Email is a powerful marketing tool in today’s digital age. However, because it is so common, it’s easy for your prospecting email to get lost among hundreds of others in a recipient’s inbox. In this blog, we’re going to discuss some insurance email marketing tips to help insurance brokers make the most of this medium to drive sales.
Focus on your subject line
Your subject line is the primary part of your email that will determine whether a recipient opens it, ignores it or deletes it. Don’t make the mistake of spending all of your time writing your email, then dashing off a subject line at the last minute.
Take some time to think about what type of subject line will compel your prospect to open this email. Is it a compelling question? A shocking statistic? A bold statement? Try different things to see what is effective.
Bonus tip: A few days after your original email send, resend the same email to anyone who didn’t open it the first time, but with a different subject line.
Make it personal
Obviously one of the advantages to insurance email marketing is the ability to send mass emails—but you don’t necessarily want your prospect to know or feel like they’re getting a generic mass message. Here are a few ways to keep it personal:
- Segment your prospecting list by group size, location, pain point or other relevant attribute. Then send messages to those smaller groups with targeted content aimed at that particular group.
- Instead of a generic greeting, set up your email templates to fill in the recipient’s first name, so each email comes across as personal.
- Write in a personal voice, as if you were writing to just one person, rather than a more corporate tone.
Provide value first
The majority of your emails should not be intended primarily to sell or pitch your services. Prospects get pitched every day, and those emails likely end up in the trash without even being read. Instead, provide value to the prospectthrough educational resources that will help their business, and create a relationship built on trust and value.
Avoid spam words
Every email provider is different, but it is a best practice to avoid certain words to prevent your email from landing in the spam folder of your recipient. Think of words that may automatically trigger a spam filter, such as “free,” “win,” “cash,” and similar words. Try to use synonyms instead just to be safe.
Measure your results
One of the benefits of using email marketing as a prospecting technique is the ability to measure results. Keep track of how many people are opening and clicking on various emails and try to spot trends. Are certain days or times of day more effective for sending emails? Are certain types of subject lines getting better results? Measuring results and trends will help you improve your process and continually improve your results.
Interested in more marketing tips for insurance brokers? Be sure to download our newest resource, The Insurance Broker’s Ultimate Guide to Prospecting.