There are two things that make email marketing appealing as part of an online marketing plan: cost and effectiveness.
The cost to send emails to a list of prospects over the course of a year is minuscule compared to other marketing tactics such as advertising or direct mail. With these channels you pay a lot of money to produce an ad or promotional piece and hope people will see it and then decide to call you for a quote. Email marketing will deliver your marketing message right into your prospect's inbox and then tell you whether or not it was opened and clicked. If you want to know whether your marketing is working, what's not to like about that?
This is why email marketing is effective. It is a direct line of communication between you and the consumer.
Back in the beginning of email marketing, businesses would send blast emails, or the same email to their entire lists, and get good response. Today, email marketing can be even more effective by focusing on two key components: relevant content and segmentation.
The content of your emails matter. If it's not interesting or engaging, you will lose your audience's attention or, worse, your audience through unsubscribes. Here are some ideas for email marketing content:
- Blog posts from your insurance agency website
- Frequently asked questions
- Agency news and events
- Case study of how you helped a client
- How to articles like how to reduce a risk or protect property
- Contests or promotions
- Community news and events
There are also resources available where you can get content. For example, agents who use our agency marketing system AgencyBuzz have a library of royalty-free articles they can use in their emails. This library has more than 250 insurance-related articles with new content added regularly.
Segmentation is an automated way to identify targeted groups of your larger database for a particular email. For example, if you're sending an email about life insurance, you wouldn't want to send it to clients who already have a life insurance policy with you. At best they will be annoyed by the unnecessary email. At worst they may take it as a sign that you don't care enough about them as clients to not send them email about a policy they already have and then you've lost clients. When you use segmentation to send your messages to the people who will be the most interested, you improve your email marketing through increased open and click through rates.
As an insurance agent, you have access to a lot of information about your clients. Use this information to target specific parts of your database. You can segment your audience by line of business, carrier, or agency contact. Check out this blog post from ITC's President Laird Rixford for more ideas.
If you want to take your email marketing to the next level, focus on sending relevant emails to segments of your audience instead of sending the same email to your entire list. You will not be disappointed.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder