The internet and social media get a lot of attention in our efforts to generate insurance leads. However, the unsung hero of insurance agency marketing strategies is the tried and true email marketing campaign, which, when implemented smartly and tactfully, provides agencies with a valuable communication to existing and potential policy-holders.
Astonish Results President Tim Sawyer recently sat down with the publisher of National Underwriter, Tashawna Rodwell, to discuss how insurance agency e-mail marketing can drive focused messages to a large audience. The “Serving the Modern Consumer” video discussion also veered into how combining the use of e-mail with other marketing tools can help build a loyal following.
Mark Shuster of Life Health Solutions and Elaine Henderson of Ken Johnson Insurance also shared stories of how e-mail marketing has worked for their agencies. Mr. Shuster spoke about how sending out automated monthly newsletters, birthday updates, and insurance industry news has helped create awareness of his agency in a way that shows people they aren’t just concerned with selling insurance, but actually contributing to peoples knowledge and understand of it. And because there is a system in place that monitors who is opening the e-mails, who is reading, forwarding, and engaging in them, everything can be quantified..
Elaine Henderson tells how Ken Johnson Insurance of South Carolina has a full time employee whose job is to create and implement e-mail campaigns while ensuring the quality is reflective of the agencies values and expertise. They add about 200-300 people a week to their e-mail list and earn many referrals because of it.
Tim Sawyer offers four factors that are critical to making e-mail campaigns a successful insurance marketing strategy:
1) Who you are sending these e-mails to.
2) What you are sending.
3) How often your are sending them.
4) Who is opening them, reading, and forwarding them to peers.
You may view the video in its entirety below: