Email marketing is here to stay. While there are some naysayers who try to assert that email marketing is “dead,” wise B2B insurance marketers have discovered the incredible power of email marketing over the long-haul.
Scientific evidence supports this perception. Even though there are competing marketing channels (i.e. social networks, mobile apps, online advertising campaigns, etc.), email remains a vital and central component of an effective B2B marketing strategy. In research conducted by eMarketer in 2014, researchers found that “email is one of the most widely used and established of all platforms.”
And in a study conducted by Adobe, researchers studied email marketing opportunities and trends. They found that not only is email an effective marketing strategy for the company, but it’s undergoing “a remarkable transformation.” Just as the world of marketing has been transformed by the internet in general, new technologies and consumer expectations are driving new ways of thinking about and using email marketing to reach target consumers.
First of all, consumers today expect email to be personalized and relevant to their interests. Gone are the days of “one-size fits all” email campaigns. In today’s mobile lifestyle, consumers continue to relay on email that reaches them directly in ways that are meaningful to them.
Design Email Campaigns that are Mobile-Friendly
Readers today open 61% of their emails on mobile devices. 80% will delete emails that “don’t look good.” Marketers need to ensure that their emails are optimized for all viewing scenarios, including mobile. Mobile responsive designs will increase open rates by 16-17%, and click-through rates by up to 24%. (Adobe, 2014)
Use Data to Tailor Messages to Subscriber Segments
People today are inundated with information. Email messages need to be personalized and relevant to the needs and interests of the individual. Using data tracking and retargeting technology, marketers can adjust the messages according to the histories and interests of the target groups. Using post-delivery insights, marketers can update the message based on new information. The ability to make emails more dynamic gives brands a chance to deliver a more relevant experience.
Ensure Content is Robust and Compelling
Content is vitally important in today’s world of email marketing. Stay abreast of trends and technology; be prepared to engage the reader and compel them to take the next step in the sales funnel.
Understanding consumer expectations and new email trends, as well as exploring ways to meet those expectations and play to those trends will garner an increasing ROI on their email campaigns and will breathe new life into customer relationships.
Many insurance agencies, brokers and wholesalers outsource their email marketing campaign management to a competent marketing firm. Outsourcing is a cost effective option because it eliminates the need to hire, train, supervise and compensate a digital marketing team. Contact StartUpSelling today to learn more about effective email marketing strategies for insurance agencies, brokers and wholesalers.
Originally posted by John Scranton on July 7, 2015