You might not have much use for a floppy disk or a cassette tape anymore, but when it comes to other technologies that came up in the ’70s, there’s a pretty good chance you’re using email. In fact, it’s never been more popular. More than one-third of the world’s population uses it, sending more than 205 billion messages each and every day.
Most customers prefer email to any other form of marketing. As a result, 66 percent of consumers have made purchases directly from their inbox. Insurance agencies looking to reach more customers need to make email a key part of any marketing strategy.
If you’re looking for ways to grow an insurance agency through email marketing, here are some tips to consider:
1. Keep Things Personal
Email marketing offers insurance agencies the ability to send out very specific, highly targeted messages to any number of people. One of the biggest keys to success is keeping the content personal and engaging. Having a message ready for your perfect lead won’t mean anything if they’re just going to mark it as spam.
Develop different messages for different audiences — leads, existing customers, former clients — and personalize them as much as you can. (Don’t worry, sophisticated email marketing software can help take care of a lot of this heavy lifting.) A properly targeted email will feel less like a sales pitch and more like some friendly advice.
2. Promote Your Insurance Agency
Through email marketing, you’re free to tell your insurance agency’s story directly to your clients one message at a time. Consider setting up a biweekly newsletter to let your readers know exactly what’s going on in your office:
- Are you offering any new and interesting products or services? Show them off! Whether it’s an exciting new offering or a special promotion you’re running, guide your readers toward making a purchase with eye-catching images and other calls to action.
- Is anything exciting happening to you and your team? Don’t be afraid to show clients your personal side. Highlight accomplishments, new hires or other relevant and interesting information that your contacts might want to know about.
- Do you have any recent press or publicity? Link to videos, articles and anything else shareable that your agency has been featured in to let your clients know you’re active throughout your community.
Free Content: Thinking it’s time to dig into your email marketing strategy? Grab a copy of our Email Marketing Roadmap to see if you’re on the right track.
3. Educate Your Customers (and Potential Customers)
Though you may have a massive list of email addresses, there’s no guarantee that each person knows all the services your insurance agency offers. Educate your contact list by showing off your range of products and services in easy-to-digest emails.
Go one step further and incorporate testimonials. Sharing compelling stories from satisfied customers can help show off the real-world benefits your agency offers. In addition, if your agency is running any special offers or promotions, be sure to include them in your email marketing as well. There’s no way for your clients to take advantage of offers they don’t know about.
4. Build Customer Loyalty
Not every email needs to be a sales pitch! Messages to clients can be simple follow-ups and check-ins, or even greetings on their birthdays or anniversaries.
Email marketing software can help you keep track of when you should reach out. Just offering a friendly hello can help keep the relationship with your clients top of mind. It also might trigger them into remembering they’re on the hunt for a new policy.
Loyal customers can also help lead to more loyal customers. Feel free to ask clients for referrals and reviews on social media to help drive more traffic to your business.
Of all the ways to grow an insurance agency through email marketing, automation is the most hands off.
Once you’ve put together a list of subscribers and clients, email marketing software can help bring all these strategies together. Sending out newsletters, follow-ups, and other information to highly targeted groups can help you spend less time in front of your inbox and more time working with your clients.
Schedule a free demo with OutboundEngine today to see how easy it can be to automate the email marketing process.