How to Write the Perfect Insurance Email

1. Masters of Marketing How to Write the Perfect Insurance Email Heather Cherry AgencyBuzz Product Manager

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. 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. 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.

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.

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).

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.

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.

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.

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.

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.

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

How to Write the Perfect Insurance Email

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