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Video 84: Email Marketing Is About Your Prospects, Not Your Agency

May 26th, 2011Posted by akassover in Email, Insurance Agent Websites, Videos

Hi, it’s Aaron from AgentMethods talking about insurance agent websites and using email marketing to grow your agency.  And yesterday, I talked about the purpose of email marketing and how you want to use email marketing as a way to grow relationships and that as a prospecting tool, you’re sort of running the risk of being a spammer.  And unfortunately with insurance marketing, you’re kind of already behind on the game because there have been a lot of people out there spamming for insurance, especially for life quotes and auto quotes; that happens to be a big source of spam.  It’s not as big as these online pharmacies are, but it’s been a problem.  And people have been sort of turned into seeing insurance and deleting it.

And so I thought it would be good to talk about some ways to think about what goes in your campaign, some thoughts about how to approach your content so that you can make sure that when your customers receive it that they see your email and they know it’s not spam, that they’re interested, they open it, and they read it.  You don’t want them to delete it or to just never read it, you don’t want them to unsubscribe, you don’t want them to file a spam report, for sure.  And so you want to use the content and what you put in your marketing message or what you put in your email to make sure that it’s sort of meets your audience’s needs.

And so think about your prospect and your customer and what’s going on in their world when they receive this email.  Now, your email is really—it comes as an interruption, they weren’t expecting it, they weren’t planning for it, they may have opted in, but they didn’t necessarily ask for the email today, and so you’re interrupting their daily schedule with your message, with your agenda.

And so the best way to deal with these interruptions, the best way to get your prospects to open them and read it and be interested in the email is to make it about them, to make your content as much about your prospects as possible and as little about you as possible.  This is not a place for you to announce changes in your agency, recent updates in your agency, agency announcements, “We are now selling blank”; this is not a time for you to talk about yourself.  This is a time for you to talk about your customers.  So take whatever topic or whatever agenda you have, if it’s you’re now licensed to sell life insurance, you want to promote that, don’t just announce you’re selling life insurance, but really zero in on why your prospects should be thinking about life insurance right now, educate them on life insurance, and then close the loop by talking about why they should talk to you about life insurance and how they will benefit from your experience and your license to sell life insurance.

It’s the old how to make friends and influence people rule of talking about other people as opposed to talking about yourself.  It applied ten times over in email marketing, because if it’s not relevant to your audience, it’s not relevant to your prospect/to your customer, if they get that email, they’re going to delete it right away.  If you want to have it opened, it has to be about them.

So take your topic, take your objective, take your goal, and really reframe it to be about your customers’ needs.  This is hard; I admit that we don’t always do the best job of this.  It takes a lot of discipline, it takes a lot of work, you have to be creative, and you have to really put in the time to do it, but this is critical to the success of your campaigns.  You’ll see that your open rates, your click-through rates, and your results are just significantly better if you make your emails about your customer.

So that’s what I’ve got today.  I will have more email marketing, how you can use email marketing to grow your insurance agency tomorrow.  Remember, if you have any questions, if there’s anything that you want to know about marketing your agency online, about insurance websites, search engine optimization, pay-per-click campaigns, or really anything else, now is the time to ask.  Put a question in the comments or send me an email, aaron at agentmethods dot com.  Thanks, and I will see you tomorrow.