Insurance Agency Email Marketing: 3 Quick Tips for Better ROI

Email marketing has the highest ROI of any marketing channel.

You read that right. Even in the age of social media and content marketing, email still sits atop the ROI rankings. It can be a huge boost for your insurance lead generation as well.

Follow these 3 simple rules for getting a better ROI from email marketing.

1) Understand your target audience (buyer persona)

Start by asking yourself some questions.

  • Who are you trying to reach?
  • How old are they?
  • What about their job keeps them up at night?
  • What are their interests and what turns them off?

Answer these questions to create more interesting email content that prospects can’t ignore. Focus on solving problems they are dealing with.

Source: Neil Patel

When you offer value in every email, you’ve got the basis for a winning formula.

2) Keep your list fresh

According to HubSpot, your email list will decay by about 22% every year. Most of that may be because people simply change their address from time to time.

You need to keep your email list updated.

Place calls-to-action (CTAs) on your site so visitors can subscribe or update their information.

Also, encourage connecting on social media to keep in contact in case of an address change.

Pro tip: keep an eye on your bounce and unsubscribe reports. Personally reach out to them to ask why they left. Sometimes, they do so by accident and will gladly re-subscribe.

3) Organize your email list into segments

Every email should be relevant to the recipient. Aim to make a personal impact on each person you send the email to.

You can’t send the same email to a 35-year old father-of-two and to a 60-year-old grandfather and expect the same results. It just won’t affect both of them the same way.

MailChimp, a leading email marketing software, tested email campaigns that were segmented by interest. Notice that clicks increased by almost 90%! That’s a business-changing statistic.

Organize your email list according to your buyer personas so that you can create emails that resonate. This way, each person who receives your email will be able to better relate to what you’re talking about.

If you try to please everyone, you’ll wind up somewhere in the middle, pleasing no one.

Conclusion

Insurance marketing through email can be an effective tactic, especially when done right. If you send the right message to the right person, you’ll get the best ROI possible.

This originally appeared on the advisors2inbound blog

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