Setting Up Your Email Marketing Strategy

December 9, 2011

So, you've decided to integrate email marketing into your agency's marketing strategy, but where do you begin? It's easy to get wrapped up in the excitement of starting something new and the potential sales you can gain by implementing email marketing; so much so that you can lose focus. By losing focus, your campaigns come across as a jumbled mess of too much information and no clear picture of what your readers are to take away from your message.

Setting Up Your First Campaign:

  1. First, you want to set a quantitative goal for your campaign. This does not have to include numbers, but just a clear picture of what you want to accomplish with your drip campaign. (i.e. generate new leads, gain policy sales, drive traffic to your site, or begin a referral program, etc. ) By setting your ultimate goal in the beginning, it will keep your campaign focused.
  2. The next thing to remember is to include a call to action in all emails. This is a way for contacts to interact with you once they've received your email. Ask them to visit your site, download a free information report from your website, give you a call, or even join your Facebook page. Anything to engage them once you've given them the information is a call to action.
  3. I recommend either creating or purchasing a custom email template that is branded after your website. Include a button for subscribers to easily click through to your site and get a quote. You should also include your logo, phone number, and social media icons so contacts can easily join your social networking sites. Creating a consistent online brand will help leads and clients alike recognize mailings from your agency, therefore increasing your open rate.
  4. Once you've created or purchased your custom email template, you should create and automate a welcome email that is sent to all contacts added to your database. Automating this process ensures all leads are communicated with instantly. You should also create birthday and holiday cards that will automatically send to your contacts every year. This will create a concierge touch to your agency's communications.
  5. Finally, you should set up interoffice reminders for a contacts primary agent to call them as the final step to all drip marketing campaigns. Calling your contacts and having a one on one conversation with them could be the missing piece that closes the sale.

Now you're ready to start selling insurance all over your state, just using your email address.

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