One of the biggest email marketing mistakes I see insurance agencies make is sending too many emails.
When you excessively send emails you run the risk of your recipients unsubscribing. You don't want that.
As I reviewed unsubscribes across our AgencyBuzz customers, one type of email stood out. The we're-closed-on-whatever-holiday-is-coming-up email.
Consider these questions: How many times does your average client contact your agency? Once a day? Once a month? Once a year?
Did you answer the latter? Then, you should not be sending our-office-is closed-emails. Why?
If your clients do not contact you regularly, it is a slim chance they'll contact you on a holiday. Even if they did, there is a reasonable expectation for you to close your office on a holiday.
How to Inform Without Annoying
I have a couple suggestions you can do instead of sending low performing emails that lead to more unsubscribes than clicks.
The first is to include a closure notice in your monthly newsletter. If several holidays are upcoming, provide a closure schedule for the next couple months.
The second option is to provide email salutations beyond the standard 'Happy holiday! We're closed.'
Include fun, informative facts such as the history behind the holiday. Share grilling tips (hey, it's July 4th) and recipes. List local events, or include links to articles on how to be safe during the festivities.
When you do send these emails, make your office closure almost an afterthought. You don't want to point out that you don't have holiday hours like the big guys.
Here are some suggestions:
'We hope you enjoy your holiday with family and friends. We too will be spending it with our families as our office is closed on July 4th.'
'Have a safe enjoyable holiday. If you need us, we will be available on July 5th when our office reopens.'
'Our office will be closed as we enjoy the holiday with our family and friends. Have a safe and enjoyable weekend, and we look forward to serving you when we return. In the meantime, here is our favorite July 4th picnic dessert recipe.'
Think beyond the basic office closure notification. Think about how you can turn the email into an opportunity to share the personal side of your agency.
Got an idea for how to inform without annoying? Share it in the comments below.
About the Author
As president, Laird Rixford is responsible for sharing the vision and direction of the company with its customers, vendors and affiliate companies. He oversees the direction for each of ITC’s products and the company’s sales and marketing department. An expert in insurance technology and marketing, Laird is a recognized public speaker and has presented at industry events across the United States.Follow on Twitter More Content by Laird Rixford