When you craft an email marketing message you should have one goal in mind: achieve an incredibly high response rate from qualified insurance leads. The path to success here is a less is more mentality. Here are the two keys to making this one of your favorite email tactics for insurance marketing and sales.
When it comes to email marketing, brevity is next to godliness. Even the most qualified lead won’t make it through a long, wordy email. The same goes for your favorite client. There’s just too much media competing for their attention and not enough time in the day.
So keep your email brief. Stick to one, or at the most, two key messages with links. Make each item’s value proposition clear in a sentence or two. Whether you want readers to click through for a sales quote, read a blog post, or view an infographic, those higher response rates come from a clear value proposition.
Your message should speak to the skimmers and scanners out there. Is your aim clear in a couple of seconds? Use big bold text for what’s most important.
Lastly, keep the most important info “above the fold” — that is, visible on the screen as soon as the recipient opens your email, without having to scroll down to read more. The more enticing the click-through link above the fold, the higher your response rate will be.
Of course, it’s not just that your messaging is brief — it also has to be focused. There are two keys to remember about a focused message:
- It has one primary value proposition or call to action per email.
- It presents the right message to the right customer at the right time.
Pull a customer in too many directions at once — Click HERE for a free quote! Read our latest blog post HERE and like us on Facebook HERE and follow us on Twitter HERE — and they’re likely to get decision paralysis.
Divide your customer’s attention between too many competing options, and you diminish their focus. The only thing you increase here is the likelihood they don’t respond to any of your CTAs.
Beyond too many messages is the problem of a message mismatched with customer’s current buyer stage. Welcome emails, relationship nurturing emails, active sales emails, and retention emails each had a perfect target — a customer who’s at that buying stage and primed to hear and respond to that particular message.
Send a customer who’s not ready to buy a hard sales email and you could lose a sale. Just as the wrong spoken words could put off a customer, so can the wrong written words.
Use list segmentation and progressive drip campaigns to make sure that you send more of the right emails to the right leads and customers at the right time. Do this, and you can watch your response rate shoot through the roof.
Have Fun With It
Lastly, a reminder to stay positive. Being this concise and razor-focused isn’t easy. It would be easy to look at your email marketing as a challenge or obstacle to achieving your sales goals. Don’t. Recognize that these messages are an opportunity to connect with your existing customers and new ones. Have fun with your new email messaging. Try several styles to find what works for you and gets the desired response from your subscribers. The reward is watching your response rate take off.
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