5-Minute Vlog: Email Marketing for Lead Gen

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November 8th, 2021

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Insurance Agency Email MarketingWe’ve helped insurance organizations succeed with marketing and lead gen initiatives for nearly 20 years. Want to know how? Watch this brief webinar and you’ll learn the key elements of:

  • List development
  • Topic selection
  • Subject line refinement
  • Message personalization
  • Email formatting
  • Effective CTAs
  • Avoiding spam filters
  • Complying with regulations

This overview can help agencies of all sizes improve the quantity and quality of their email-based lead generation. Click here to watch now or request complimentary insurance marketing and lead gen review: https://startupselling.com/insurance-email-marketing-webinar/

 

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.

5 Tips to Improve Your Insurance Agency Email Marketing Program

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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

5 Tips to Improve Your Insurance Agency Email Marketing Program

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October 21st, 2018

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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

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

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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

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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

Marketing Automation & Lead Gen for Large Agencies or Agencies Trying to Get There – Recorded Webinar

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June 28th, 2017

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Top Tips to Improve Your Email Deliverability

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May 11th, 2017

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Insurance Agency Email MarketingBusiness of all types can benefit from a well run email marketing initiative. Today however, they must take extra precautions to ensure they maintain a high quality sender reputation to optimize delivery, and improve conversions. Review these top tips and make sure your organization is following all of them:

Ping Test Emails

Always ping test your emails prior to your initial campaign, especially if it is an older list, a trade show list, or a prospect list. And once ping tested, never use failed ping tested emails.

No Longer At

Monitor your autoreplies and remove no longer at and retired immediately after every campaign. These email responses must be closely reviewed, as the autoreply can come for a source that is different from the actual email that should be removed.

Consistency & Frequency

The consistency and frequency of your email campaigns is important in maintaining a positive sender reputation. ISPs attempt to create and evaluate the email marketing history for your domain. The more consistent you are, and the more reasonable you are with your frequency, the more likely you are to create a solid reputation as a sender. That assumes you are following the other tips listed herein.

Avoid/Diminish Complaints

Lots of complaints will spell lots of trouble for your sender reputation and domain. The best way to avoid complaints is to limit campaign frequency (every two weeks for most general campaigns is a good rule of thumb), honor opt-outs immediately, focus on quality content and collateral, and restrict “sales” pitches.

Avoid Spam Traps (Honeypots)

Spam traps, sometimes referred to as honeypots, are email addresses specifically created to catch email from marketers who don’t follow email best practices. The traps target marketers who are scraping email addresses from the web or are simply blasting emails using poor quality lists. Sufficient “catches” by spam traps can result in low deliverability or even domain blacklisting.

Use Relevant, Educational Content

“Buy my stuff and save money now”! If your content is salesy, spammy and irrelevant, your sender reputation will be adversely impacted, and it will happen quickly. Try to make your content relevant and educational. Changing regulations, industry innovation, important news of the day, and educational webinars are going to be better received than an invitation to buy your products or services.

Email marketing is both an art and a science, and is increasing in complexity and deliverability nuance. It can be a great lead generator when properly used, or a waste of time and money when used with an email “blast” mentality. Agencies and businesses seeking guidance on their email marketing and lead generation can contact StartUpSelling for a complimentary email marketing and lead gen review.

5 Tips to Improve Your Insurance Agency Email Marketing Program

Posted on

April 14th, 2017

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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

Over One Hundred Insurance Marketing Articles Published For Agencies and Brokers

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April 6th, 2017

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Digital Insurance MarketingStartUpSelling continuously publishes insurance marketing and technology articles of interest to help insurance agencies optimize their marketing initiatives. These articles are available on Ezine, and agencies, brokers and wholesalers can view and download these without charge. These insurance marketing articles will help agencies and brokers improve their sales, marketing and lead generation initiatives. Many of these articles provide access to additional insurance marketing resources such as blogs, on-demand webinars, YouTube videos, and social media feeds. The articles and ancillary resources have been viewed by tens of thousands of insurance agents, brokers and wholesalers across North America.

StartUpSelling is a Platinum Level Expert Author on Ezine, publishing since March, 2010. Some of the recent articles published on Ezine include:

  • Mobile Friendly Insurance Agency Website Checklist
  • Social Media Tips For B2B Insurance Agencies
  • 10 Insurance Agency Online Marketing Ideas For Agents & Brokers
  • Malware Trends Insurance Agencies Should Watch Out For In 2017
  • 6 Cyber Security Tips to Help You Protect Your Insurance Website From Hacking

Join thousands of other agents and brokers who are benefiting from StartUpSelling’s insurance web marketing and lead generation resources. For more information visit https://startupselling.com.