Many agencies we work with question the effectiveness of email marketing. They wonder how much is generated from sending out emails. I want to say loud and clear that email marketing does work when you have the right mindset of what it is here to do. Sending out mass blast messages to strangers will not work. So don’t even try that strategy (for many, many, many reasons) but what you can do is build an email marketing strategy.
Think about this, we all know insurance is competitive. In today’s world, EFT reins supreme. The one downside to EFT is that you see your carrier every single month in your bank account. Your renewal comes well branded from the carrier. Your carrier is sending you email messages and text messages. The carrier has their app on your phone. So where is your agency? You can see how easy it would be for your client to forget about you. When your clients don’t know you have choices and don’t hear from you to remind them to contact you first, they start to believe their agent is the carrier.
When thinking about email I want you think about nurturing not selling. Think about keeping front and center with your contacts and customers. Email marketing takes some up front work but then it’s up and running with little maintenance. We recommend the following email campaigns:
- Weather messages
- Renewal
- Cross Selling
- Lost Business
- Unsold Business
- Centers of Influence
- Holidays
- Niche Marketing
When you consider the low cost of email marketing you can’t deny it’s a great way to stay front and center.
