Email Marketing Campaigns Need to be Relevant

Email marketing campaigns are essential growing any insurance agency. When done right, email marketing can trigger new leads to express interest in getting insurance. Here are some tips on creating relevant email marketing campaigns.

The first thing to consider when creating an email marketing campaign, is the information put in it. The first goal of any insurance agent is to educate their potential and existing leads on insurance policies. Email marketing is about education and not as much about selling. This is because the recipients need to know about a product or policy before they buy it, hence educational marketing is very valuable in making sales. To educate is to build a rapport with those reading the emails, a crucial element in any email marketing campaign. In fact, rapport, or relationship marketing, is one of the key elements in gaining new leads and eventually selling insurance. Any agency that sends out blanket emails about a new product or new pricing faces greater numbers of opt-outs and complaints about spam from recipients and the recipients’ ISP.

Once you have composed a relevant and well-informed email marketing campaign, you need to think about crafting the subject line for the email. Most emails, are left unread therefore, it is important to pique interest in email marketing campaign recipients. A captivating email subject line should ensure that the open and click-through rates increase.

Lastly, email frequency is an important factor to consider. Frequent emails will be regarded as nuisance emails or spam. Instead construct marketing campaigns that provide useful and new information. Limit the number of campaigns to one a quarter. The focus of you campaign is to build a reputation as an informational and educational agency. That is the ticket to more sales and building a solid customer base.

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