Launching an email marketing campaign can be tough, and can feel easy to make mistakes in this new and ever-evolving field. However, independent insurance agents can’t afford to give up this valuable source of insurance leads. Rest assured that if you stay away from the basic "don’ts," you will reap the rewards of email marketing with little trouble.
DON'T Send Emails Without Permission
Everyone wants to build their email list, but if you don’t do it the right way, you risk getting penalized or even fined. Be sure that everyone on your list opts in, meaning they intentionally sign up and then confirm their signup via email. Don’t add existing contacts to your list without asking. Instead, if you already have a list you’d like to leverage, send out personal emails asking people to join by directing them to your signup page.
DON’T Rely on Yourself If You Lack Skills
Sure, you may just be trying to sell Florida homeowners insurance, but if your HTML is so terrible your email is unreadable, there’s not much point. Consult a designer or a marketing expert for help if you need it; it’s worth the money. Download our free eBook for addtional tips.
DON'T Forget to Personalize Your Content
Impersonal content seems spammy and possibly even phishy, so you don’t want that. Instead, insert a name field at the top that will adjust to the recipient’s name, as well as a company field if necessary. Once you’ve personalized it to them, personalize it to yourself as well. If you are marketing Florida homeowners insurance, for instance, be sure to say that rather than just “insurance.”
DON’T Neglect Testing
Test your content to see which send times work best, which subject lines get the most opens and which color schemes result in the most click-throughs. This is all valuable information for independent insurance agents (and anyone) to have, so don’t neglect it.
DON'T Confuse Your Audience
If the people on your email list signed on thinking they were going to learn about Florida homeowners insurance or USAA homeowners insurance, you’ll just confuse them if you send out emails about sustainable fashion. Create separate lists for all your pursuits and use each only for the topic people signed up for. Also use clear subject lines free of crazy punctuation or weird formatting, which can get your emails sent to the junk folder.
For a comprehensive tutorial on email marketing for independent insurance agents, download our free eBook here.
If you're still hungry for knowledge but need more resources, check out the 10 Best Resources for Independent Insurance Agents.
