Email Marketing Tips for Following Up with Insurance Leads

October 9, 2014

You may have a thousand suspects, prospects, or even past clients in your database of insurance leads, but numbers mean nothing if you don’t follow-up with them. Email marketing is the answer to converting more of your insurance leads.

Email Marketing Done Right

Email Marketing Done Right

Add value first. This is the primary goal of any email marketing campaign and the most important insurance sales tip you can follow. Plan your value message before sending the first email or launching an extended campaign. Each and every email requires a plan of action and a specific aim. Determine the main points you want to cover, the value you want to add, and the call to action. This will keep you focused on inspiring your subscribers to action–moving your prospects closer to an insurance sale.

Start with your most important point first. Keep the message simple and reinforce that same simple message all the way to the point of action–a call to action. You have to capture and hold their attention right to the point of getting them to take the next step.

Most marketers make emails very impersonal. The message is a broadcast from an anonymous voice to a general audience. You should take a more personal approach. Grabbing your insurance prospects’ attention is often as simple as using a personal touch–use their name. While this may sound simple, it’s a proven trust builder and makes shows them you empathize with their personal needs.

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As for the recipient’s actions, you must include a call to action in every email you send out. In other words, you have to tell them what you want them to do. You can do this with clear and precise directions, such as “Click Here” links. Be careful not to include this too many times, but you want to make sure they have access to the link by including it in the beginning of the email and the end.

Another common mistake that many marketers make with email marketing is to send HTML-only email to insurance leads. Many folks have HTML disabled or their email system suppresses the graphics on emails. Always include a “text-only” option to serve these people and prevent your message from being confusing or even looking like spam.

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Adding a consistent template or format to your email marketing is another great way to present a professional and branded presentation to your insurance leads. This is an important insurance sales tips because inconsistency is a sales killer. Customers can become confused, mistrust an unfamiliar email, or mark messages as spam because they look unprofessional. You want them to know who the email is from each time, as it will help build up that trust.

Email marketing is a killer sales tool for converting your insurance leads into insurance policies. Review and follow these simple tips. Of course, we suggest buying a few fresh insurance leads to try out these new sales tips.

About Troy Wilson