As an insurance agency, you’ve tried multiple outreach verticals and are still not sure which one can get you your desired results!
I’d say, have you given emails a try?
Emails are an excellent way for insurance agencies to introduce offers, discounts and products. Moreover, they can help you raise brand awareness and address common objections making it a great way to cut through the noise.
As per Mailchimp, people receive tons of emails but they only open 21% of those. Considering that the insurance business is primarily based on trust, you must highly consider practices that can compel your audience for conversion.
But how do you craft emails that deliver results to niche-specific industries such as an insurance agency?
Here’s how email marketing for insurance leads can work wonders for your agency:
How do compelling emails help small insurance agencies?
Achieve accuracy in a targeted market
I am sure you must have heard of this – If you are talking to everyone, then you are talking to no one!
And this is also similar when speaking to a segmented audience in the insurance niche.
Sending customized emails that are likely to resonate with it increases the chances of conversions. Maintaining accuracy ensures that communications are tailored to the specific target market.
Such accuracy can help when talking about policies, products, or offers, to a target audience with a specific need. This approach makes up for a great way to strike a chord with the audience. This makes the insurance product relevant to it, increasing the chances for conversions.
Targeted and compelling emails help insurance agencies build trust and cement credibility with their readers.
Since your audiences have already chosen to hear from you, it’s now time for you to build on that existing trust.
To do this you can also establish yourself as the industry leader and talk about the current trends, exclusions, premium rates, current industry regulations, risk mitigation, types of policies and more. Moreover, adding a link to the video of an interview with industry leaders can also add on to your audience’s knowledge. The philosophical elements and personal anecdotes from the interviewee can offer a fresh perspective to your audience and compel them to convert.
You can also add testimonials and client stories to continue building trust.
Offers impactful results
With accuracy, creativity and precision, impactful results are likely to follow!
Besides being compelling, your emails must be focused on quality rather than quantity. Following up on this approach ensures that your emails prove their mettle.
You can also diversify your emails as per the high-quality insurance leads, direct mail touchpoints and email nurturing campaigns.
Which one should you pick?
Planning your next set of emails randomly?
Well, what if I say your audience’s feedback can bring your emails closer to conversions?
But how do you get the pulse of what’s going on in your audience’s minds?
Here’s what you can do – Opt for customer satisfaction surveys (online & offline), social listening, Q&A sessions, customer trends, buying patterns and more. You can gauge and improve a lot with this approach; for eg: customer support services and more.
Asking questions can also get the feedback ball rolling and ensure 2-way communication. Additionally, insurance agencies can also follow up consistently to show that you care about the client rather than just simply making sales.
Making sales, sounds like music to your ears, right?
Apart from building brand awareness, improving sales is a significant goal that insurance agencies can achieve.
Compelling emails can direct your audience towards conversions. Moreover, compelling emails give you a lot of scope for improvement. You can include a referral program, introduce new products, inform the recipients about a discount and a lot more.
Best practices to write compelling emails for small insurance agencies
Know your audience
Ever sent a text to an unknown number; not knowing the person behind the mobile phone?
That’s exactly how daunting it could be to send emails to an audience you have no idea about!
When you know who your audience is, it helps you create content that aligns with their choices. This targeted content can include the recipient’s names and important dates such as birthdates and anniversaries can further display personalization. Going further, you can refer to your previous communications and highlight the recipient’s specific need for the insurance policy.
Knowing who your audience is helps you gauge what they expect from you. That allows you to add value through industry news/reports, interviews, how-to guides and more.
Creating custom emails for specific segments can also help. For example, you can consider geographical location when sending emails. This is because insurance policies might differ based on different states.
Make it about them
We are bound to feel special when something is done specifically for us!
And the same goes for emails sent to your inbox!
When we expect and receive a customized message for us, it is bound to stay with us for a long time.
Moreover, we are also likely to ponder over it.
So, here’s how you can make the emails about them – Ask open-ended questions to catch their interest. Talk specifically about their pain points, challenges and aspirations and focus the email on their emotional response.
Since the email must sound genuine, it must sound like a human conversation rather than in a generic and robotic tone. It is imperative to ensure that you don’t opt for a single blast email.
This is also a great way to maintain transparency and ensure smooth and consistent communication.
Segment and update your list
Imagine sending a life insurance promotional email to a high-school student!
The chances for its conversions? Bare minimum!
If the email lands in front of the expected person, it is most likely to stand out, which can increase the possibilities of conversions! Segment your list based on customer profiles, demographics, age groups, occupations, income, homeowner status, family size and more.
Though all these aspects are likely to change, it is vital to update the list as per the dynamic aspects, so that the emails are not delivered to an irrelevant audience.
The more you know about your audience, the better!
Further, you can also segment your audience based on fresh leads, current prospects and previous clients. Zero down on your audience’s financial needs, challenges and desired mode of information consumption and make buying decisions.
Use Action words for the CTA
Words can evoke emotions, change feelings and eventually influence action!
So while drafting your CTAs, you can use words that inspire actions. You can also try to blend in action verbs along with a strong value proposition that gets your audience to click.
As a best practice, use customer-friendly color schemes and elements so that they are easily visible to the readers and stand out with ease.
These CTAs can persuade the audience to attend an event, sign up for a webinar and to discover insurance products.
Quality over quantity
With endless beeps and tings around the clock, you’d not want your message to go unnoticed.
Emails can be deleted in a second and ads can be scrolled past with a single touch. Imagine, how many times promotional emails are lost in a sea of emails. If not deleted right away, they are often lost in a sea of spam forever or overlooked in a single glance.
Since these emails are fleeting pixels on the screen and not a piece of paper in your audience’s hands, you must be extra careful.
Bad design, poor-quality images, or bad copywriting are solid examples of how compromising on quality can damage your reputation. Ensuring quality enhances the reputation and image of the brand. Quality brings your audience’s attention to the email.
Moreover, it shows that the email is from a person rather than an organization. To ensure quality, you can provide consistent insights and value to your audience’s needs and requirements.
Refrain from focusing solely on quantity. You can do so by avoiding aggressive sales tactics at first and rather aiming towards building a strong relationship first.
Tracking and analytics
Simply executing an email strategy without taking a look at where it’s headed?
Randomly moving in multiple directions can be counter-productive.
To track and analyze your email marketing strategy you can gauge unsubscribe rates, click-through rates, open rates and content engagement are parameters you can check.
Tracking can also help you optimize the content, timings, days the emails are sent and other parameters.
Optimize for mobile
Most of the action in the current times happens on the mobile phone.
Wouldn’t you agree?
However, some emails are often written and designed for a desktop and can seem distorted on a mobile phone.
Before sending emails you can ensure that the email content, layout, coding, designs and other elements are optimized as per the mobile device.
Get the timings right
Wouldn’t you be triggered by an alarm going off at the wrong time?
The same goes for when an email lands in your audience’s inbox when they least expect it!
The best thing to do is send them an email when they are most likely to have an open inbox. The timings of these emails will depend on the industry, geography, timing, location and other factors as this will affect the click-through, open rates and conversions.
Include a variety of emails
There are multiple emails that insurance agencies can avail. These include:
- Welcome sequences
- Follow up emails
- Event emails
- Promotional emails
- Feedback spotlight
- Testimonial request emails
- Post-purchase emails
- New product launch update
- Renewal reminders
- Referral program emails
- Onboarding emails
- Account review emails
These emails ensure that insurance agencies stay put when generating leads, prospecting, growing referrals and retaining more customers. Furthermore, these emails also help you with a steady flow of qualified leads.
Email drip campaigns can also be helpful to educate and nurture insurance leads over time.
Get the email frequency right
Email frequencies can create a fine line between sufficient contact and over-selling.
However, while ensuring the same, you must refrain from skipping emails. Since excessive promotional emails can do more damage than good, it’s best to stick to a predetermined and adequate frequency for the same.
Infographics and visual content
Insurance-related and financial concepts might not be easy to understand for everyone!
But as an insurance agency, how do you make sure that your message is conveyed to your audience?
This is where infographics and visual content come into the picture, making it easy to comprehend insurance data. Often such data could be quite lengthy, which can be ignored as heaps of text. Moreover, your audience might not take the time to read it. Instead of this, visuals can come across as intriguing while also educating the reader.
Here’s what infographics can help you with:
- Comparisons between different types of insurance
- Defining complex terms with ease
- Factors that influence interest rates
- Survey results
We’ve come a long way from handwritten notes, however, screens must not let the magic fade away.
We’d all agree that the old-age method of directly connecting with can your audience can work wonders and hence cannot be overlooked. With assured methods such as the ones mentioned above, I hope that similar magic can be created for small insurance agencies as well.
While you want to compel your audience, you must make sure that your audience is still not on the fence about making a decision.
Looking for your emails to hit the bull’s eye?
Allow Icegram Express’s spam-bot protection, list cleanup and powerful segmentation to make sure that your emails deliver exactly what you’ve planned them to do!