Insurance Agency Email Marketing & Preview Text

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August 13th, 2021

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insurance email marketingInsurance agency owners, principals and marketers should be taking advantage of preview text for all of their email campaigns. If you are unfamiliar with preview text and its role with insurance email marketing campaigns, read on:

What is preview text?

Preview text is the text snippet below (or next to) an email subject line in the email client inbox. It gives additional detail into the subject matter of the email, and improves the look and feel of the delivered email, which translates into the overall professionalism of the message and campaign. Preview text prevents garbled or unrecognizable text under your email subject line (see image).

Who uses preview text?

All major email clients now support preview text, including Outlook, Gmail and Apple Mail. Gmail refers to this as Snippets, Apple Mail calls it a preview, and in Outlook it’s a Message Preview.

What happens when you don’t use preview text correctly?

Incorrect Preview Text

In the image above, the preview text is pulling the image name as opposed to information that would be helpful to the reader, thus impacting campaign professionalism and expertise. Graphically rich emails, or emails that begin with an image often cause problems with preview text.

 Proper Preview Text

In the image above, the preview text is pulling customized and appropriate content pertaining to the message. Insurance agency marketers should review each message, especially with graphically rich emails, to ensure their preview text is correct. Bottom line, make sure all your email campaigns are using preview text properly. It’s best to customize the preview text to compliment the subject line, as opposed to repeating the subject line.

Looking to take your insurance marketing to the next level? Contact the insurance agency marketing team at StartUpSelling for your complimentary insurance marketing & lead gen review.

The Who, What, When, Where & Why of Insurance Agency Email Marketing

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July 14th, 2020

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Creating a successful email marketing initiative can seem like a daunting task. If we drill down to the essential components, a simple way of looking at these campaigns is shown below:

Insurance Agency MarketingWho: Prospect Email List Generation
What: Topic & Content
When: Date, Time & Frequency
Where: Call to Action
Why: Lead Conversion

The key to successful insurance email marketing lies in the ability to engage prospects and clients with relevant information on a consistent and professional basis. The goal is to build a trustworthy relationship with both prospects and clients. Insurance agencies can leverage email marketing to extend their brand, to provide credibility and to demonstrate thought leadership. Beyond the email marketing basics of “Who, What, Why, Where & When”, digital insurance marketers should:

  • Assemble a high quality email marketing list and follow opt-in best practices
  • Utilize a high quality, cloud based, email marketing engine, which provides a simple and easy opt out
  • Create current and relevant content – don’t sell insurance – provide educational value
  • Make “Calls To Action” such as “Click here to register” simple and succinct.

Insurance email marketing is a nuanced initiative. Insurance agencies lacking the tools, time or talent should reach out to the insurance marketing experts at StartUpSelling for a complimentary email marketing review.

Making Email Marketing Work for Your Agency

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April 27th, 2020

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When thinking of the oldest and most basic functions of the internet, email inevitably comes to mind. Everyone uses it – from young children and grandparents to billionaires, politicians, and celebrities. Its simplicity and ubiquity have become foundational in our society. Yet the sophistication and potential impact of email as a marketing tool eludes so many businesses.

Email marketing often devolves into any number of ineffective and even risky behaviors, including:

  • Tiny opt-in lists of people who are already dedicated customersInsurance Agency Email Marketing
  • Lists of suspicious origin that can get you caught in spam filters and even induce legal action
  • Highly graphical messages that are never seen because email clients block the images
  • Messages that are overly familiar or bend the truth to establish a relationship
  • Lengthy content that very few recipients will ever read
  • Content that includes words and phrases often blocked by spam filters

These are just a few of the many pitfalls that can render email marketing a wasted opportunity for an organization. But doing it right can provide substantial benefits. Following best practices to avoid these pitfalls can result in campaigns that:

  • Drive high-quality website traffic
  • Increase brand awareness
  • Improve conversion rate
  • Build your customer base
  • Help to define or redefine your prospects and market segment
  • Reduce or eliminate the need for more expensive or wasteful forms of marketing such as environmentally disastrous physical mail, TV and radio commercials that reach a limited audience, costly paid advertising/promotion on popular websites, time-consuming in-person meetings, and more.

Email marketing can prove a strong and flexible tool regardless of the product or service you offer. As with many tools, the key is how you use it. Want to learn more? We’re email marketing experts. Ask us about building a program tailored to your needs!

7 Common Insurance Email Marketing Mistakes

Posted on

May 5th, 2019

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insurance agency email marketingHere is a list of seven important insurance eMarketing mistakes to avoid:

  1. Do not use an enhanced email signature: If your email signature (your name, contact info, etc.) uses a large font, is boldfaced, or appears in a different color, this is called “shouting” in email jargon and Outlook Junk Mail filters and corporate email filters don’t like this.
  2. Don’t use an HTML email: These days text base emails stand a better chance at getting past junk mail and corporate email filters than HTML emails. Besides, if you’re using HTML, you’re more likely to take advantage of special fonts, invoking some of the issues noted in rule #1.
  3. Avoid words like “free”: It’s one of the most common words activating junk mail and corporate email filtering. It’s right up there with the prescription dysfunction drug names and other spam alert words and phrases.
  4. Don’t italicize, underline or use exclamation points: Again, this is a form of shouting.
  5. Avoid rush words or phrase: “Act now, offer good today, respond soon, or sale ends tomorrow” are all examples of rush words or phrases. This is a big red flag for filters.
  6. Avoid Bayesian Poisoning: Odd or complex phrasing can invoke something called Bayesian Poisoning, which appears to be an attempt to bypass Bayesian spam filtering and results in your email looking like spam. The best way to avoid this is the old, “simpler is better” rule.
  7. Avoid Graphics when possible: Graphics often display poorly, especially for text base email clients. When sending B2B eMarketing Campaigns, use multipart mime to ensure optimum rendering. When sending individual emails, don’t assume what you see is what they get. WYSIWYG may be true for the email you’re looking to send, but what arrives can be a completely different story. Remember all the retail advertisements you receive and the blank real-estate and little red X’s which appear everywhere? Not only can graphics create a poor look and feel, they can increase the likelihood of appearing as spam. Graphics often connote an advertisement.

Originally Posted on March 26, 2015 by John Scranton

5 Tips to Improve Your Insurance Agency Email Marketing Program

Posted on

April 22nd, 2019

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Insurance Agency eMarketingProperly executed email marketing programs put your agency marketing efforts on steroids. Agencies are often swept up with the hottest new tools, like social media, but email marketing remains one of the highest performing lead generation tools available.

Email marketing engages prospects and builds value with your current clients. It allows you to leverage your efforts through automation, making it seem like you have a team of agency marketers working for you 24/7/365. It’s like rolling a snowball down a hill that eventually turns into an avalanche.

The challenge is many agencies do not execute email marketing initiatives correctly, and end up hurting the the agency more than they help.  Here are 5 quick tips to drastically improve your email marketing open and response rates.

  1. Perfect the Subject Line – It all starts with a great subject line.  If you can’t get people’s attention they won’t read the rest of your email. Also, do not use spammy words like “free”, “save” or “money” – they turn people off and will get you blocked by spam filters.
  2. Keep It Short – If people open an email and see a small novel they will instantly be turned off. Keep your emails short and sweet,  making your point in as few words as possible.
  3. Remove the Fancy Stuff – Email marketing systems offer templates to create fancy emails. Don’t use them. Templates make your message appear salesy and can create spam issues.
  4. Write Like A Friend – The structure of your email should look like a professionalized version of an email you would send to a friend. Use plain text and don’t be afraid to be a little conversational.
  5. Calls To Action – The point of sending the email is to entice your prospect to take some type of action. Be sure you include a call to action that is easy to see and clearly articulated.

To learn more about how your  agency can improve email marketing results, visit StartUpSelling or call (518) 222-6392 for a one to one review.

Originally Posted on January 6, 2015 by John Scranton

7 Common Insurance Email Marketing Mistakes

Posted on

December 2nd, 2018

by

insurance agency email marketingHere is a list of seven important insurance eMarketing mistakes to avoid:

  1. Do not use an enhanced email signature: If your email signature (your name, contact info, etc.) uses a large font, is boldfaced, or appears in a different color, this is called “shouting” in email jargon and Outlook Junk Mail filters and corporate email filters don’t like this.
  2. Don’t use an HTML email: These days text base emails stand a better chance at getting past junk mail and corporate email filters than HTML emails. Besides, if you’re using HTML, you’re more likely to take advantage of special fonts, invoking some of the issues noted in rule #1.
  3. Avoid words like “free”: It’s one of the most common words activating junk mail and corporate email filtering. It’s right up there with the prescription dysfunction drug names and other spam alert words and phrases.
  4. Don’t italicize, underline or use exclamation points: Again, this is a form of shouting.
  5. Avoid rush words or phrase: “Act now, offer good today, respond soon, or sale ends tomorrow” are all examples of rush words or phrases. This is a big red flag for filters.
  6. Avoid Bayesian Poisoning: Odd or complex phrasing can invoke something called Bayesian Poisoning, which appears to be an attempt to bypass Bayesian spam filtering and results in your email looking like spam. The best way to avoid this is the old, “simpler is better” rule.
  7. Avoid Graphics when possible: Graphics often display poorly, especially for text base email clients. When sending B2B eMarketing Campaigns, use multipart mime to ensure optimum rendering. When sending individual emails, don’t assume what you see is what they get. WYSIWYG may be true for the email you’re looking to send, but what arrives can be a completely different story. Remember all the retail advertisements you receive and the blank real-estate and little red X’s which appear everywhere? Not only can graphics create a poor look and feel, they can increase the likelihood of appearing as spam. Graphics often connote an advertisement.

Originally Posted on March 26, 2015 by John Scranton

5 Tips to Improve Your Insurance Agency Email Marketing Program

Posted on

October 21st, 2018

by

Insurance Agency eMarketingProperly executed email marketing programs put your agency marketing efforts on steroids. Agencies are often swept up with the hottest new tools, like social media, but email marketing remains one of the highest performing lead generation tools available.

Email marketing engages prospects and builds value with your current clients. It allows you to leverage your efforts through automation, making it seem like you have a team of agency marketers working for you 24/7/365. It’s like rolling a snowball down a hill that eventually turns into an avalanche.

The challenge is many agencies do not execute email marketing initiatives correctly, and end up hurting the the agency more than they help.  Here are 5 quick tips to drastically improve your email marketing open and response rates.

  1. Perfect the Subject Line – It all starts with a great subject line.  If you can’t get people’s attention they won’t read the rest of your email. Also, do not use spammy words like “free”, “save” or “money” – they turn people off and will get you blocked by spam filters.
  2. Keep It Short – If people open an email and see a small novel they will instantly be turned off. Keep your emails short and sweet,  making your point in as few words as possible.
  3. Remove the Fancy Stuff – Email marketing systems offer templates to create fancy emails. Don’t use them. Templates make your message appear salesy and can create spam issues.
  4. Write Like A Friend – The structure of your email should look like a professionalized version of an email you would send to a friend. Use plain text and don’t be afraid to be a little conversational.
  5. Calls To Action – The point of sending the email is to entice your prospect to take some type of action. Be sure you include a call to action that is easy to see and clearly articulated.

To learn more about how your  agency can improve email marketing results, visit StartUpSelling or call (518) 222-6392 for a one to one review.

Originally Posted on January 6, 2015 by John Scranton

What you don’t know about Insurance Email Marketing can kill you

Posted on

August 1st, 2018

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We recently spoke to an agency who shared numerous insurance agency email marketing challenges. Their story reminded me of this popular blog post from way back in 2010! Enjoy this timeless piece from the archives. – JS 8/1/18

Insurance Email Marketing

Not long ago, I spoke to an agency owner who had attempted to launch an eMarketing campaign.  He had engaged with a high-profile agency marketing firm to use their email platform, and purchased 30,000 emails from a vendor they suggested.  He sent several messages over the course of a few months, and received absolutely no opportunities – only SPAM complaints.

This is the danger of using an eMarketing platform without the required expertise.  What you don’t know can kill you.  This agency was not aware of any of the following critical components to a successful campaign:

  • Message Content – Cannot be sales-oriented or the email will likely be seen as SPAM
  • Sending Frequency – Too many email sends will wear out your list and again make you look SPAMish
  • Scrubbing your List – Nearly 1/3 of the aforementioned list was useless, but the vendor still changed them
  • Opt-In / Opt-Out – It must be just as easy to opt-out of a list as it is to opt-in
  • Domain Spoofing – Bulk email sends to a dirty list are an invitation for domain spoofing, make sure you are protected

The lesson here is not that email platforms are useless or confusing, but that purchasing one without the required eMarketing expertise is dangerous.  If a surgeon hands you a scalpel, that does not mean you know how to operate – and if you purchase an email platform, that does not mean you know how to launch email campaigns.  Hire an eMarketing expert of find a solution that provides the required experience.  Do not just pick up the scalpel and start cutting.

Originally Posted on October 7th, 2010 by John Scranton

Insurance Agency Marketing – Top 5 Tips in 200 Words or Less – Tip #3

Posted on

April 25th, 2018

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insurance agency email marketingTip #3: Leverage Email Marketing for Air Cover

Now that you have identified your ideal prospect profile and crafted your message of value (Tips 1 & 2 respectively), it is time to begin reaching out to your target market.  A tremendously effective way to do this quickly is an email marketing campaign.  A quality email campaign will provide air cover for your tactical sales operations – keeping you in front of your prospect, or at least in their inbox, while you are out selling.  When sending an email for our clients, we leverage over 100 best practices to optimize deliverability and effectiveness – here are a few you should implement today:

  • Do Not Sell Insurance – An email campaign asking prospects if they would like a quote from your very competitive markets will not generate opportunities, it will generate SPAM complaints.
  • Segment Campaign by Vertical (or Horizontal) – Different industries have different needs and different challenges.  Provide content specific to the industry vertical (or horizontal segment) that you are targeting.
  • Minimize Use of Images & Graphics – As a rule of thumb, the greater the use of images and graphics, the greater likelihood a message will be caught in a corporate email filter.

Check back soon for Tip #4.

Originally Posted on June 26, 2013 by John Scranton

Webinar Tomorrow: Marketing Automation & Lead Gen for Large Agencies or Agencies Trying to Get There

Posted on

June 27th, 2017

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How can large insurance agencies grow even larger and how do midsize agencies catch up? It often comes down to more effective marketing and lead generation campaigns. Your agency may lack the time, tools or skills to create effective lead gen campaigns, compelling video, target prospect emails lists, dynamic email drip marketing campaigns, social media building and improved SEO results. Learn about:

* Marketing Automation & Workflow for Email Drip MarketingInsurance Marketing Automation
* Full Motion Graphic Video Development & Distribution
* Sales Funnel Segmentation & Email List Building
* Key Performance Indicators & Web Analytics Reports
* Appointment Setting To Improve Producer Performance
* Integrating Digital Marketing, Lead Gen & Lead Handling

Date and Time: Wed, Jun 28, 2017 2:00 PM – 2:30 PM EDT

Registration URL: https://attendee.gotowebinar.com/register/4497221743722493697