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How to Write the Perfect Insurance Email

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In the February 2019 edition of Masters of Marketing, AgencyBuzz product Manager Heather Cherry discusses how to write the perfect insurance email for your agency's clients and prospects.

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How to Write the Perfect Insurance Email

  1. 1. Masters of Marketing How to Write the Perfect Insurance Email Heather Cherry AgencyBuzz Product Manager
  2. 2. Welcome to Masters of Marketing! • Today we’ll be talking about tips for writing the perfect insurance email. • Follow along with our live conversation on Twitter using #MastersMktg (Follow us on Twitter @InsTechCorp while you’re at it!) • If you have questions during the webinar, please use the chat window and I will answer all questions at the end. • Today’s presentation will be posted on our blog later today: https://resources.getitc.com/masters-of-marketing • Join us next time on March 21st at 12:00 p.m. for Let’s Review: How to Get Online Reviews for Your Insurance Agency hosted by Internet Marketing Product Manager Phillip Long. Thank you for joining us today. Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com
  3. 3. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  4. 4. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  5. 5. Establish Your Goals • Ensures Emails Remain Focused • Reduces Unnecessary Content • Guides Recipient • Limits Distractions • Specific, Measurable • Numbers + Timeframes + Strategy • We plan to generate # of auto quote requests over the next # months by leveraging an auto prospect campaign. Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com If you have several goals, consider multiple campaigns.
  6. 6. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  7. 7. Determine Your Audience • Baseline for Campaign Components • Dependent on Availability & Accuracy of Subscriber List • Deliver Relevant & Timely Messages • Segmentation by LOB, Age, Location, etc. • Talk to Decision Maker(s) Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Align your audience with your established goal for the campaign.
  8. 8. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  9. 9. Choose the Tone • Analyze Your Audience • Age, LOB, Customer Status • Maintain Consistent Brand Personality • Utilize Humor (When Relevant) • Formal/Professional • Dear, To Whom It May Concern, Sincerely • Informal/Casual • Hello, Hi, Thanks, Talk Soon • Test, Test, Test! Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Each campaign may have a unique tone (and that’s okay).
  10. 10. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  11. 11. Craft a Subject Line • Preview of Message • Helps Subscribers Prioritize Emails • Direct  Transactional/Confirmation • Personalized  Policy Information • Curiosity/Creative  Educational, Informative • Reinforce CTA  Feedback, Referrals, Social Followers • Act Now  Deadlines, Open Enrollment Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Studies have shown odd numbers generate higher open rates than even numbers.
  12. 12. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  13. 13. Write Your Content/Message • Explain Purpose • Relevant to Audience • Help, Educate, Establish Credibility • Provide a Benefit/Value • Concision is Key • Be Genuine • Separate into Multi-Message Campaign if Necessary Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Consider writing your message and revisiting next day to remove unnecessary content.
  14. 14. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  15. 15. Add a Closing Statement • Provide Clear Next Steps • Consistent with Established Goals • Set Clear Expectation for Future Communication • Provide Contact Information • Visually Appealing • Include a Clear CTA Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Without a proper closing and CTA, your email is essentially a dead end.
  16. 16. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  17. 17. Optimize the Design/Layout • Clean, Simple, Skimmable • Utilize Eye-Catching Imagery to Supplement Content • Facilitate Logical Flow • Reduce “Scroll Count” • Toolkit • Rows, Columns • Blank Space/Blocks • Headings • Bullet Points, Lists Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com The Rule of 3: Numerous studies have shown that the brain prefers to receive information in groups of 3.
  18. 18. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  19. 19. Things to Avoid • Spelling or Grammar Errors • Inbox Oversaturation • Going Silent After the Sell • Inappropriate Text Slang/Shorthand • Click-Bait Subject Lines • High-Risk, Sensitive Content • Aggressive, Salesy Language • All CAPS • Complacency Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Emoticons/Emojis are generally considered inappropriate for insurance communication.
  20. 20. Insurance Email Toolbox • Establish Goals • Determine Audience • Choose Tone • Craft Subject Line • Write Content • Add Closing • Optimize Design • Things to Avoid Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com Insurance Email Marketing
  21. 21. Thank You for Joining Us! • Find slides & a recording of this presentation at https://resources.getitc.com/masters-of-marketing • Join us next time on March 21st at 12:00pm for Let’s Review: How to Get Online Reviews for Your Insurance Agency hosted by Internet Marketing Product Manager Phillip Long. Heather Cherry 800-383-3482 x 1182 hcherry@getitc.com

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