You know how important online reviews are for your insurance agency. And, you know you need more. But how are you going to get them? All you have to do is ask.
Email is a great way to request online reviews from your clients. A targeted campaign can reach contacts at the right time to encourage positive feedback. Review campaigns can help leverage your contacts for online reviews.
Here are five things to consider when creating a review email campaign.
Email the Right Audience
Your first instinct might be to send a bulk email to everyone in your database. But, I encourage you to pause for a moment and think about your audience.
- Avoid prospects or new clients who have not had enough time to interact with your agency.
- Consider targeting clients with diverse backgrounds, coverage types, and relationships with your agency. This generates a variety of reviewer types, which can elevate your authenticity.
- Suggested audience segments: Clients with many policies, renewed policies, or successful claim resolutions.
Send at the Right Time
Timing is important for review solicitation. Happy clients generally provide happy feedback. So, ask for online reviews at the right moment to capitalize on positive experiences.
- Determine moment(s) clients feel most successful and satisfied with your agency.
- Try to send your review campaign within the first 3 days of these moments of success.
- If you plan to schedule a campaign for a specific date, spend some time thinking about your audience. When are their busy month/seasons? What other campaigns are you sending them?
- Take advantage of email automation. Trigger your review campaign based on customer history and agency interactions.
- Suggested positive experiences: After agency events, policy renewals, claim resolutions, email engagement, or additional policy purchases.
Make the Process as Easy as Possible
Subscribers tend to take the path with the least amount of friction. Your review solicitation campaign must provide an uncomplicated experience.
- Reduce the number of steps recipients have to take. Don’t make them search to find your insurance agency on popular review websites. Instead, make the link in your email point to your agency’s dedicated review section or page. Make things even easier by using a review link generator. It will create a direct URL to a blank, ready-to-fill review submission.
- Quote previous online reviews to give clients an idea of what to include in their own review.
- Highlight how quick and easy it is to leave an online review.
- Google requires reviewers to have a Gmail account. Look at only targeting contacts with Gmail addresses for Google reviews.
Give Recipients a Reason to Engage
Every email you send needs to provide value to the recipient. Your online review campaign isn’t any different. Make sure your message compels subscribers to engage.
- Appeal to the natural human desire to help others. Tell subscribers how feedback helps current and potential clients.
- Run contests or drawings for completed online review submissions. Prizes can be swag from your agency or local business discounts/coupons.
- Have clients mention their agent in online reviews to reward the employee.
- Let clients know how much you appreciate their comments.
Have a Plan for Responding to Reviews
Once the review campaign dispatches, you should start seeing online reviews come in. Make sure you have a plan for fielding responses.
- Schedule review campaigns for when your staff can resolve, and reply to both negative and positive responses.
- Avoid the instinct to remove any negative reviews. Instead, respond appropriately and professionally.
- To stay compliant with review website etiquette, don’t explicitly ask for reviews. Use the phrase, “Find us” instead of “Review us.”
- Receive any email replies with positive feedback instead of an online review? Use it as a testimonial on your website or other advertisements. Just be sure and ask the client for permission.
How have you used email marketing to get online reviews? Comment below.
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