Following up on Tuesday’s post regarding Prospect Email List Generation – here is a brief overview the next step in the Integrated Agency Marketing process: Insurance Agency eMarketing.  This is a complex topic, so I will share a few best practices to help you improve your email campaigns.

• Find the Right Subject Line – In my estimation, the subject line is more important than the sum of your message contents.  Take your time, practice, ask for feedback, split test, practice more.  Do whatever it takes to find an effective subject line.  These 10 words are more critical to your response that anything you say in the email.
• Avoid Graphics and Templates – Many eMarketing vendors make it very easy to add graphics to template layouts that make your message colorful and exciting.  The only problem is, not many people will see the pretty pictures.  What percentage of your target prospects use HTML email?  What percentage of the HTML users have Outlook set to refrain from automatically opening pictures?  A textual email will not be glitzy, but will reach significantly more inboxs and look much more professional when it gets there.
• Do not Sell Anything – This is a hard one for most eMarketers, myself included.  Why would you send a message to people if you are not selling anything?  Because if you do not try to sell anything, they may actually read the message.  Provide an educationally oriented message that will convey your expertise.  If they are interested in the topic, they might talk to you.  Then you can sell them something.

Hope these ideas help make your next eMarketing campaign a successful one!  Enjoy the holiday weekend!