Marketers sent 838 billion emails in 2013, and that’s not the only statistic that proves that email is still a relevant marketing tool. Since email is a key function in inbound marketing, your insurance organization needs to be using it as part of your overall marketing strategy. However, with so many emails cluttering independent agents’ and brokers’ inboxes, your insurance Brand needs a way to catch their attention and avoid becoming “graymail.”
Integrate the following 8 best practices into your insurance Brand’s email marketing campaigns to stand out in both current and potential independent agents’ inboxes.
1. Email Lists
Before you start writing copy for an email, stop and consider who’s going to receive it. Where did you get those emails? If you bought or forged an email list, you need to stop right there. You’re setting yourself up for failure since you can’t nurture an uninterested cold email lead.
Instead, build your email list organically by allowing current and potential agents to opt-in to receive emails from your organization. You can encourage agents and brokers to give you their email and other information by offering an incentive – like downloadable content, a monthly newsletter, or a special offer.
2. Targeted Emails
Now that your insurance organization has its organic email list, don’t send them all generic, blanket emails. Those emails read as very impersonal and are often inaccurate. A little segmentation can go a long way when it comes to insurance email marketing. Not all of your independent agents are going to be interested in the same information.
Use your insurance Brand’s agent personas to create more personalized emails. By developing emails around a certain agent persona, your Brand’s emails will feel more personalized and relevant to the agents receiving the emails. If your organization can capture more information about agents such as their name, you can utilize that by personalizing your emails even further.
There’s one more often forgotten detail to consider when personalizing your emails. Who is the email coming from? Your organization wants to make sure that you’re not using a no-reply email or a name that agents won’t recognize, so use a familiar sender name.
4. Subject Lines
Arguably the most important part of an email is the subject line. Trying to stand out in a sea of emails and grab agents’ attention is challenging, so your insurance Brand needs to get creative. But at the same time, you need to give agents enough information to intrigue them without being too wordy.
Follow these seven tips and best practices when crafting email subject lines:
- Use small, personalized touches by using “you” and “your” to make your agents feel special.
- Don’t lie, make false promises or give misleading headlines.
- Tell agents what’s in the email.
- Create a sense of urgency with deadlines such as “today only” or “for a limited time.”
- Use action-oriented verbs like “Join us for our upcoming workshop,” instead of “Upcoming workshop sign up.”
- Keep it concise to prevent part of the subject line being cut off in agents’ inboxes.
- DON’T USE ALL CAPS OR EXCESIVE EXCLAMATION!!!!!
If the content in your emails doesn’t provide value to the agents opening them, they won’t be prompted to take action. Make sure that you’re creating relevant email content that is educational and informational.
Additionally, when planning marketing emails for your organization, create content that is shareable. By including links to informational content on your insurance website or social media pages, you encourage agents to forward your email to their friends, clients and colleagues, or share it onsocial media.
6. Mobile Compatibility
Since 2015, agents are spending more time on their phones, tablets and other mobile devices than their desktop computers. This mobile era requires your insurance Brand to adapt not only your website but your emails to be mobile compatible.
Here are some ways your Brand can create mobile-friendly emails:
- Use adaptive email templates
- Always add pre-header text
- Include large buttons for your calls-to-action (CTAs)
7. Timing and Frequency
To catch agents at the right time your emails need to be consistent, but don’t be afraid to try different days of the week, times of day or frequencies when sending out emails.
Before sending out a live email, be sure to proofread and test it. Try sending emails to a proofreader for review and feedback before they’re published.
Your insurance organization should also test different elements within your emails to see what your agents and brokers are most receptive to. Using A/B testing, or split testing, allows your insurance Brand to track which elements or your emails are working and where you need to make changes and improvements.
Want to learn more about email marketing? Email isn’t going away anytime soon, so check out our free eBook, Anatomy of a Five-Star Email.
Integrate your current insurance marketing strategies with inbound marketing’s ROI based ideas to attract more independent agents to your Brand. Let's chat and put the Hult Team’s experience to work for you. Feel free to reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can differentiate your insurance Brand.