Email marketing has begun to grow in the insurance industry. Many agents have used it over the past few years but many more are adding it to their marketing tool box.
The problem with email marketing for insurance agents, is the same as with social media or any other new marketing strategy. People don’t get it, they do not do it effectively and it becomes a waste of time instead of a value to your business.
This blog post will help you to see the value in email marketing as well as help you take a couple of steps to making it an effective marketing tool.
Why email marketing?
Some of you are still likely on the fence with the whole email marketing thing. You do not understand it and it is one more thing you would have to do. I get it. But at the same time, there are so many opportunities you have with email marketing that could actually save you time.
First thing to know about email marketing is that it is more than simply emailing clients or prospects. There are a number of strategies you utilize with it including these:
- Rounding accounts
- Increasing retention
- Moving prospects through the marketing funnel
- Showing your expertise in a niche market
The bottom line is that it will help you sell more insurance. If you still don’t believe me or can not figure out how this would work in your agency, then you should read this post – “Should insurance agents engage in email marketing?”
How to use email marketing for your insurance agency
One of the important aspects to realize when you begin is that email marketing is that it is more than a quarterly newsletter. It is more than a random email to your book of business. It needs to be strategic and with a purpose.
Email marketing can be used a lot of different ways. We use it to provide meaningful content which will move a person through the marketing funnel while others use it strictly as a sales tool.
The specifics all differ from business to business but here are a couple of ideas of how insurance agents can use it:
- Monthly email to mono-line customers about benefits of adding a policy and bundling.
- Email relevant content to a niche list to become the go to expert in that niche.
- Send your top blog posts every month to keep your list informed and to promote your blog
- Focus on your value added. Do you have unique offerings that other agents do not have? Are your clients using them? Does every client know about them?
- Retention marketing. According to Rocket Referral “81% of people leave an agency because they lack regular and meaningful communication from the business.” (here’s the full article)
- Automatic follow up with online leads so you do not have to spend time calling the definite no’s.
- “Please come back” emails to all those who have left your agency.
The above list is just a few of the emails we have tried in our agency. Email marketing for you insurance agency can take on any form just as long as it helps you to meet your goals.
Starting effective email marketing campaigns
One of the main reasons email marketing for insurance agents is ineffective is simply because the emails are poorly put together. No one wants to get the “dear client” email or the “we can help you save money on car insurance” email (especially if they already have car insurance with you).
If you are going to jump into email marketing then you have to treat it as if you would sales. You would not walk up to someone on the street and say “I sell insurance, want to buy some?” but too often that is exactly what we do with our emails.
Your emails have to be built like your sales cycle. This means including a process such as this:
- Intro as to why they are receiving the emails
- Meaningful content that is going to make your client/prospect want to open up a dialogue with you.
- A call to action that will drive the reader to make a desired action
- A proper follow up for those who take action
In short, you need to have a plan for how your email should be drawn out and what you hope to accomplish by it. Just like your sales funnel, email marketing is built on a marketing funnel.
Email marketing for insurance agents can be quite effective, just as long as you have purposeful in your efforts.