Despite all the new forms of online marketing that have appeared in recent years, email marketing is not going anywhere.
It remains one of the most popular forms of online marketing for insurance businesses because it is so effective.
But how do you get the most from your emails? Here are some ideas to keep in mind.
Use double opt-in
Always ask for permission to send emails. If people opt-in to receive your emails, it means they will be better prospects, and they are less likely to mark your emails as spam.
However, go further by using double opt-in. This is where you send an email and ask recipients to click on a link within the email to confirm their interest. This shows you that they really do want to receive your emails, making them more valuable to have on your list.
Sign up your social media followers
If you have accounts on Twitter and Facebook, your followers will already be engaged with your brand. If they follow your posts and share them, they may be interested in signing up to your email list, so take advantage of the opportunity.
You can sign them up from Twitter directly, and on Facebook you can send them to your landing page. This is one of the most effective ways that social media and emails can work together.
Don’t make the emails about you
Always focus on the needs of your customers in your emails. What do they want to know? What questions and concerns do they need answered? Don’t just go on about yourself in every email because recipients will soon become bored.
Also include occasional promotions to get them back to your site and boost sales. This makes your recipients feel special that they received news of the offer, making it more worthwhile for them to be on your list.
Create a dedicated landing page
It is a good idea to include your sign-up form in multiple places on your website, such as at the end of your blog posts and in your side column. However, make sure you have a dedicated landing page devoted to sign-ups.
There is a lot that goes into an effective landing page. Don’t provide any links or distractions, and everything should work towards encouraging visitors to insert their email address in your form.
At the same time, make sure your forms are easy to fill in. The less information you ask for, the better, so try to keep it to just an email address.
As well simply building a list, do make sure that you have the ability to split out your list by interest. Your local car insurance customer might need a different message to that of your business insurance client / prospect you have. By having the ability to send different messages to different lists / groups – you will stand a much better chance of improving your ROI.
Make email marketing work for you
Many online marketers will still tell you that the secret to success is in the list. Email may seem positively old fashioned, but it is still remarkably effective when done right.
So build up a large list of highly-engaged prospects, then make sure you deliver the content they want and expect in order to increase open rates.