Arguably one of the best ways to gain referrals, email marketing is often overlooked by insurance agents.
Instead of spending money purchasing new lead lists, utilizing your current list of policyholders to gain referrals is a free way to grow your list organically.
Don't believe us that email is worth your time? Hubspot noted that 78% of marketers had seen an increase in engagement with email in 2020.
In this post, we're going to go over ten tips to ensure your next email campaign will allow you to stay top-of-mind to your current policyholders and new leads.
Determine Your Goal
Before you start, think about what you want your goal to be. Do you want to get more leads? Be top-of-mind? Sell a particular product or service?
When it comes to a successful email campaign, as counter-intuitive as it sounds: don't sell. Knowing that, think of how you can still offer helpful information to keep your contacts engaged.
Think Like a Consumer
As you start thinking of what sort of content you want to create to meet your goal, make sure you look at it from your contact perspective. What information will be most beneficial? What expertise can you bring to the table that will encourage them to continue to engage with you? Put yourself in this position as you strategize what you'd like to say and how you want to achieve your goal.
Use a Clean and Targeted List
Not every email you send out will be the same across the board - some may be specifically for existing contacts, while some may be for referrals or even cold leads.
Ensure that you're enrolling the right people in the suitable campaigns as you set up your email series. Using this method will guarantee you aren't turning people off by sending them information that's not relevant to where they're in the sales journey.
Create Your Calendar
Decide how often you want to send out emails to your contacts. If you're going to test and build momentum down the road, start by looking at the different seasons and send out emails once a month.
What time of year do you notice people looking at specific services? Use this as your guide when crafting copy for your emails and deciding when to send out your communications.
Write and Follow-up
The most effective emails are short and easy to scan. The basic layout should include a graphic, purposeful copy (such as tips or information on you and the services you offer), and a clear call-to-action. Too much information can put people off, so bear this in mind as you plan your messaging.
Examples could be as simple as safety around the home, things you should include in a roadside emergency kit, BBQ safety during the summer, etc. Show your clients that you care about things that are important to them, not just their business.
Subject Lines Matter
The first touchpoint you have is your email's subject line: make sure it grabs their attention.
A great strategy includes emojis in your subject to stand out, but make sure they're appropriate to the message you're sending (no poop emojis, please).
Using personalization, like including their first name in the subject, is another excellent way to show your email isn't just another canned communication.
Run a Referral Contest
If you're able to, offer a referral contest among your current policyholders with a prize like a $20 Amazon Gift Card for every referral, or enter them into a drawing for a big-ticket item.
This sort of campaign could be done quarterly or at least twice a year to keep your policyholders engaged.
Use Clear Calls to Action
Make sure your messaging isn't confusing - the main takeaway or action you want them to take should be clear.
Want referrals? Repeat this call to action at least twice in your communication and make it very clear what you're asking them to do.
Allow Them to Opt-Out
An essential aspect of all marketing campaigns includes the option for people to unsubscribe to your communications as part of the FTC's CAN-SPAM guidelines, and non-compliance can have severe repercussions if not followed.
Check Your Stats
After your campaign has ended, look at the statistics to see how it performed. How were the open rates? Click rates? Did any of the emails bounce due to bad email addresses?
Looking at this data will be a great way to measure if the methods you're using are working. If you want to A/B test a campaign, make sure you only change one thing in your next communication: perhaps different visuals, a new CTA, or a non-personalized subject line.
From digital setup and design to detailed data reports, our Insurance Marketing package delivers everything you need for an effective, life-changing 12-month digital marketing campaign. Learn more and schedule a time to speak with me.