Email marketing tips for insurance companies. If you own or work for an insurance company, you probably want to improve your results right now. Email marketing can be the tool you need to create an effective strategic plan.
Likewise, before using this marketing tool, it is essential to point out that insurance companies have two important advantages. Firstly, they have extensive databases, and secondly, they can be segmented according to customer needs.
Therefore, we will give you some email marketing tips to take advantage of these databases’ full potential.
How does email marketing work?
Email marketing works optimally, especially when it comes to an insurance company. It is common for people to use the internet to search for what they want to buy. And many insurance agencies have not yet understood it.
Therefore, to start gaining more visibility, the first step is to digitize your insurance company. In other words, in addition to beginning to use email marketing, you must have a website. A place where you provide relevant information about your services to reach potential customers.
Email marketing has become one of the best ways to build trust and offer your services as an insurance company. In the same way, if your objectives are to generate more leads and get more insurance customers to increase your income, consider the advice we will give below.
Email marketing tips for insurance companies
Marketing campaigns carried out through email for an insurance company are not as tricky as it seems.
The secret is to take into account various details and have a lot of creativity.
Similarly, it is important to have the help of a good campaign manager to meet the objectives set in an insurance company.
So that your insurance company is on the right foot, as marketing experts, we want to give you some tips that will be very useful when it comes to making an email marketing campaign:
Find a good campaign manager
We start with this advice. Otherwise, your campaign may not be as successful as expected. Also, when we talk about a campaign manager, we refer to those web applications that can help you develop a campaign from the beginning to the end.
For example, companies like MailChimp offer excellent features that can be used to customize emails and templates and control spam. Similarly, through this application, we can automate processes and obtain information from the analysis of our campaigns.
Thus, we can know if a good job is being done and if we should change some parameters.
Remember that emailing is not free
Where do we want to go with this point? If you’re going to manage an email campaign, it makes sense to add something of value. Indeed, for an email to be taken into account by the user and not go directly to the recycle bin, he must be aware that doing things well has a price.
In other words, building a list with quality users, creating registration forms to be inserted on the web, and creating an eye-catching and measurable email requires learning that you must invest in to be obtained.
However, although specific applications facilitate this task or are delegated to someone, you should consider this point if you want to carry out an insurance brokerage email marketing campaign.
Learn how to determine the indicators to measure
There are two key indicators to determine if you are doing a good email marketing campaign or not:
The first is the open rate
This is the percentage of users who actually open the email to read its content.
And the second is the clickthrough rate.
They are the people who click on any link in the email.
For marketing campaigns in insurance companies, the open rate is usually 14%, while the click-through rate can be 1.5%. Now, it is essential to note that there is an average in campaigns regardless of the sector, and it usually is 19.05% in opening rate and 3% in click-through rate.
However, the percentages may be lower in the insurance sector because these companies, long ago, did not use marketing for a good action plan.
Do not send emails to anyone
This is a very common mistake that you cannot make. In order for your message to be compelling, you should not send emails to anyone who is included in your database for any reason. Ideally, both the message and the person receiving it are aligned, so the emails should be segmented based on their profile.
It is also vital that you take care of the anti-spam rules and have the user’s permission to send the email without any problem.
Focus on sending what the customer wants to read
In principle, we must remember that marketing is not sold directly. That is why whatever the tool used, such as life insurance email marketing or social networks, we must know that customers flee from companies or brands that only care about selling.
Stand out with subject lines
The subject you add to the email will be essential for it to be opened and not deleted on the spot. To have a good subject line, we must consider several ideas to which the recipients can be attracted.
The good news is that there are web tools like the one we mentioned above (MailChimp), with which you can compare the results of each shipment to find out what works for us and what doesn’t.
Also, don’t forget that many users often open emails from a mobile device and subject lines will be limited by having few characters. Therefore, a very long subject for an email will not be able to be read entirely from a mobile. And as a consequence, it will lose interest and can be deleted.
The sender must have a first and last name
This statistic will be of interest to you. It has been shown that open rates have a potential growth when the email sender has a first and last name instead of a company name. For this reason, as marketing experts, we recommend that you avoid putting the name of your insurance agency if you want to be successful.
Why? Because it is more attractive for customers to deal with people.
Insert images in messages
Images make messages look more visual, thus generating more interest and increasing click-through rates.
Now, emails for sales or leads to potential businesses tend to be more successful when they are flat emails without images.
Also, note that some recipients do not automatically allow incoming emails to display images. In this case, the photos should not be incorporated into the message but as visual support.
Make the corresponding measurements
Experimenting to make efficient use of secure email marketing is worth it. You can test with different subject lines, add or remove images, and do as much A/B testing as you want. It doesn’t matter how many tests you perform as long as the result is close to your goals.
This way, you can easily measure each of the changes you implement.
Did you like this post?
Although many details must be taken care of when carrying out a secure email marketing campaign, this tool has many virtues that can be taken full advantage of. The truth is that today most people have an active email account and make use of social networks and other communication channels where a marketing strategy can be implemented.
At BluCactus, we have the necessary team to create the email marketing campaign that your insurance company needs. You just have to contact us, and we will gladly assist you.
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