How to Write an Email Campaign That Works
Email marketing campaigns are an effective way to keep your prospect as a qualified insurance lead, even if they’re not ready to make a buying decision. But developing a program that works takes time and effort, and the words and images (when present) need to work hard to complement one another and not distract from the prospect’s primary pain point. That’s why it is important for insurance agents to have a firm grasp on their online outreach efforts. They need to know what searches are bringing prospects to their website, and they need to know the response prompt that the individual used to gain access to a landing page where they could then submit an email address. Once that email has been procured, there are five main rules for building a campaign that works. Let’s get started!
Identify your prospect’s pain points
We mentioned it above, let’s say it again: you must know what brought the prospect to your door. Are they there because they’re looking for cheaper auto insurance, better coverage, term life, whole? The email campaign must reflect, in every single message that you send, the reason your prospect made a connection.
Keep it short and focused
Email is a very valuable way of reaching out to people. They tend to take emails more seriously, particularly if they’ve opted in to hear from you. However, email is also a place with a professional slant, and as such, people utilize it more as a mode of productivity. That means you don’t want to land in their inbox and waste their time with a long, rambling message. We highly recommend following a short, focused format of first reminding the recipient why you’re reaching out to them; next, touching on some aspect of the primary pain point that brought them to your door; and then closing with a call to action. Also, and this cannot be emphasized enough, keep your subject lines short and to the point. Don’t try to be mysterious in hopes that they will click to see what the heck you’re talking about. More often than not, they won’t.
Always include calls to action
We’re often asked how long an email marketing message should be. To accomplish everything that you need to accomplish, 150 to 200 words max seems to be a nice number. That gives you the time to say, “Hi [Prospect], thank you [or thanks again] for signing up for the email list. Today I want to talk to you about what you can do to lower your auto rates if you have a teen driver on your policy.” Finally, share a couple of tips, and close with your call to action, which could be something along the lines of, “get your free quote today in less than an hour and start saving,” “visit the site to set up a consultation,” or “for a free coffee and a quick but knowledgeable discussion about what we can do to save you money on your car insurance, call today at [your number].” Don’t use the same CTA for every email. Vary them up a bit, but always have something.
Include multiple ‘touches.’
How long do you plan on staying after the prospect’s business? Some email campaigns are 30 days. Others are six months to a year in length. Given the fact that it takes at least five “touches” before the average lead makes a buying decision, you can’t afford to stand idly by, but you don’t want to annoy them either. That’s why you should write each message ahead of time, decide when you’re going to send it, and allow an autoresponder to do the rest. If you’re planning on doing a 30-day plan, consider 10 or 15 messages. You could send a message at signup and then one every other day for the first 10 days before going to every third day and then every fourth day. (That format would give you around 12 messages in a 30-day period — reasonable wait times, but frequently enough that they don’t forget you.)
Don’t try to do too much with one campaign
If your prospect is after auto insurance, don’t push for the homeowners or boat insurance policies. Stay focused on why he reached out to you; just find new things to talk about within that specific pain point in order to sustain the campaign with fresh content.
An email marketing campaign can give you a passive but effective way to “touch” prospects and push them closer to a buying decision. However, it is not the cure-all. You should still be out there trying to set up meetings, purchase vetted leads, and trying new tactics. Best of luck as you move forward with your sales efforts!