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.

Targeting Email Marketing Campaigns to Audiences

Email marketing campaigns, just like all marketing, need to be targeting various segments of your insurance agencies’ audience. Any and all information you put out there needs to be useful to the clientele you want to focus on.

Targeting email marketing campaigns by population segment is important. You cannot send out a general, blanket email because some or all of the information will not interest all of your clients and potential leads. Emails that are too general will fall flat on those who are not interested in what you are selling. Therefore, both the content of the email and, most importantly, the subject line need to be composed in such a way as to entice the segment of your audience that you are targeting.

So, if your target audience includes seniors and the elderly, subject lines like, “New Medicare Deadlines Coming into Effect Soon” or “Medigap is now Offering More Choices than Ever” are going to be a good fit. These subject lines tackle topics that impact the older segment of the population. Titles like these clearly indicate the point of the email. In other words, those are relevant subject lines and those targeted are likely to open the email.

How to Talk to New People About Insurance?

Sure, this happens to everyone. You have never met the people at the table where you are enjoying a business lunch with, and suddenly, the spotlight is on you the insurance agent with great policies to sell to those in attendance. While you may have never met the people at your table, other than to shake hands hello, do not speak to them as if you had never met. Now is the time to talk to them like you know them.

This does not mean launch into a hard sell for your favorite policy. It means treating everyone at your table and in the room like they are partners in a venture with you and you would sure like them to come along and learn a few things they may not know about A or B. Call it a moment of education about what insurance can do for people and its benefits. Selling softly is often the best way to open the door to previously reluctant buyers. Watch the room light up when you engage the people in it in a non-salesy way.

Communication Skills are Key for Developing Your Agency

You may be thinking, you are a good communicator. You call leads, make appointments, talk to walk-ins, talk to staff, help with training and do well in sales. Those are certainly examples of communicating, but talking is not the same as having developed communication skills.

As an insurance agent, marketing and sales involve developed communication skills. To start with, you should examine who is your audience. Who will respond to your agency’s insurance policies best? Knowing your audience will allow you to develop an effective marketing strategy. However, to do that you will need to know how to communicate to your prospective clients what they need in an insurance policy. This is marketing and it is sales.

As an agent, however, you cannot rely on your website to do it all. You will need to interact with leads and get them to buy policies from you. This will require you to sell yourself and your product. You need to be selling you. Without you there is typically no sale, even if someone walked in off the street and said they wanted a Medicare policy. They would first want to get a sense of the selling agent before actually buying.

Do you seem fair? Honest? Know your product? Help potential buyers by giving them thorough information? Do you take your time and get to know the person before doing a sales pitch? Do you enjoy speaking to others? If so, then that means you have developed your communication skills. However, do not stop learning.

Does Your Insurance Agency Send Out Newsletters?

Newsletter are agents’ best friend. This form of marketing is easy and effective. Newsletters will allow your agency to keep in contact with current clients and subscribers. Newsletters will also serve as a way to attract new leads to your agency.

To create a newsletter, you will need to compose a list of all your current and past customers, as well as all subscribers. If you want to be promoting your agency, your services and your policies, you need to have the list of leads ready to go and not spend time hunting for them.

Newsletters can prove to be a useful tool for attracting new leads to your agency. The easiest way to do this, is to have a call to action on your website. When a user enters your site, they should be prompted to sign up for the newsletter or an ebook. In order to receive an ebook, the newsletter or any other promotional information, users should be prompted to provide their emails. This way, you will have an easy to access list of potential leads.

One marketing saying describes this type of situation as: “The money is in the list.” While this may be true and the sales from the newsletter list will increase your bottom line financially, there are other benefits. The value in your newsletter list is the relationships made with those on the list. Without rapport with people, they do not really know who you are and whether they can trust you. Take the time to build that trust and sell you, in no time that newsletter-marketing list will attract new leads.

What is SEO Optimization for Insurance Agents

So you have established an insurance agency, what is next? You will need a website, but not just any website. You will need to have your website constructed with SEO standards in mind. SEO stands for search engine atomization. SEO helps websites rank well in search engine results.

SEO helps with improving a website’s visibility. There are three major components to increasing a site’s visibility.

1. What type of content people want to see or need.
2. How search engines operate
3. How to promote your website’s

In short, when you are constructing a website, make sure to note down what type of content and information your potential leads will want and need to see in order to contact your for insurance.

Next, to successfully build a website that ranks well within search engines, you will need to have sufficient knowledge about how search engines operate. This means you will need to be familiar with search engine algorithms and various continuous updates to that algorithm.

Lastly, you will need come up with concrete strategies meant to promote your website. For example, when determining rank search engines take into account, social media links, inbound links, keywords, correct business information, reviews and other factors.

Any agency just starting out in the business, should strongly consider hiring a SEO company that understands how an insurance agency website should be structured for the best results in search engine listings. There a many components to SEO that need the attention of experts. Make sure to do your research if you decide to tackle SEO on your own.

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