Insurance policies email marketing often seems like a daunting task to insurance agencies together with brokers, because of the complexity of CAN-SPAM Act and elect in email marketing best practices. Conversely, some agents think to relax and play buy an email list and blast out an offer. At this time, email marketing is a highly nuanced method to engage both people and prospects, and should be a staple for any agency and also broker.
The goal of these initiatives should be to build a trustworthy on line relationship with both prospects and clients. Agencies and stockbrokers can utilize email marketing to extend their reach, to demonstrate know-how and to establish thought leadership. When thinking of insurance marketing with email, think of it in terms of the “Five Ws”, namely the Who seem to, What, When, Where and Why.
Who: Develop A Superior quality Prospect & Client Email List
What: Relevant Themes & Content
When: Date, Time & Frequency Service
Where: Calls to Action
Why: Lead Conversion, Insurance cover Leads
Using this famous formula, agencies and brokers will focus on the following five critical tasks when it comes to rolling out such a marketing initiative:
Assemble a high quality email marketing list, and observe opt-in best practices and CAN-SPAM regulations.
Digital content should really be educational and relevant. Talk to your audience with content that they can find beneficial.
Determine a reasonable frequency – wait as a minimum two weeks between email campaigns. As of this writing, Tuesday and Week mornings have the best open rates.
Provide clear “Calls To Action. ” CTA’s include “Register for a webinar”, “Click here to learn more” or “Sign up for this newsletter. ” It’s usually best to have one CTA per message campaign, two at most.
Determine the goal of your campaigns as well as measure the results. Use AB split tests to better perfect open and click rates. Be careful that you don’t include spammy post phrases or rush words (buy now, hurry, supply ends soon, etc . ).
As agencies and companies begin their email marketing initiative, they should take the time to create a carefully constructed lead handling process. After all, how will the leads right from these campaigns be distributed, followed up and tracked. Services and brokers should determine how to disseminate, track and also measure incoming email marketing leads.
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Lead Scoring: Which leads are actually your highest priority?
Lead Distribution: How, why as well as whom are leads distributed? What happens with: Request much more information, get a quote, newsletter subscriptions, and other type of leads?
Head Follow-up: Preferred method of follow-up for lead type by just producers.
Lead Tracking: How will you track these leads? Do you know of an agency management system that does this, or do you need to create a effortless tracking system for all your email marketing leads.
Lead Reporting: How can your agency share the results with the executive team along with producers?
Lead KPIs: Key Performance Indicators can be very attractive measuring lead gen campaigns. Examples include: Total Leads Per thirty days, Meetings Scheduled, Quotes Per Lead, Closes Per Direct, Appointment Show Rate Per Lead.
Insurance email marketing is a vital and nuanced lead generation initiative. Agents and brokers lacking the time, workforce or skills can consider outsourcing this lead generation project to a proficient insurance marketing agency.