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Video 83: The Purpose Of Insurance Email Marketing

May 25th, 2011Posted by akassover in Email, Insurance Agent Websites, Videos

Hi, it’s Aaron from AgentMethods and I’m talking about using email marketing to grow your agency, grow your prospects, and grow your customer base.  And I thought today I just would sort of, before we get talking about content and what you should put in your email, I thought I would just talk a bit about the purpose of email marketing, why you want to do email marketing campaigns, and what you can achieve from them.  And I know that what we all want are more customers; that’s the goal—we want more customers buying more products.  And so the tendency is to want to use email marketing as a prospecting tool to go out and use it to find new relationships, to increase your universe of known prospects, and to touch on new people that way.

Now, there’s a problem with that.  Sending email to people that you don’t know or you don’t know, you don’t have a relationship with, if you get their email address somehow without their permission, that is, by definition, spam.  And so if you’re buying a list, if you’re collecting emails unsolicited, if you are scraping emails off of other places, if you take an email from somebody else, if you grab all the CCs in an email that you received and put them in your list, all of those things are spam.  And it gets you in front of new people, but you’re not welcome.  And what you’re going to see if you generate email lists that way, if you use it to create new relationships, new prospects, that your open rates are going to be terrible; you’re going to see almost no open rate.  Your click-through rates are going to be almost zero, and you’re going to run the risk, a very high risk of getting your emails flagged as spam and getting blacklisted so that your emails go straight into the spam inbox and you will never see your email campaigns ever be successful, ever.  And getting off of spam blacklists is a lot of work, it takes a lot time, you have to really prove that you’re legit and you’ll find that email companies like Constant Contact and Mail Chimp and AWeber won’t even work with you if they see that you have a history of spamming.  That’s just kind of the bad news.

Now, I think there is a good side, which is to look at email marketing not as a way to generate new prospects, but is a really efficient way to maintain relationships, to build relationships, to built trust, to credentialize yourself and to educate your prospects, and to do this over a long-term for a lot of people.  And it’s a way to really automate what could be a very time-consuming and tedious follow-up process.  And so email is a great tool as you develop new relationships, if you talk to a prospects and maybe they don’t buy or if you talk to a prospect and they refer you to somebody else and you talk to them and they don’t buy, or maybe there’s a future product they’re just not ready to buy right now.  It’s a great way to take sort of the soft sell, the long-term approach to keep yourself in front of them in a way that is educational and useful, informative, and sort of develop that trust that when the time is right for them to buy, that they think of you; when they think of insurance, they think of you.

Now, of course, in your emails, you do want to put call-to-action, so you do want to make it easy for somebody to receive an email and click-through and make a purchase or contact you or get a quote.  But that’s not necessarily the primary driver.  You want to have it there so if they save your email and they say, “I want to get a quote from this agent,” they can click on the link.  But that’s not what you’re ultimately trying to do with the email itself.  You’re trying to maintain and grow your existing relationships.  And over time, as you get more and more people in your email list, it will become a bigger and bigger source of business for you.  But it’s not a prospecting tool, it’s not a way to go out and get new relationships.

So I think that’s important to keep that in mind because that’s going to guide your content, it’s going to guide how you structure emails, it’s going to guide kind of the approach that you take in thinking about email marketing and your expectations going forward.  So think about that, think about why you’re doing email campaigns, and sort of make sure that you’re doing it in a way that’s going to be sustainable and it’s going to work.

That’s what I’ve got today.  I’m going to have more on email marketing and how it can help you and your insurance agency tomorrow.  Thanks for watching.