I'm going to tell you something that will scare you. But, you need to hear it. I unsubscribed from my agent's emails.
Why am I confessing this? Because I can help you steer clear of these same issues. Working on AgencyBuzz and helping agents with email marketing means I am qualified to do so.
Below, I have compiled the top reasons I chose to unsubscribe from my insurance agent. There are also tips to avoid the same mistakes my agent made.
Failure to Segment
We say it all the time because it's true: Failure to segment will cost you sales.
Emails are inexpensive to churn out. Thus, agents think it's okay to blast customers with all their products. Why not, when it costs so little to market this way?
I have received emails about everything my agent sells since I started my policies with him. Here's a subject line from one email:
Malika, we'd love to talk with you about Homeowners insurance...
Having a renters policy and considering my age, it seems unlikely I am in the market for a homeowners policy.
Agents should segment contacts and understand which products best fit those segments. Then, market accordingly. This will make your marketing efforts more effective. Consider also, according to the Direct Marketing Association, 'over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns.'
Typos and Errors
Early on, my agent sent me a survey. It was just questions typed out in the body of an email. The survey wasn't formatted as html. I responded to this email asking if it was meant to be html, and he assured it was.
It isn't only annoying to receive an email with formatting and content errors. It can cost you. Charles Duncombe, an online entrepreneur, discovered he could quantify lost revenue from misspellings. Looking at a particular website of his, he found revenue doubled after an error was corrected.
Nobody's perfect. Not every mistake can be caught in time before it makes it to an inbox. But, you should always strive for emails free of spelling mistakes and errors. Make it a part of your process for a second set of eyes to look over your work before you send it.
I know you sell insurance and I trust you can answer any questions I have about my insurance coverage. But, at best, I will skim your email selling life insurance. There can be more to this relationship than that!
Every email I received from my agent was trying to sell me something. I can't remember a single email that was informative, or playful. I received no emails that made me smile or laugh. After about 10 attempts at selling me insurance, I figured my unsubscribe would do both of us a favor.
Email marketing can sell your products. But, it's important to temper your sales pitches with value. Think of what kind of informational or fun content your contacts would enjoy. Avoid the frequent hard sell, or risk unsubscribes.
Have you ever unsubscribed from a marketing email? Tell us about it in the comments below.
About the Author
As an AgencyBuzz coordinator, Malika James helps insurance agents create emails and drip campaigns that foster genuine and organic relationships between agents and their contacts. It is her prevailing belief that the more human emails are, the more people become attached to the agents that serve them. Malika has a bachelor’s degree from the University of Pittsburgh. A big dog lover, Malika also enjoys creative writing and live music.More Content by Malika James