The Subject Line of an Email Marketing Campaign is Most Important

All of your health insurance email marketing campaigns start with the subject line. The subject line is the most important line in the email. It is a line that can make or break your campaign, and yet many do not spend the time to test their subject lines.

You have about 25 seconds or less to entice the reader to click on your email and open it. If the subject line does not interest them or is confusing, your email is not opened. In fact, it will likely be deleted or marked as spam.

If clients and potential leads open an email with a bad subject line and decide to read it and do not like the message, then they may opt-out from receiving future emails. Inconsistent or spammy subject lines can deter clients and potential leads from continuing your services or contacting you.

To prevent losing clients or not gaining new leads, agents should spend time researching how to write captivating subject lines. Spend time on choosing a subject line that reflects the content of the email. Generally, a successful subject line is educational and informative with a call to action for a case study, webinar or a white paper.

Remember that you have a short window of time to impress your clients and potential leads with your email marketing campaign.

Innovative ways of obtaining new leads

If you love your leads from your lead generation company, but want to try other methods of finding leads on your own, why not consider some other tactics? Most of these tactics are inexpensive and may save you marketing dollars.

Mail back newspaper insert cards are small, postage paid, postcards that people can simply fill out and drop in the mail. Some people prefer making contact with an insurance agent rather than receiving a phone call. Mail back cards give people the control to contact you instead of having you contact them when they may not be ready to buy insurance – just yet.

Another source of leads that you may be able to take advantage of are engagement/marriage notices published in your local newspaper. Many newlyweds need home insurance, life insurance, car insurance, health insurance and other types of policies for their new family.

Simply being innovative in finding new leads and combining them with purchased leads is bound to give you a solid customer base to grow your agency and help people find the right insurance for their needs.

There are other ways to market besides electronically. Make sure to use them

Even though e-sales and marketing is a thrill and challenge and can hit massive numbers of people, there is still the tried and true traditional method of marketing – ads, direct mail, snail mail, networking and cold calling. Don’t eschew the old standbys and just e-market. Mix things up and use all methods of marketing. It is a good way to determine what really works the best for you when the comparables start coming in.

There is just one caveat when e-mail marketing, and that is Don’t overdo it. One email too many from an insurance agent is likely to get your emails blocked. You need to remember that the average number of promotional emails an individual receives may run up to 20 such missives a day. That means your email needs to stand out from the crowd and snag a reader’s attention. You don’t want people to scroll on past your emails.

How do you create read-worthy emails? It’s all about effective content. Work to create an actionable subject line — a call to action is best. Use images and different shapes in your mail. Designers recommend rectangles and squares to prompt readers to act. Circles and ovals are for telling brief stories because no one likes reading too much text. Make sure the overall effect is not cluttered, thus making your email look well organized and attractive.

If the science of email marketing is new to you, take the time to research how it works. It can only bring you more success in the long run.

Never forget that marketing is time and budget driven and if you take the time to do it up right, your ROI is bound to justify the investment.

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