When it comes to email marketing, you could spend hours sifting through self-help guides and how-to blog posts on the web.
But does that really sound like an efficient use of your time?
In this video I’m going to give you steps to create the perfect insurance email: An email designed to generate higher engagement and increase the return on your investment. Let’s get started.
First, you’ll want to set a goal for the email. Setting a goal helps you create a focused email that is best able to accomplish what you want. Plus, a goal helps you identify and eliminate unnecessary content.
Your goal should be specific and measurable. For example, generating ten auto quote requests over the next three months with an auto prospect campaign is a specific and measurable goal.
Next, determine who will receive the email. Your audience is the baseline of your email campaign and should align with your established goal.
Defining the audience will help you deliver relevant and timely messages. For example, sending an auto prospect campaign to past prospects.
Then, choose the tone of the email. Each email campaign you create can have a different tone depending on the audience. People may react differently to different tones depending on their age, customer status, and line of business. Like an email about life insurance may need a more formal tone than an email about auto insurance.
You can use humor if it’s relevant, or you can use formal language like “Dear So-and-So”, or “To Whom It May Concern” and “Sincerely.” An informal tone sounds more like “Hello”, “Hi”, “Thanks”, and “Talk Soon”. Test out which tone your audience reacts best to.
Next is a critical step: Creating the subject line. The subject line is the first thing people will see. It’s a preview of the email message and it helps people prioritize emails.
There are a few different types of email subject lines. Each are effective in different circumstances. For example, use a personalized subject line when sending policy information to a contact.
Urge recipients to “Act Now” when renewal dates or open enrollment are at hand. Appeal to curiosity and get creative with educational, informative, and value-driven mailings. And when you’re asking for feedback, referrals or social media followers, reinforce your call to action.
Now it’s time to write the email content itself. Start by explaining the purpose of the email. Make certain it is relevant to the audience. If possible, try to establish your credibility by providing something of value.
Be concise in your message, and separate long content into a multi-message campaign if necessary. Write your message one day and revisit it the next day to remove unnecessary content.
Without a proper closing and call to action, your email is essentially a dead end. Don’t forget to provide clear next steps in your email. A call to action should be consistent with your established goals like “get a car insurance quote”. Make sure the call to action link or button is visually appealing and catches the eye and is easy to click on with a finger. And try to set a clear expectation for future communication.
Lastly, once your email content is put together take a larger look at the design and layout. The goal is to have an email that is clean, simple and easy to skim.
Use eye-catching imagery to supplement content, and use formatting like headings, bullet points and lists to break up blocks of text.
Keep the number of scrolls it takes to get to the bottom of the email to a minimum. People don’t like to feel like they are endlessly scrolling through an email without knowing when it will end.
And when in doubt, refer to the rule of three. Numerous studies have shown that the brain prefers to receive information in groups of three.
There you have it. You established a goal, determined your audience, chose a tone, crafted a subject line, wrote the content, added a compelling call to action, and optimized its design. Your perfect insurance email is ready to send out.