welcome to Methodology

The blog of AgentMethods.com, covering insurance agent websites, web design, and insurance marketing

Video 87:Quickly Create Insurance Email Campaigns that Work

May 31st, 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.  So if you’ve been following along, you’ve now got your benefit, your key benefit, you’ve got your offer, you’ve got your call-to-action, and it’s time to go and sit down and write your message, to write your email.

And so I want to show you just a really simple approach today that we use to structure email campaigns and give you this format as a way that you can sort of follow along, make sure you get the key components of your message structured and hopefully improve your conversion rate, your open rate, readability of your emails, and just kind of making sure that your key benefits, your offer, and your call-to-action get through to your audience.  And so I’ve created this sort of a sample email, and let’s go take a look at it, and I’ll use that to walk through the different components of an email message of the actual content.

So we’re looking at an email that is on the AgentMethods template, and this works for both plain text and with HTML emails, like the one we see here.  But I’m just going to go through the different sections.  So at the top of the email, we’ve got a headline, and we use the headline just to kind of summarize the benefit that we’re offering to our prospects, the benefit.  So in this case, you can see the benefit is to create email campaigns that work quickly.  We just put that in bold and make sure that when people see this, they know what it’s about.

And then after that, write a short paragraph that sort of explains the benefit and explains the offer that you are bringing to them.  And I found that short is better, paragraphs, try to keep it three to four sentences tops.  If you start to get to wordy, people just stop reading, and so just write a short paragraph.  Now, in that paragraph, make sure that you include your call-to-action at least once, just in line in a link.  So if somebody scans the paragraph and they see that they’re interested, they can just right there go ahead and jump in, follow your call-to-action; they don’t have to get to the bottom before they can act.

Now after that, for those people who haven’t been convinced yet or maybe they just weren’t reading the paragraph or they still want to learn more before they take an action, I think that then you need to kind of summarize, reinforce your key benefits.  And the best way to do that is just really simple.  It’s just give them three to four bullet points of how what you’re offering to them will help them, what are the key benefits that they’re going to receive about what you’re offering, so they can just scan this and they can sort of see the things they can expect as an outcome.

Now, after the benefits comes the big call-to-action.  And so you can see here we’ve got the big orange text, this passes the squint test where somebody can stand back and squint and it will stand out, it’s really obvious.  If it’s a link, make sure it’s underlined, that you know you can click on it, and it’s kind of the most dominant thing on the page what they should do next.

After that, we’ve got a signature, so we sign off.  And then finally, there’s a P.S., and the P.S. is a great place for you to reinforce your call-to-action, so have a link in there, but also to remove an objection.  So think about what the biggest objection is that you’re going to have to follow this—it’s going to cost them money or it’s going to be a lot work or take a lot of time or they don’t need, and just really simply address that objection in your P.S. because that’s were people are going to end up.  And if they’ve gotten that far and they are still wondering about this objection, you’re going to shut them down, get rid of the objection and get them to act.

Now, a few tips.  The first one is to keep it short.  Long emails get opened and deleted.  People don’t have time, you’re interrupting them.  If you get wordy, if you get to start talking too much, they’re just not going to get read; they’re going to get deleted.  So take out the editing knife and cut things down as much as you can.

The second thing is remember that your email is about your prospect and not about you.  And so go through and rewrite sentences to use the word “you” as much as possible and replace “I” and “we”.

Don’t forget the P.S.  There are tons of studies about how much people read the P.S.  Often, they read it more than the actual body itself; they look at the headline, they scan down, read the P.S., and then they’ll go back and read the content.  So don’t forget the P.S.

And then make sure that the call-to-action is visible somewhere in the email above the fold of the screen so that you can see that call-to-action without having to scroll.  Think about the fact that people are looking at email through a program—maybe it’s Hotmail or Yahoo or Microsoft Outlook—so they’re not going to see the message full screen; they’re going to see just a window of it, so make sure the call-to-action link is apparent without scrolling.  This works in HTML and plain text, so you can follow this format with either way.

And then finally, don’t forget the unsubscribe links.  In my case, they are, if I scroll down, you can see that I’ve got why you received this, how you’re on the list, unsubscribe, our mailing address, and so you need to make sure you have those things in your message.

So that’s the approach.  It’s really simple, it can really help you kind of get your emails written quickly once you have your benefit, your offer, and your call-to-action.  You can really go and write one of these in a matter of minutes and get an email out in a format that you know is going to work, you know is going to get read, you know is going to have the call-to-action structured in the right place.

So that’s what I’ve got today.  I will have more on insurance agent websites, more on email marketing, and more on using the internet to grow your agency tomorrow.  Thanks for watching.