Implementing a new email marketing tool can be confusing. If you’re like a lot of our new customers, you have lots of questions.
Let me help take the edge off. I’ve gathered some of the most common questions I get during new customer consultations and my answers.
I hope these answers will help jumpstart your email marketing journey.
How often should I sign in to our automated email marketing system?
This is a tricky question to answer because it all depends on how your insurance agency operates. It also depends on your specific email marketing needs and goals.
You or someone in your office would sign into your account at least once a week. But, if your account is getting attention at least once a month, you should still be fine.
Use this time to monitor ongoing campaigns that are always running. Check bounced email addresses. And, take note of any campaigns you’d like to start up soon.
What campaigns should I be running?
The campaigns you run should correlate with your agency’s email marketing goals.
Do you want to reach out to new prospects? A lead nurturing campaign may be right for you. Are you interested in reconnecting with old leads? A lost-lead campaign is something you want to put in place.
Or, you can stay in front of your clients through newsletters and holiday campaigns. Whatever your goals are, pick a couple to start out with. Add more once you get comfortable with your automated email marketing system.
Who should have access to the system?
Give access to whomever in your office will create and track your email campaigns. Also give access to the person updating your contact database.
If you are the only person responsible for these tasks, you’re the only one who needs access the system.
But, if this means giving access to many people, you can see about difference access levels. This way you can limit what they can view or change within your account.
How often should I update my database?
This depends on the campaigns you run and what triggers activate those campaigns.
Let’s say one or more of your campaigns revolves around the customer status for each of your clients. For example, prospects changing to customers. You need to make sure you update your database as frequently as those statuses change.
It’s always a good rule of thumb to update your records at least once per month. But, it is ideal to update once per week if your agency workflow allows it.
What questions do you have about starting an email marketing program for your agency?
About the Author
Heather Cherry provides training and support on AgencyBuzz to ITC customers, leads AgencyBuzz Academy and presents on email marketing at Masters of Marketing. She has a bachelor’s degree in rhetoric and writing from The University of Texas at Austin. Heather’s email marketing specialties include newsletters, unique content, contact segmentation, and targeted marketing. She is also a self-proclaimed social media junkie, cat lover, hopeless romantic, and music buff.Follow on Twitter More Content by Heather Cherry