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Purchased lists can often seem like a tempting quick fix and makes you feel like you’re reaching the maximum number of people, but it’s an expensive and ineffective strategy. ESP Reputation Damage Bounced Addresses Spam Traps – Hidden email addresses that are used by ESPs to flag purchased lists. Never Open Mark/Move to Junk Abuse Reports Inbox Placement – ESPs filter you out to spam because they know their users aren’t looking at your emails. Quality > Quantity Connect with Smaller, More Engaged Audience Build & Nurture Personal Relationships Focus on Developing Personal Relationships More Impactful Campaigns Focus marketing efforts on people who want to interact with your emails instead of blasting out emails to people who don’t even know who you are. Better data gives more actionable insights about the content and delivery preferences for your subscribers.
List decay happens when email addresses hard bounce or opt-out and no longer receive emails from you.
Natural Database Degradation Abandoned Old Email Account (AOL) Changed Email Addresses Employee Turnover Aim for Growth Rate to Exceed Decay Rate Try to get your growth rate percentage to equal or exceed the decay rate. Keep Current Subscribers Stay in Front – Regularly email subscribers so they don’t forget who you are. Monitor Open Rates – Change Frequency Provide Relevant & Unique Content Get New Subscribers Newsletter Signup Form Subscribe Link: Blog Posts, Social Media Sites Capture In-Office Make Sure Email Address Field is on Every Form Add Sign-Up Link to Email Signature – Capitalize on Existing Email Engagement Contests – Client Giveaways, Staff Incentives Offer Something of Value – eBooks, Guides, White Papers, etc.
Email Insanity: Sending the same emails, the same time, the same way, expecting different results.
Email Marketing is Always Evolving Marketing Trends + Themes Constantly Change – Update Campaigns to Stay Relevant Advances in Automation or Segmentation Techniques + Strategies Discover New Email Marketing Features Adapt to Agency and Industry Changes Change Design/Branding for New Logos, Website Redesigns, or Agency Rebranding Update Content for Shifts in Insurance Industry to Maintain Accuracy Frequent + Consistent Check-Ins Recommended 30 Day Check-Ins of Email Stats, Conversion Rates, Marketing Research, Industry Changes Gain Insights Look Out for Declining Open Rates (Subject Line, Email Frequency), CTR (Content, Design, Layout) and CTOR (CTAs, Clear Next Steps, Value Proposition) Implement A/B Split Testing: Actionable Insights into What Makes Your Specific Subscribers Engage Subscriber Surveys: Ask What Content They Want to See, Products They Want to Learn About, and How Often They Want to Receive Emails Strategy Refresh Content: Confirm Relevancy, Clarity, and Concision Adjust Segmentation: Adjust Segment, Especially As Data Quality Improves Provide Variety: Do Not Repeat Same Types of Messages Within Campaigns Beware of the Shock Factor Don’t Make Too Many Changes All at Once and Confuse/Shock Subscribers
A lot of insurance agents spend too much time bragging about how much experience they have or how much they know. While that can be nice to know, subscribers are left asking “What’s in it for me?”
It’s Not About You, It’s About Your Subscribers It’s not about what you know, it’s about how you can help subscribers. Spend more time focusing on their needs & problems instead of telling them your agency history. Provide Value While Being Interesting Paint a picture of a realistic situation subscribers might encounter. Share personal stories and don’t be afraid to pull at heartstrings. Highlight Benefits, Not Features Instead of telling subscribers how many carriers you have, tell them what that means for them. Don’t spout out coverage details, describe a situation where it would help them. Answer a Question or Solve a Problem What are the FAQs your agency gets? Incorporate answers into your campaigns. Be Better Than Google You have to provide more information than what is already out there on the internet. Establish yourself as an expert through the value and information you give. Provide Tangible Materials Guides + Checklists Home Inventory Packets Disaster Plan Templates
First Name greetings aren’t enough. Each of your contacts is a unique individual who deserves a tailored email experience.
More Than a Name…Personalization Tags Small piece of code to pull a contact’s first name into an email sent to a group. Great to use in subject lines to grab attention. Don’t provide a personalized experience. Novelty is Wearing Off As More Companies Use them. Room for error with invalid codes and muddy data. Send Relevant Emails Opt for sending wanted, consented, personalized, and engaging emails. Emails with tailored content that is relevant and useful for your recipients perform better. Your audience will appreciate receiving information they will actually use. Be considerate. Lean on Data Demographics: Who to Target Purchase History: What to Say Referral/Lead Source: How to Say It Engagement History: When + What to Say Segmentation Insights Group subscribers with shared characteristics and align emails with their problems and needs.
You get so excited about email marketing capabilities that you overwhelm yourself and never lift off.
You Can Do Anything, But Not Everything Easy to Get Excited, but excessive ideas can weigh you down. Overwhelming Hard Time Following Through Email Marketing Stalls, Becomes Stagnant, or Never Launches Time, Resources, Money Email marketing’s biggest challenges – and they aren’t going to change. Choose to make the time.Staffing Resources Budgetary Constraints Have a Clear Plan + Schedule List Out Your IdeasPrioritizeStart with 1-2 and Gradually Work Through List at Reasonable Pace Save time by repurposing existing website and blog content. Inbox Flooding Slowly warm up inboxes. Avoid spikes in bounces and opt-outs. Set Attainable Goals Map Out Expectations and Deadlines Work at a Reasonable Pace to Avoid Burnout
Every email has a distinct purpose and is sent to a specific individual. It’s your job to make sure each campaign aligns the two.
One Size Does Not Fit All Each group of subscribers has different needs.Each campaign has different goals.Each individual takes a different path. Subscriber Needs Education, Information Coverage Options, Policy Details Claims Process Campaign Goals (CTA) Get a Quote Purchase Policy Visit Website Individual Journeys What motivates this group to engage, interact, and complete the goal? How many emails will prompt action? What information will prompt action? Multiple Versions of the Same Campaign 1 version to one segment, 1 version to another. Subtle changes to ensure relevancy.
Masters of Marketing: 7 Email Habits You Should Break Today
Masters of Marketing
7 Email Habits You Should Break Today
AgencyBuzz Product Manager
Welcome to Masters of Marketing!
• Find a recording of this webinar at
• Ask questions in the webinar chat box.
• Join the conversation on Twitter with the hashtag
#MastersMktg (follow us at @InsTechCorp!)
• Join us next time on Thursday, September 19th for Strategic
Benchmarking for Digital Marketing hosted by SEO Consultant
The Dangerous Myth of Buying Lists
• ESP Reputation Damage
• Prohibited by Most Reputable Email
• Quality Over Quantity
• More Impactful Campaigns
“Aside from the legal
implications…there’s no benefit to
stunting your highest performing channel
with data that doesn’t convert.”
- Tink Taylor
President & Founder, dotmailer
Automation and “Email Insanity”
• Email Marketing is Always Evolving
• Adapt to Agency and Industry Changes
• Frequent + Consistent Check-Ins
• Gain Insights
• Campaign Metrics
• A/B Split Testing
• Subscriber Surveys
• Refresh Content
• Adjust Segmentation
• Provide Variety
• Beware of the Shock Factor
“Test consistently to seek maximum
relevance with your subscribers. Try
- Erik Harbison
Chief Marketing Officer, AWeber
Talking About Yourself
• It’s Not About You, It’s About Your
• Provide Value While Being Interesting
• Highlight Benefits, Not Features
• Answer a Question or Solve a Problem
• Be Better Than Google
• Provide Tangible Materials
“The more value you can provide your
customers in your email campaigns, the
more they’ll look forward to getting your
emails each month.”
- Stephanie French
Chief Marketing Officer, Constant
More Than a Name…
• More Than a Name…Personalization Tags
• Send Relevant Emails
• Lean on Data
• Purchase History
• Referral/Lead Source
• Engagement History
• Segmentation Insights
“Personalized emails deliver six times
higher transaction rates than non-
- Experian Marketing Study
Trying to Do All of the Things
• You Can Do Anything, But Not Everything
• Time, Resources, Money
• Have a Clear Plan + Schedule
• Inbox Flooding
• Set Attainable Goals
“In your own program, make the active
choice to innovate your email program
instead of choosing to do nothing at all
and accept what you're given.”
- Ryan Phelan
Email Thought Leader
Using a One Size
Fits All Approach
Using the Same Approach to All
• One Size Does Not Fit All
• Subscriber Needs
• Campaign Goals (CTA)
• Individual Journeys
• Multiple Versions of the Same
Campaign “Marketing content needs to adapt to
individual customers’ precise interests.
You can’t just send email blasts with one-
- Campaign Monitor
Thank you for joining us!
Find a recording of this webinar at
Join us next time on Thursday, September 19th for
Strategic Benchmarking for Digital Marketing hosted by
SEO Consultant Dylan Brooks.