Insurance is a complex industry, but executing an effective email marketing strategy that yields results doesn’t have to be. When it comes to email marketing, two of the most important items to focus on are your messaging and your timing. Meeting potential clients with the right message at the right time can increase contact rates, conversions and overall sales for your agency. Read on to learn four best practices to optimize your email campaigns.
#1. Segment Your Audience
The first step in creating an effective marketing strategy is to know your audience well and begin segmenting your client and prospect list. Audience segmentation refers to identifying smaller groups within the target audience in order to deliver more tailored messaging to create stronger connections. Simply put, it helps you communicate and resonate better with your prospects and clients throughout every step of the sales process. Key factors that help effectively segment your audience can include demographics, interests, level of engagement with your agency and what stage of the consumer journey they are in.
Once you segment your audience into different groups with similar key characteristics, you can create an effective messaging strategy to meet their needs and connect with them at the right place, time and channel to engage each customer persona.
#2. Deliver A Variety Of Email Campaign Types
There are a variety of ways to communicate with consumers via email. A diversified mix of email content can help keep your brand interesting and relevant and help you attract and wow consumers. Here is a list of emails to incorporate into your mix to meet consumers at every step of the buying journey:
- Welcome Emails
- Promotional Emails
- Automated Emails
- Newsletter Emails
- Transactional Emails
Identifying a 3-5 email campaign series over the course of a month with personalized messaging for your prospects and clients can help you remain top of mind with your audience without overwhelming them. Working with a CRM like Salesforce or Hubspot can help you set up automated workflows that will save time and allow you to engage your audience at the exact moments you want to.
#3. Personalize Your Messaging
Beginning with welcome emails, personalizing your messaging for each consumer is a quick and easy way to meet consumer demands. In today's crowded marketplace for goods and services, consumer demands are rapidly increasing and having personalized campaigns is extremely important. Consumers expect personalized messaging rather than standard generic emails, and a tailored communication approach throughout the buying journey can help you write more policies and upsell existing customers. Be sure to personalize your messaging with all prospects and clients to keep up with increased consumer demands and prioritize making content that is relevant to each consumer persona.
#4. Create Relevant, Engaging & Interesting Content
Content marketing can play a favorable role in your email marketing efforts. Generating content that your consumer persona cares about can help your email marketing efforts become powerful and effective. As an insurance expert, think about ways your emails can be a vehicle to share industry knowledge, providing valuable insights and educating your audience about trends they likely don’t know about to help set yourself apart from the competition and instill trust in existing and potential customers. Taking the time to know your audience and speak their language can help prospects and existing clients identify with your agency. If your content resonates with consumers, they’ll likely engage with your agency, do business with you and send over referrals.
Ready to Kickstart Your Marketing Efforts?
Combining great leads with powerful email marketing can truly set you apart from other insurance agencies, helping you write more policies. Partner with a lead provider like ZipQuote – we’ll connect you with prospects in real-time so you can quickly start applying email marketing best practices and sign more policies. The experienced ZipQuote team is committed to helping you connect with high-intent prospects through lead generation and live call transfers, so you can engage high-intent prospects and scale your ROI. From first lead to a strong customer experience strategy, your agency can build from the ground up.
Click here to learn more about how ZipQuote can help you grow your business.