In 2020, insurance marketing emails are more important than ever before.
Thanks to the Covid-19 pandemic, millions of people are discovering the value of health insurance for the first time.
As a result, your average joe is weighing up the pros and cons of insuring their health versus paying out of pocket for medical procedures and prescriptions.
This makes the job of your average insurance communicator that little bit harder.
We want to help you make the most of your limited time in order to increase the chances of your customers opening your emails and taking out your calls.
So how can we help?
We’ve put together a step-by-step guide to help you craft the perfect insurance marketing email campaign.
Step one: Set the date for your campaign.
We know that timing is everything when it comes to marketing and sales, especially in the world of insurance.
Just because you’ve got a limited time to promote a product doesn’t mean that you should rush into sending out your emails.
Think of something that’s going to be valuable to your customer and set the date in stone.
If you’ve got a business trip planned, then consider setting aside a few days to a week to do some more exploring or research.
Step two: Define your objectives.
Now that you’ve got a date set for your insurance marketing email campaign, take the time to sit down and clearly define your objectives.
What are you hoping to achieve by sending out these emails? Are you looking to gain signups for your health insurance or sell your car insurance?
Whatever your goals are, take some time to brainstorm ways in which you can measure your success.
If you’re aiming to gain new customers, then consider focusing on customer satisfaction.
Ask yourself, “Am I satisfying my customer?”
“Customers who have a good experience with your company have a higher chance of being back for more,” Steve Sadowski-Synnott, vice president of Customer Experience at Mpower, told Business Insider.
Measuring customer satisfaction is fairly straightforward.
You can take the number of complaints you receive and divide it by the total number of orders to give you a score out of 10.
Step three: Choose a focused subject line.
A focused subject line is worth a thousand words.
You want to keep your emails short and sweet so that your customer opens them and clicks on the action button right away.
Think of a headline that’s going to interest and grab the attention of your audience.
For example, if you’re using HubSpot to power your marketing, then you could take a look at the recent customer surveys to get an idea of what interests your audience.
Subject lines should be between three and six words long.
Anything longer and you’re risking your email being overlooked in a sea of similar emails.
“To stand out, your subject line should be powerful. The best ones are always short and concise but also very focused on the action that the email is trying to achieve,” Amanda Phong, HubSpot’s Director of Marketing, told Inc.
Step four: Develop a concise and effective message.
You’ve got your date, your objectives, and a focused subject line — now it’s time to craft the body of your email.
Your message should be concise yet effective.
The shorter your message, the more effective it is.
Your customer should be able to understand what you’re selling in one reading.
Your message is made up of a number of key components including;
- The headline
- The subhead
- The one or two sentences that sum up the main points
- The call-to-action (CTA)
- The body
- The footer
Your headline is going to be the lead in your email and can be a powerful tool to grab your audience’s attention.
Your subhead is going to be what your customer already knows about your company or product.
For example, if you’re marketing a travel insurance policy, your subhead could be, “Holidays saved up to £500”, or if you’re selling car insurance, it could be, “New car covered from £5,000 to £10,000”.
Your one or two sentences should state what your product or service is and why your customer should care.
Try and keep these sentences as short and sweet as possible.
The CTA is the last thing you want to miss in your email as it’s likely to remain at the top of the reader’s mind as they scroll down the page.
Your CTA should appear to be a natural progression from your headline and subhead.
The body of your email is where you want to go into more detail about the product or service you’re promoting.
You don’t need to write a novel, but don’t be afraid to go into some extra details about the product or service that you’re touting.
The footer of your email acts as a bit of a catching-all for your email.
This is where you want to include a disclaimer, privacy statement, or other legalities pertaining to your business.
You also want to make sure that you’ve got an unsubscribe link at the bottom of every email, just in case your customer does decide to stop receiving your newsletters.
Crafting an effective insurance marketing email is all about placing key words in the right places and using persuasive language.
By simply following these steps, you’re guaranteed to crank out a decent looking email that your customer will find valuable.