Stop Sending Low Value Emails

November 7, 2017

Do you send an email to all clients about when your office is going to be closed over the holidays? ITC President Laird Rixford has some ideas for how you can add value to these low value emails.

 

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Video Transcript

It’s time to stop sending that our-office-is-closed-for-the-holiday email. It’s low performing and doesn’t provide value to your customers. I’ve got some ideas of what you can do instead.

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. Trust me. You don’t want that. 

I looked at the amount of unsubscribes across all of our AgencyBuzz customers. One type of email stood out as the biggest culprit of unsubscribes.

They were we’re-closed-on-whatever-holiday-is-coming-up email.

Consider these questions:

How many times does your average customer contact your agency? Once a day? Once a month? Once a year? 

Did you answer once a year? Then, you should not be sending our-office-is closed-emails.

Why? 

Well, if your customers do not contact you regularly, it is a slim chance they’ll contact you on a holiday. And even if they did, there is a reasonable expectation for you to close your office on a national holiday.

These low performing emails lead to more unsubscribes than clicks. But, I have good news for you.

You can inform your customers of an office closure without annoying them. I have a couple ideas of what you can do instead of sending these low value emails. 

The first is to include a closure notice in your monthly newsletter. If several holidays are coming up, provide a schedule of when your office will be closed over the next couple months.

The second option is to provide email salutations beyond the standard “Happy holiday! We’re closed.” 

You can include fun, informative facts such as the history behind the holiday. Or share holiday relevant tips.

For example, share grilling tips and recipes for a July 4th email.

List local events for Memorial Day, or include links to articles on how to be safe during New Years Eve 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 your family and friends. We too will be spending it with our families as our office is closed on Labor Day.”

Or…

“Have a safe enjoyable holiday. If you need us, we will be available on July 5th when our office reopens.”

Or…

“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 Thanksgiving pie recipe.”

Low value emails do nothing for your brand except get you more unsubscribes.

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.

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