6 Important Steps For Insurance Agency eMarketing Success
6 Important Steps For Insurance Agency eMarketing Success
Insurance Agency eMarketing remains a viable and effective method to increase insurance agency leads and improve an agency pipeline. eMarketing has been around for quite some time, well over a decade, though the tools have improved and infrastructure costs have declined since the advent of Cloud Computing.
Create a Plan: Who is your target market? What size companies? What target titles? What is the value proposition your agency ultimately wishes to convey?
Determine Topics of Interest: What types of topics will be of interest to your target contacts? What content is appropriate and compelling? If using webinars, video or vlogs, what speaker credentials will help convey your content in a succinct and professional manner?
Create a Compelling eMail: A compelling eMail begins with a short and compelling subject line, includes short but interesting content and a clear call to action, and ends with a professional salutation. That said, this simple sentence represents the challenge for most agencies. Though the basics of insurance agency eMarketing are very simple, Step #3 includes many nuances which require expertise and eMarketing subject matter knowledge. Avoiding Bayesian poisoning, obeying the CAN-SPAM act, scrubbing emails, honoring opt-outs, and keeping your emails educational in orientation are all critical elements for successful insurance agency eMarketing.
Sending Frequency: The frequency of eMail sends, sometimes referred to as eMail blasts, varies with the type of eMail and content an agent has selected. For example, for a monthly newsletter, I would suggest a single send each month, ensuring that newsletter registrants are included in a separate segment and excluded from ensuing monthly sends. Insurance Agency Webinar invitations can often command two sends while industry alerts can be done once a week. However, insurance agency eMarketers should refrain from weekly sends unless they are completely confident their subscriber list values the content and frequency. There are tools allowing subscribers to auto adjust their frequency.
eMail Formatting and Testing: Browser testing, HTML versus text email testing (multipart mime), formatting, shouting and rush words are all important elements of insurance agency eMarketing. Make sure you send emails to various clients for testing including Outlook, Gmail, Yahoo, etc... to ensure your emails are rendering correctly. Minimize HTML and graphics to improve delivery. And encourage subscribers to white list your sending address to optimize delivery. Your email solution should include a spam filter test to help determine if your email contains inappropriate words like "Free" or "Buy Now". There are many other spam filter issues - make sure your email is composed correctly and limits boldfacing, colors and italics.
Tracking: To track or not to track, that is the question. Tracking allows you to determine open rates, multiple opens and click rates. Tracking can also reduce delivery optimization and increase spam filter issues. Agencies can try some emails with tracking and others without to determine if there is a marked difference in delivery and bounces when tracking is utilized. Tracking when using split test methodologies can be highly effective if an agency employs experienced eMarketers or has outsource this marketing function to an experienced insurance marketing agency.
Cloud Computing Agency eMarketing solutions are plentiful and inexpensive these days. The challenge is using the tools correctly, not the investment in the tolls themselves. Most tools can do all the basics, some integrate with a platform, agency management system or sales force automation solution. Regardless of the tool selected, insurance agency web marketing best practices will only evolve if agencies and brokers invest in the eMarketing expertise needed to use these tools consistently, professionally and correctly. And if an insurance agency invests in this type of web marketing initiative, particularly if they are running insurance agency webinars in conjunction with the eMarketing program, they will build a strong web marketing foundation which will reap increased insurance agency leads and an improved long term agency pipeline.
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