As an insurance email marketer, there are a number of do’s and don’ts that should be an important part of the strategy. In this new year, taking the time to reassess and develop new objectives should be a high priority. There may have been a number of things that did not work in the old strategy. Setting new resolutions to have an effective reach to your target market is key. When seeking insurance leads, here are a few to consider:
Be sure the sender is aware
We all know you should not send emails to prospects or customers that have not opted into your system but it’s done every day. Be a proactive agent and avoid this practice. It hurts the brand and actually deters customers from using your services when looking for items such as home insurance in Florida. Read more about when to send emails here.
Get help when you need it
It’s easy to think you can do it all, or that you know what you are doing. If you’re new to email marketing, soliciting help from someone who has been doing it for a while – and successfully – could be your best asset. Partner with an expert or designer that can show you the ropes.
Be personal
Customers expect a personal experience and it’s your job to provide that. You don’t want customers who are looking for Florida Homeowners Insurance to migrate to another vendor who is providing a great customer experience, and you don’t want your emails to be labeled as spam. Personalized content lets them know the message is for them, and you’ve taken the time to give them what they want.
Test, test, and test again
Although many companies don’t invest the time to test messages, this is the way to go. You need to know what works and what doesn’t; what headlines are attracting customers, and what emails garner the most click-throughs. With this data, you can make better messages and attract the audience you desire.
Be specific
Don’t put too many promotions in one email. Stick to the subject and be clear. Customers want to know what you have to offer and don’t want to be bombarded. If you must, include a call to action at the end that will direct them to an area where they can get more information. Your emails should be specific and to the point.
These resolutions should help you stay on the right side of the customer, and give you leverage in the marketplace in your email marketing for insurance agents. If you haven’t done any of these things in your previous communication, now is the time. Resolve to be better and do better in the New Year!
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