Insurance Email Marketing and
In business-to-business environments, insurance email marketing is an effective tool for:
- Recruiting new agents and promoting training and events for agents
- Insurance lead generation and insurance lead nurturing – communicating to prospective accounts and promoting your downloadable content
- Loss prevention education – communicating to insurance customers or professionals who work with your customers
- Broker sales education – communicating with your distribution network to promote sales ideas, presentation scripts and more
- Lead nurturing - following up with prospects in a helpful, strategic way to build trust and sales readiness
- Onboarding - providing helpful tip and reminders to help new clients make the most of your products and services
How will an insurance e-newsletter help grow your business?
E-newsletters help your prospects remember YOU when they’re ready to buy. By consistently communicating helpful information, you will enjoy TOP OF MIND recall in your prospects’ minds. Experts believe that it takes 13 exposures within a one-year timeframe to earn top of recall with prospective accounts. Email marketing is a cost-effective way to stay in front of these accounts. In addition, insurance enewsletters are very affordable and the results are highly trackable.
We recommend that our clients publish one blog per week and then promote those blogs via an e-newsletter format once a month to further leverage their content and generate additional website traffic.
How can we help you manage email marketing?
Our team is adept at working in a variety of email tools, from Constant Contact and MyEmma to HubSpot and Pardot, to name a few. We recommend that you obtain an email software subscription and then we will set up emails for you within your own account. Our design team creates eye-catching header images, and our copywriters create compelling copy. If you tell us what you want to achieve, we can determine the best way to make it happen. We do not provide list services.
10 Reasons Your Insurance Email Marketing May Underperform
Compared to direct mail, email marketing is inexpensive since no printing or postage is required. It's also highly measurable. You can see who clicked, what they clicked on and easily assess your response rate and ROI. Yet, despite all these advantages, many insurance email marketing campaigns aren’t as successful as they could be. If you have a nagging feeling that your campaigns could do better, these insurance marketing ideas may help solve the problem:
- The subject line doesn’t produce opens. Just like direct mail, email has to be opened before it can effectively do its job. The best subject lines are short (50 characters or less) and relevant. They should convey a benefit or evoke curiosity, but they should not read like a sales pitch. Also, for best deliverability, avoid spam words.
- The headline isn’t compelling. It happens every day – insurance industry’s leading companies squander the most important sales real estate – the email header. You have three seconds, maybe less. Make sure your header has an interesting image and a “YOU” oriented headline that hooks the reader.
- There’s no offer or call to action. You have to give readers a reason to click. If you add a free offer such as a white paper, case study, report, webinar or sales tool, your click rate will soar – sometimes by 200% or more compared to the same email with no offer. Your email has one role – to entice a reader to step into your sales funnel by completing a form. Then it’s up to your sales and marketing people to nurture the lead and close the deal.
- The email is too long. Short emails always perform better than long. I’ve seen this proven time and again. You get one introductory paragraph, and then you need to get to the offer. Leave the details for the landing page.
- There aren’t enough places to click through. I like emails that give the reader three to five places to click. The more links and buttons you have, the more click through you’ll get.
- The button or call to action is below the fold. Don’t make them scroll to click.
- The email design isn’t mobile friendly. More than half of your audience is viewing your email from a smart phone. Before you send to the masses, see what it looks like on your phone. If you have giant blank white squares where images should be, or you have to scroll around to see the point of the email, go back to the drawing board.
- Your list is bad. When it comes to email lists, you generally get what you pay for. If someone is offering to sell a list for below market rate, RUN – it probably won’t perform. Use opted-in lists from reputable sources.
- You’re hoping for a one-hit wonder. As with all types of marketing, repetition and familiarity build response. If you consistently provide good, helpful information, you’ll build trust and clicks. Once you get a lead in the door, keep nurturing the lead with helpful, personalized follow up emails.
- Your creative is stale. You can’t rerun the same email four times in a month. Ideally, you should wait six to eight weeks before resending an email to the same audience.