In a world of DIY options, do you really need to pay someone else to create your newsletter?
A few months ago I talked about how to create an amazing email newsletter yourself. Yet, as an already over-committed insurance agent, you may find yourself in a bind.
Are you wondering if it'd be better to have someone else make your newsletters? It's time to sort through the confusion and decide if you should create your own or outsource it.
Here are seven situations that may warrant outsourcing your agency newsletter.
1. Writing isn't your thing (and you don't want it to be).
If you're not a natural wordsmith, you may dread writing newsletter content every month. This apprehension could fuel avoidance, or even complete negligence of your newsletter.
If this happens to you, consider giving the burden to someone else. A professional writer can craft messages that are both compelling and interesting. An added bonus? Grammatically correct emails.
2. You're way too busy.
Being busy is a wonderful feeling, but it can negatively impact your newsletters.
If you're too busy to get the newsletter out and you end up not sending one, your readers will notice. Missing your monthly newsletter can cause you to lose visibility with your clients.
Also, there are things only you can do for your business that are of higher priority. When you outsource your newsletters, you free up valuable time to complete tasks only you can.
Compare your hourly value to the hourly value of an outsourced writer. You'll realize fast a third party is worth every penny.
3. The struggle with images is too real.
We've all been there. You've created the content for your newsletter, and you're ready to make it pretty. But then you hit a brick wall.
Where do you get the right images? What if you want to embed an infographic? How do you adjust the HTML coding to shift a photo to the right an inch?
If you find yourself asking these questions it may be time to outsource your newsletters. Experienced professionals can make sure your emails are eye catching. They can manipulate images and create visually appealing content to draw your readers in.
Agency marketing experts also have access to extensive professional image libraries. They can create charts and infographics with ease. They can make your newsletters shine in less time.
4. You don't want to hire someone only for newsletters.
Your team members already wear multiple hats without adding newsletters to their to-do lists. You have two options: outsource your newsletters, or hire a dedicated employee.
Think about what exactly this new employee means to your agency. Can you afford to hire a copywriter who will need training and employee benefits?
In other words, you'd be adding a yearly salary to your agency's budget for an employee that will only write. Does that sound workable for your insurance agency?
5. Your audience is super unique.
The insurance industry is one of the more niche markets to find content for. Despite the great resources out there, your newsletters still might lack the desired substance.
Copywriters can access extensive resources and generate specific content for you. They also know how to cite and source content to follow copyright laws and protect your agency.
6. You want fresh, new content 24/7.
Content boredom breeds a negative user experience. But, it's also difficult to write fresh new content each month without repeating yourself.
When you outsource your newsletters, you're handing over the content creation to a professional. Their top priority is to provide relevant content in a way that will engage your readers.
Bonus: A professional won't produce boring, repetitive content. Duplicate content triggers spam folders, so having unique content in each newsletter aids deliverability.
7. You want to be better at your job.
What's the greatest thing about outsourcing? We talked a little bit about it in point #2. By delegating content creation to a professional, you have the time to be even better at your job.
When you are no longer distracted by monthly newsletters, you can have a higher output. You can focus on more important tasks, limit the headaches, and be more productive.
Remember: outsourcing something doesn't mean you're giving up or lacking skill. It's a way for you to better delegate your responsibilities to be a better agent.
Creating your own newsletter can be easy and fun if you have the resources and time to dedicate to it each month. But don't commit to frequent mailings if your agency cannot handle the obligation.
If you don't have the time or don't want to be a writer, consider outsourcing. If you want professional content and images, consider outsourcing. If you want to focus on what only you can do for your agency, consider outsourcing.
Got a question about newsletters or email marketing? Leave it in the comments below.
About the Author
Heather Cherry provides training and support on AgencyBuzz to ITC customers, leads AgencyBuzz Academy and presents on email marketing at Masters of Marketing. She has a bachelor’s degree in rhetoric and writing from The University of Texas at Austin. Heather’s email marketing specialties include newsletters, unique content, contact segmentation, and targeted marketing. She is also a self-proclaimed social media junkie, cat lover, hopeless romantic, and music buff.Follow on Twitter More Content by Heather Cherry