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Nurturing Insurance Leads with Email Drip Marketing
December 5th, 2009
In a world full of uncertainties, everyone needs insurance. Fuelled by such a high demand of insurance products, market is full of insurance agents, competing against each other to get more and more business. In the process, innovative schemes and marketing strategies have evolved. Email drip marketing is one of these strategies that has produced a lot of positive result and helped in retaining as well as wining clients.
What is Email Drip Marketing?
Email drip marketing is a form of persuasive marketing strategy in which a company sends regular emails to subscribers through an automated email responder as per a schedule. The main objective of email drip marketing is to:
? Contact: Drip emails keep the prospects aware of your company and work through a proper communication channel; that is non-obtrusive. It goes only to those who wish to receive offers and information of interest.
? Make prospects recall: Email drip works best in case of research oriented buyers, who take a lot of time in comparing offers and taking a call. As they often see these mails, it enables them to recall and retrieve offers and make informed decisions.
? Be accessible: There are times when a prospect is ready to buy an insurance product but he doesn?t have your contact information. In that case, drip emails help them in locating your contact information and getting in touch with you at the earliest.
However, not every email drip strategies work. The reasons for failure vary from wrong content to over-selling.
So how does one extract mileage from email drip marketing?
Let?s discuss few tips.
Tips on Email Drip Marketing
The content of email drip marketing is central to its success. Lose content with no objective and use to the prospect is wasted energy. Moreover, an email should be structured such that it passes through the spam filter. Therefore, one needs to spend considerable amount of time on designing the mail and hand picking the information to go with it.
Content of drip emails should be:
? Informative: You just cannot put simple and general information in the emails. Try to see what the prospects is looking for and fill these emails with that information e.g. latest insurance quotes, biggest players, performances et al.
? Engaging: Provide information in an engaging tone. Do not simply copy paste information from reviews and surveys; rather rewrite them or simplify the data. All this makes your content more reader friendly and thus more engaging.
? Call to action: Always soft sell. Leave your contact information at the end to say that you are there in case prospects want to buy anything. Do not show your interest in converting the prospects; rather stay as informative as possible.
? Current and customized: Create mailing lists on the basis of information that prospects look for. Some might look for Medicare while others may be more interested in insurance plans, therefore assure that right information is sent to the prospects.
E-mail drip marketing can be effective in helping a business win leads that are still in their research mode. A lead appears more interested in doing business with a company that sounds resourceful and informed. Right content through emails leave that effect and with the help of auto mail responders, right message gets delivered to everyone on the list, without much toil, helping email drip marketing harvest good results.
Posted in Health Insurance Leads, Insurance Agent Training, Insurance Marketing, Insurance Sales, Online Marketing, Quality Insurance Leads | 1 Comment »
September 13th, 2010 at 8:04 pm
Believe it or not, most of your information regarding email marketing is a bit out-dated already. It has been proven now that they best strategy with email drip marketing is to provide bits of teaser content with a link back to your website with the remaining content. People are scanning emails now and the majority don’t read long emails. Email marketing is also moving away from text to html based images too…which is a whole ‘nother conversation!