Every $1 spent on email marketing nets an average return of $40—as long as you have a solid strategy.
Part of creating an effective marketing plan is to grow and manage your email list. It’s especially important for insurance agents as it’s a cost-effective way to increase and nurture leads.
It’s also easy to get email marketing wrong and make mistakes that can cost you. That’s why we’ve put together this guide on managing your list, so you can make the most of your efforts.
Keep Your Readers Engaged
A good email encourages engagement. You want a high email open rate. Otherwise, no one reads your content, and you’ve wasted your time.
Keep an eye on this metric, as it’ll give you an idea of the engagement rate of your current list of subscribers. You can calculate it with this formula:
Open rate = (number of unique opens) ÷ (total recipients) x 100
So, what does a low engagement rate mean? The issue could be poor messaging, abandoned email addresses, a failure to segment, or a lack of relevant content.
Make sure you’re providing quality content and taking the time to segment messaging. After all, one email message may not apply to everyone on your list.
Clean Your Database
Over time, people change or abandon their email addresses. Keeping dead addresses does nothing for your business.
Clean your database and remove contacts that haven’t interacted with your emails in some time. You should also focus on finding new clients to add to the list.
Make Subscribers Feel Welcome
When you add to a new email list, you’ll want to ensure you welcome any subscribers. Give them a good impression of your brand by sending an automated welcome message.
Show your appreciation and give them a glimpse of the information you can offer them. Email creates a sense of privacy, which can make it easier for prospects to discuss insurance matters.
Survey Your Subscribers
One of the benefits of email marketing for insurance agents is that it allows you to conduct surveys and learn more about your prospects and clients.
It’s a simple and effective way to learn about pain points, what interests them, and what questions they have about policies.
Remember, the individuals on your list have already expressed an interest in what you’re selling. They’re interested in learning more and taking action. Now is the best time to learn about what they need and deliver it.
Create Relevant Content
As an insurance agent, you won’t be sending as many emails as a retail company or similar business. In fact, sending too many emails can backfire.
The average person gets 100 emails per day. Ignore them for a few days, and that inbox becomes clogged with messages vying for attention.
Send too many messages, and they may choose to unsubscribe. Send a few relevant messages each month instead, focusing on matters that affect your prospects. For instance, the latest in the industry, new products or services, etc.
Avoid hard-selling, as people are more likely to interact when you’re not pushy.
Take a look at your current marketing strategy and make adjustments as necessary. Keep tabs on the metrics to see how your campaigns fare. It’ll help you manage your list more successfully.
Re-Approach Subscribers
Are there contacts on your email list that didn’t buy a policy? This is common for agents that have online forms requesting an email to get a quote.
Reach out to them. Often, they need more information before making a choice. It’s the perfect time for a drip marketing campaign.
A drip marketing campaign makes use of personalized and targeted messages to encourage email subscribers to take further action. The content in these emails is usually automated, making it easy for you to reach many prospects at once.
Send Post-Purchase Emails
Your relationship with your clients shouldn’t end after a policy purchase. You’ll want to create post-purchase emails to keep them engaged and encourage referrals.
Sending a thank you email or informative message will keep your clients informed. Letting them know that you value them as more than just a number improves customer retention and boosts renewals.
Use AI and Automation
News about ChatGPT has been causing waves in almost all industries. AI has the potential to make marketing easier, even if it’s not a replacement for the human touch.
So, how can you use automation to make your job easier?
Tools like ChatGPT have the potential to spark inspiration, providing you with a good outline. It’s much easier using features like this rather than staring at a blank page and wondering what to write. AI can give you ideas on how to craft compelling marketing emails and reach your audience.
However, don’t rely completely on it. You’ll still need to inject your brand voice into the article and determine goals for the content.
For instance, what do you want this email to accomplish? What’s the desired action and outcome?
Email marketing tools help you to automate many of the tedious tasks of managing your list. Schedule emails to go out after prospects take a certain action, such as inputting their email for a quote. Automate welcome emails and follow-up messages.
Don’t forget to add personalization, as it’s the extra touch that your clients will notice.
Make the Most of Your Email List
Managing an email list might seem like a lot of work, but you can make it easy by following these tips. Be sure to inspect your database for dead emails and add new prospects to keep it fresh. Manage your content creation strategy and use automation to make keeping in touch easier.
Are you tired of searching for leads and looking for an email list to boost your business instantly? Here at the Email List Company, we help people like you make the most of their business. Check out our insurance agent email list covering the United States to find curated clients.
