monitor, one out of every three clicks within an email occurs on a mobile device. It is crucial that you keep mobile users top of mind when creating emails and other digital marketing content. Reducing image file sizes as well as investing in responsive email templates can be a great place to start to ensure your emails are optimized for mobile use.
Emails are still an effective tool to use in your insurance marketing strategy; however, it is important to optimize your emails and provide value so that your agents keep coming back for more. To learn more about effective email marketing strategies, download our free eBook, Anatomy of a Five-Star Email.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more agents to your organization. Let’s touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your insurance Brand.