How Optimized are Your Marketing Emails?

It’s 2018—how are your marketing emails doing? Despite all the social media platforms we now have, to reach out to customers, email remains one of the most effective methods of digital marketing. But best practices change, and if you’ve been sending your email campaigns the same way for a while, now may be time for an update.

Here are some of the best practices for insurance agents in email marketing.

Be sure your emails are mobile-friendly. Everyone checks their email on their phones these days. Be sure the template you’re using is mobile-responsive, so users can read your messages on any size screen. Keep your design relatively simple and avoid large or complex files—so your messages don’t take too long to load.

Include a compelling call to action. What do you want people to do after reading your email? That’s your call to action. Tell them clearly and briefly, and in a visually obvious way—use a button in a contrasting color.

Provide value—don’t just ask for things. People are much more likely to open your emails if they think they’ll get something from it. Avoid sending emails that are purely promotional. Instead, consider how you can give something of value—such as an opportunity to save on their insurance, or answers to their most pressing insurance questions.

Target your marketing campaigns. Don’t just send the same email to everyone on your list. Segment that list based on demographic information, the customer’s interests, the types of insurance they already have—there are endless ways to do this—and send targeted messages. This makes your emails more relevant—and far more likely to be read.

Test and monitor your campaigns. You can read all the how-to articles about email optimization you want—and still not learn as much as you could from a few A/B test campaigns. Try different things. Split your list; send one version of an email to one group and a different version to the next. Test subject lines, length of email, placement of call-to-action buttons and links, and more. Monitor what works and fine-tune your campaigns.

Email is an excellent way to reach insurance customers, strengthen relationships, and boost your sales. And it’s not difficult to achieve great success with email marketing—as long as you follow good best practices and test your strategies. Do that, and you should be able to make your email marketing efforts more effective and profitable over time.

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