Insurance Agency eMarketing is often described as an art and a science, but the basics should be simple enough for any agent to follow. Unfortunately I've seen many basic rules broken by agents sending out emails that use colored fonts, capital letters in the subject line, and prolific use of spam words like "free offer" that are almost guaranteed to send an email to a junk folder. The list below represents the top 10 tips to help ensure insurance agency eMarketing success. These tips are applicable to both small scale campaigns using simple eMarketing tools (even Outlook) and large scale campaigns which run in the thousands of contacts.
Easy Opt-Out - Make sure you have a simple "unsubscribe" link and quickly remove anyone who wishes be deleted. NO SHOUTING - See how bad those capital letters look? Do not shout in your subject line, or the body of the email. No Colored Font - If you are attempting to market a professional product or service, do not use gimmicky colored text. Minimal Bold & Italic Font - Bold and italicized fonts are not off limits, but keep their use to a minimum. Only a phrase or two. No Spam Words - Stay away from "Free Offer" or "Satisfaction Guaranteed". Be Concise - People are busy, so be brief. A few sentences and a clear call to action is much better than too much verbiage and loud text. Page long lectures and email diatribes are not the way to go for your insurance agency marketing. Simple Call to Action - If you have someone's attention, make it quick and easy for them to take action. Offer Value - Make sure the prospect will receive a real benefit by answering your call to action. Professional Salutation - Please use Sincerely or Best Regards and your real name and real title. Stay away from motivational quotes and gimmicky closes. Subject Line Promise - Make sure your subject line appropriately describes the content of your email body. Not only is this the professional way to approach eMarketing, it is also one of the CAN-SPAM Act regulations.And remember, graphically rich HTML emails may look great on your computer, but will not likely display that way on your target prospect's computer, and are more likely to be intercepted by spam filter. Simple and concise business emails often work better than graphically rich emails, and look much more like business communication and less like advertisements. Make sure you read the CAN-SPAM Act regulations and closely follow these important regulations.
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