A successful email marketing campaign can be one of the best ways to grow your independent insurance agency. With an average return of investment (ROI) of 28.5%, email marketing can deliver returns of $44 for every $1 spent. However, it’s essential to have a well-thought-out strategy that conveys your message clearly and drives customer engagement.
Below, you’ll find step-by-step instructions to create a successful email campaign for your independent insurance agency.
Step 1: Analyze and Segment
To create an effective email campaign, you’ll need to analyze your audience so you can respond with relevant content. Analyze the demographics of your customers to gain insights into your target audience and divide your list into key segments.
Align key segment group customers according to their behaviors, motivations, and attitudes. Consumers can be categorized by age, profession, gender, home ownership, marital status, children, income, investments, spoken languages, purchasing behavior, hobbies, lifestyle, or any other demographics that stand out.
Once you have a segmented list, you can start tailoring your messages to leverage the opportunities within each group.
The following data will be useful when analyzing customers:
- Customer service records
- Credit card purchases and transaction statements
- Public records and phone directories
- U.S. census data
- Consumer information such as birth date, profession, gender, home ownership, marital status, children, income, investments, spoken languages, purchasing behavior, hobbies, and lifestyle
Internal data, third-party demographic information, and social media resources all provide valuable customer insights that help you focus your campaign.
A Customer Relationship Management (CRM) system can help connect the dots between customer profiles and potential lead generations. Agents can either manually input customer profiles or automatically generate them based on source information.
Additionally, cluster analysis tools, such as Segmentor, can dynamically segment your customer base for a current and accurate overview of customer traits. By segmenting your customer base with a cluster analysis tool, you’ll gain unique insights into their preferences that help you maximize the effectiveness of your email campaigns.
Step 2: Personalize
With a clear overview of your target audience, you’re now ready to personalize emails that resonate with customers. Emails with personal relevance to clients are more likely to spark engagement and convert sales. The larger your database becomes, the more you can fine-tune your email strategy to respond to individual interests.
Below you’ll find tips to personalize your email campaign.
- Welcome emails – Set the tone with customers from the very beginning by sending a personalized email with their name and selected demographic information.
- Birthday, anniversary, and celebratory emails – These emails can target an individual’s birthday, marriage anniversary, or other life events. Additionally, you can send emails that offer rewards on the anniversary of their first purchase, or for renewing their policy five years in a row. The options are endless and help build up customer loyalty.
- Informational emails – These emails focus on helping customers, rather than sales. Provide links to useful resources, online tools, and tips that add value to their lives and businesses.
- Promotional emails – On average, 70% of customers use a promotional email coupon every week. Use collected data to match consumers with the products they need to boost the success rates of these messages.
Always include your customers’ names in emails and adjust content to reflect their current life stages, interests, and changes. Data analytics tools can help you keep track of the life changes your audience is going through.
Step 3: Experiment
To find out which tactics work most effectively, you’ll need to do some experimentation. By tracking the success of your email campaign, you can identify areas that need improvement. You’ll want to analyze the following to optimize your strategy.
- Subject lines – A catchy title can make the difference between a customer opening your email or deleting it. Subject lines need to be personalized and awaken the reader’s interest. A/B test your subject lines to see which one has a better open rate. For example: subject line A with first name personalization – subject line B removing the first name.
- Sending hours – Test sending emails at different times of day to find out when your audience is most responsive. Tuesday through Thursday from 8-10am and 4-6pm are generally the best times to reach out. But first of all, you should test different days and hours to find the best fit for your business.
- Delivery rate – Keep track of how many emails actually get sent. Make sure your email address list is always up-to-date. An email append service can help you complete and validate your email address files. Datafinder, FreshAddress, Exact Data, Email Append Services, and Data Captive, are just a few of the many email append services available.
- Conversions – If your emails aren’t converting to sales, it’s time to rethink your strategy and develop new content.
- Unsubscribers – If many of your subscribers are opting out of your newsletter, you’ll have to take immediate action and adjust your content.
Remember that a successful email campaign requires consistency and a creative content strategy. Inefficient planning is where most email campaigns go wrong. Take the time to plan your approach well in advance. First, identify the challenges your customers face, then offer appropriate solutions with targeted products and services.
Email marketing offers independent agents an affordable and effective way to generate new revenue. However, you’ll need a clear approach and a detailed understanding of your clients to develop a successful email campaign. Examine your tactics from the customer’s point-of-view by asking yourself what your agency can do to enhance their experience. Following the above steps will help you add more value to customers’ lives, which will ultimately result in a more profitable agency.
Agentero helps independent insurance streamline client communications. Digitize and simplify your agency by utilizing our technology. We provide a personalized app for policyholders and the opportunity to leverage data to optimize your business. Learn more about Agentero!