A lot of questions come across my desk from our AgencyBuzz customers. They want to know about the ins and outs of their insurance agency’s email marketing. Well, I’m here to answer the top five most frequently asked questions.
Q: Do I have enough contacts in my database to be successful?
A: There is a myth floating around in the world of email marketing. A lot of people think the more email addresses in your database, the better.
I firmly disagree.
When it comes to successful email marketing, quality outperforms quantity every time. A list of 500 receptive contacts is better than a list of 3,000 contacts where only 100 are active and engaged.
If you still think your list is too small, think about ways you can organically grow your database.
Q: Why are my contacts not receiving my emails?
A: You can sometimes face technical difficulties from your email marketing platform. But, it’s more likely one of these two reasons.
1. Delivery Issues – This happens when the email service provider (e.g. Gmail, Outlook, etc.) rejects your emails. The messages were never delivered to the email address. The cause? Excessive hard bounce rates or IP address reputation. Host email marketing on a platform, like AgencyBuzz, and delivery issues should remain minimal.
2. Deliverability Issues – This happens when your email goes straight to a spam or junk folder before even reaching the inbox. Different things cause this automatic filtering. Common culprits are excessive soft bounce rates, spammy content, or low engagement. For tips on getting in the inbox instead of the junk folder, check out my Masters of Marketing presentation about deliverability.
Q: Why does it feel like no one is opening my emails?
A: If your open rates are dipping below the average open rate for the insurance industry, take a step back. Look at a few key components.
Something as simple as the send time, frequency, or subject line could improve your rates. You should also check in on your database to make sure it’s up-to-date and accurate.
Q: When is the best day/time to send out my emails?
A: Arguably the most popular question our AgencyBuzz team gets asked. But, the answer isn’t so simple because there isn’t a magic day or time.
It all depends on your audience, the email domains of your recipients, and more. It’s a pretty complicated puzzle. The trick is to continually test different days and times to see what generates the highest engagement.
Once you pick your sweet spot, don’t forget to frequently check in on your campaigns often. Make sure you’re still sending your insurance emails at the optimal time for your audience.
Q: Where are my leads? Why isn’t my phone ringing?
A: This is the biggie. Everyone wants to see a return on that investment. There’s good news: Email marketing is a great tool for nurturing your leads.
The first thing you should take a look at is your content. Is your message clear, deliberate, and compelling? Are you providing value to your audience? Are you generating enough interest to get them to take action and, ultimately, become a client?
Once you’ve squared away your content, next look at your call to action. You should only have one primary action you want your readers to take and it should be prominent. Don’t leave your recipients asking themselves “Now what?”
And finally, remember who you are talking to. It is unlikely for an email recipient to cross mediums and pick up the phone to speak to someone verbally.
So instead of asking yourself “Why isn’t my phone ringing?” you should be asking “Why aren’t people clicking on my links?”
Do you have unanswered email marketing questions? Our experts are here to help. Contact our AgencyBuzz team today!
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