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In the October 15, 2015, Masters of Marketing webinar, AgencyBuzz Coordinator Heather Galloway discussed the fundamentals of creating marketing emails for your insurance agency that your readers will actually read.
Are you having email deliverability issues? AgencyBuzz Coordinator Heather Galloway diagnoses and treats a range of deliverability problems in December 2016's Masters of Marketing presentation.
Masters of Marketing -- Let it Gooo: When You Just Canโt Get That Email BackDarmini Kara
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In todayโs Masters of Marketing Webinar, AgencyBuzz Coordinator Heather Galloway discussed the many ways to recover from email marketing mistakes and blunders.
Masters of Marketing -- Teach Me How to MarketDarmini Kara
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In the September 17, 2015, Masters of Marketing webinar, Marketing Sidekick Phillip Long discussed insurance agency marketing, all its parts, and how to tie it all together.
Masters of Marketing -- Techniques to Make Your Website More EffectiveDarmini Kara
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In todayโs Masters of Marketing Webinar, Website Coordinator Amanda Oldham discussed the different techniques you can use to make your insurance agency website more effective.
Masters of Marketing -- How to Create Awesome Emails That Won't Get DeletedDarmini Kara
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In the October 15, 2015, Masters of Marketing webinar, AgencyBuzz Coordinator Heather Galloway discussed the fundamentals of creating marketing emails for your insurance agency that your readers will actually read.
Are you having email deliverability issues? AgencyBuzz Coordinator Heather Galloway diagnoses and treats a range of deliverability problems in December 2016's Masters of Marketing presentation.
Masters of Marketing -- Let it Gooo: When You Just Canโt Get That Email BackDarmini Kara
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In todayโs Masters of Marketing Webinar, AgencyBuzz Coordinator Heather Galloway discussed the many ways to recover from email marketing mistakes and blunders.
Masters of Marketing -- Teach Me How to MarketDarmini Kara
ย
In the September 17, 2015, Masters of Marketing webinar, Marketing Sidekick Phillip Long discussed insurance agency marketing, all its parts, and how to tie it all together.
Masters of Marketing -- Techniques to Make Your Website More EffectiveDarmini Kara
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In todayโs Masters of Marketing Webinar, Website Coordinator Amanda Oldham discussed the different techniques you can use to make your insurance agency website more effective.
In this edition of Masters of Marketing, Website Coordinator Matt Farrell goes over an insurance website's often-overlooked features, and how leveraging these tools can lead to a higher return on investment.
The way people interact with marketing has changed, so your marketing strategies should change too. Here's how to do email marketing effectively in an inbound way.
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1. A growing requirement to be mobile-friendly
2. Increasing relevance through personalization
3. Greater sophistication for triggered messages
4. A stronger editorial voice
5. A continued evolution of inspired fundamentals
During this webinar, Andrea Smith and I discuss these trends and how our selections from the Email Swipe File illuminate those trends.
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
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What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isnโt)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
In this edition of Masters of Marketing, Website Coordinator Matt Farrell goes over an insurance website's often-overlooked features, and how leveraging these tools can lead to a higher return on investment.
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SearchLove San Diego 2015 | Scott Edwards, 'Optimizing for Delight'Distilled
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There's a big difference between websites designed by artistic web developers and those designed by marketers. Your website needs to be more than just an online brochure. Make sure your site doesn't break any of these crucial rules. Visit www.commonsensemarketing.com.au for free inspirational marketing tips and help.
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ย
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โThe Best of the Email Swipe Fileโ highlights 20 emails from the more than 160 and counting emails that weโve pinned to the Email Swipe File pinboard on Pinterest. These emails represent outstanding email design, but they also represent five email design trends that we feel are critical.
The 5 Design Trends behind 'The Best of the Email Swipe File'Chad S. White
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โThe Best of the Email Swipe Fileโ is not just about 20 outstanding emails. It is also about five critical design trends:
1. A growing requirement to be mobile-friendly
2. Increasing relevance through personalization
3. Greater sophistication for triggered messages
4. A stronger editorial voice
5. A continued evolution of inspired fundamentals
During this webinar, Andrea Smith and I discuss these trends and how our selections from the Email Swipe File illuminate those trends.
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
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What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isnโt)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
Email Marketing is one of the techniques which are used in Digital Marketing. Email Marketing is a form of Direct Marketing which is done through sending emails. Email Marketing is not about spamming. While the common belief could be that Email Marketing has become obsolete, but the reality is otherwise. As a business, you should be more interested in Email Marketing due to ample amounts of benefit. These slides are all about Email Marketing and you will get a very fair idea about Email Marketing. Also, if you are practicing Email Marketing, these slides will give you idea of how to make your email marketing more effective and powerful.
Sending email campaigns to reach lapsed customers, engage new users, or simply to communicate what's new and valuable about your service? This fast-paced workshop covered the key elements that go into compelling, customer-centric campaignsโas well as how to measure your email program's success.
Enabling Digital Conversations at Scale: 5 Keys for Driving Growth & Engageme...Traction Conf
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TractionConf.io 2017. Email is the foundation of a successful customer communication strategy and plays a vital role in driving growth and the bottom line. In this session, SendGrid CMO, Scott Heimes leverages data insights and customer examples to reveal the 5 rules for building a strong and effective email program. He'll also share actionable insights on email deliverability and demystify the art and science behind ensuring your emails get to the inbox.
Egghead Design - Email Design Best PracticesPeter Scully
ย
Egghead Design present Email Design Best Practices. Includes information on campaign planning, list segmentation, email marketing design, A/B Split Testing
Transforming your email marketing - 2014Sign-Up.to
ย
Understand the 6 key competencies of email marketing, assess your current strengths and weaknesses and get practical tips and insights to improve your results.
Find out how to use email marketing to nurture sales leads and increase sales. Here is the slide deck from Right On - No Bull Marketing's webinar on email marketing. You can watch the webinar here - http://youtu.be/iUsppNNaa90
Grow Your Business with the Power of Email Marketing Featuring Social Media E...Elizabeth Quintanilla, MBA
ย
Grow Your Business with the Power of Email Marketing Featuring Social Media Engagement - A Constant Contact Presentation presented by Elizabeth Quintanilla, Marketing Gunslinger
This presentation provides 60 proven ideas to grow your business with email marketing and social media.
A guide with actionable tips on how to best ensure that your emails (1) make it to your subscriber's inbox, (2) are compelling enough to open, and (3) have the most effective design and content possible. Recorded on 10/24/12 by UMGD.
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In the January 2020 edition of Masters of Marketing, join ITC project Manager Karly Baker as she goes over the steps you should take when redesigning your insurance website.
In the latest edition of ITC's Masters of Marketing webinar, Marketing Automation Expert Henna Javed spoke about A/B testing and how to use it to your agency's advantage.
In our latest edition of Masters of Marketing, Website Coordinator Steven Gibbons discussed what landing pages are and how to use them effectively to generate more conversions and leads for your insurance agency.
In the June 23019 edition of Masters of Marketing, ITC's Internet Marketing Product Manager, Phillip Long, discussed how SEO is already changing in 2019 and what your agency can do to prepare.
In the February 2019 edition of Masters of Marketing, AgencyBuzz product Manager Heather Cherry discusses how to write the perfect insurance email for your agency's clients and prospects.
In the final Masters of Marketing webinar of 2018, SEO Consultant Darmini Kara outlines how insurance agents can garner local online traffic from their websites.
In the November 2018 edition of Masters of Marketing, AgencyBuzz Coordinator Henna Javed discusses the most common misconceptions about email marketing.
In the September 2019 edition of Masters of Marketing, SEO Consultant Dylan Brooks discusses strategies for your agency's short and long term SEO goals.
In the August 2018 edition of Masters of Marketing, AgencyBuzz Product Manager Heather Cherry explains how answering the who, what, when, where, and why, can help create a successful email marketing strategy for your insurance agency.
In the July 2018 edition of Masters of Marketing, ITC Website Coordinator Karly Baker explains the importance of setting goals for your insurance website, and how to use its branding to reach your target audience.
In the June 2018 edition of Masters of Marketing, SEO Consultant Dylan Brooks explains how independent insurance agencies can weather the oncoming disruption in the insurance industry caused by technological automation.
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27. How to write a good email:
1) Write your email. 2) Delete
most of it. 3) Send.
~ Dan Munz
28. Content Tips
โข Single topic
โข Simple
โข Short
โข Scannable
โข Relevant
โข WIIFM
โข Value
29. Content Tips
โข Subject lines
โข Simple
โข Short
โข No ALL CAPS
โข Tell them whatโs inside
โข Start with action verb
โข Ask a question
โข Have fun
โข DONโT use
noreply@myagency.com
30. Donโt Guess. Test.
โข What color should your CTA button be?
โข Whatโs the best subject line for your email?
โข What CTA gets more clicks?
โข Which design gets more engagement?
โข Split test it!
34. Questions?
Want the slides? Theyโre available at Slideshare.net/InsTechCorp.
Becky Schroeder | @beckylschroeder
Vice President of Marketing
Editor's Notes
Every industry is using email marketing. Food and beverage. Travel and hospitality. Technology. Retail. Nonprofits. Healthcare. Entertainment. Even insurance.
Agents like you are using email marketing. Theyโre using it to communicate with clients via newsletters and renewal reminders. They using it to prospect and cross sell and ask for referrals.
Why are they using email marketing?
Numerous studies have shown around 90% of all U.S. consumers use email every day.
Itโs easy to measure so you can tell what is working and what could be improved.
Email marketing is 3x better at generating leads than social media. Why? Because a well-timed email to the right person is far more effective than a post on social media that may or may not be seen depending on Facebookโs algorithm.
Donโt get me wrong. Social media has its place in the marketing mix. But when it comes to generating leads, email is bar far superior.
Donโt make your emails about you. Think about your audience. Who youโre trying to reach. Who are they? What are their problems? How can you help them?
With every email you create, try to answer this question from your audienceโs perspective: Whatโs in it for me?
Why should your audience care about your email?
We are not rational. We choose products and services based on emotion. Everything. From the cars we buy, the clothes we wear to the soda we get from the machine, the impulse gum purchase in a gas station. We make a choice by how we feel, by what we want other people to think about us.
We make these decisions on our emotions. Sure we tell ourselves itโs the logical choice. But the logic is only the justification for what is an emotional decision.
In his 2009 TED talk and in his book โStart with Whyโ, Simon Sinek said โPeople donโt buy what you do; they buy why you do it.โ
If you communicate your why in your email marketing, your messages will resonate with your audience. Youโll start to see results and momentum that will build.
Using a purchased list in email marketing is never a good idea. Theyโve never heard from you before so theyโre more like to ignore you email or worse, mark you as spam, which hurts your delivery.
There are also spamtraps, which are created to see if you are marketing to people who opted in to your email campaigns.
Itโs difficult to sell to people who have never heard of you or shown recent interest in insurance. Why spend your budget and effort on a list that has no interest in hearing from you?
Plus, many email systems wonโt let you import a purchase list into their system.
So how do you build a list?
Start asking every customer you talk to for their email address. Use the email field to look up customers in your agency management system so that you start to get an email address for every customer and you make sure itโs up to date.
If you donโt have quote forms on your website, add them. And make sure they ask for an email address. This is far more important than a phone number as many consumers are going to prefer communicating with you over email rather than the phone. Especially those that are researching insurance online.
Use lead magnets on your website. Also sometimes called a content upgrade. This is content you offer consumers for free in exchange for their email address. This could be a checklist, free report, ebook, etc. You can create this content yourself. Or, see what your vendors or partners might have that you can use. There are also writing services that can be less than you might think if you want to outsource it.
When youโre attending an event and you have a table or a booth, ask people you talk to to join your email list to get more information. Or, have a giveaway item that people can enter to win.
Welcome emails have some of the best engagement. A welcome email to new customers thanking them for their business sets the right tone and starts your email relationship with them off right. Theyโll be more likely to open future emails from you.
How do you currently handle renewals? Raise of hands if you call customers about their upcoming renewal? Anyone send a letter or renewal card? Who crosses their fingers that everyone renews? Email can make this easier. And even better, you can automate it with the right system. For example, users of our system AgencyBuzz have improved their retention by as much as 7% through email marketing.
If you sell more than one line of business, use email to help round out accounts and cross sell your other lines. If your email system integrates with your management system, this can be easy. You can set filters or pull a list of, letโs say, auto insurance customers who donโt have home insurance with you and send them targeted emails.
Losing a client doesnโt have to be forever. Use email marketing to send occasional, targeted messages to try and win back your lost clients.
Remember those lead magnets and live events you used to build your email list? This is where you get your prospecting list. Pick one (ONE) line of business for your prospecting email. More than one will cause confusion and lead to fewer conversions. To really generate leads with email marketing, do one product at a time.
When you get a lead โ whether from a website quote form, call in, or from your prospecting emails โ you can set up drip emails to follow up and nurture your new prospect automatically. Letโs use auto insurance for an example. You provide a quote to a prospect over the phone. He decides not to buy right then. โI need to talk to my wife.โ A nurture email campaign can follow up with him over the next three or four days for you. These nurture emails can be customized according to the line of business. For example, the number of emails needed and the timing of each for an auto insurance prospect is completely different than a commercial or life insurance prospect.
And just like with lost clients, you donโt have to stop marketing to prospects that didnโt buy. With our auto insurance example, you can have an email as part of that campaign set up to go out five months later because you know his policy is going to be up for renewal at that time.
Why do segmented campaigns perform better?
Because a small list that wants exactly what youโre offering is better than a bigger list that isnโt committed. This is also why purchased lists donโt do as well.
For example, by age. Considering most people 18-30ish arenโt buying homes right now, it wouldnโt do you much good to send anyone in that age range an email about home insurance. Youโd be better off doing one on renterโs.
If you were participating in an event near one location, you wouldnโt want to email your whole database but segment based on their zip code so that only those who live near the event would get the email.
We have clients who have special newsletters for certain lines of business. Segmenting by line of business is also great for cross selling. If youโre trying to sell home insurance to your auto insurance customers, you donโt want current home insurance customers to get it.
You could send a special thank you to prospects from certain referral sources like a partner referral or live event.
You can segment based on whether a certain email was opened (or not) or whether a certain link was clicked (or not). Agency appreciation
Why you want to maintain a proper text-to-image ratio:
Image heavy emails without much text raise a red flag for spam filters.
Your recipients may have images turned off.
Images may take a long time to load, causing your recipients to move on.
Notice the few images in this email.
If you put the most important information in an image, and your recipients have images turned off, thereโs a good chance theyโll miss it.
You can use alt tags that will show text when images are turned off, but thatโs not a guarantee.
Keep the important information in the body of the email. Notice in this email their most important information is in the body.
The most successful call-to-action in the world is the letter X. Itโs the one most people click on. Yours needs to be better.
Get a Quote or Request a Policy Review are better than Submit.
Donโt confuse your recipients with multiple calls to action. One per email.
Use color to make your call to action stand out in your email. Thereโs not one color that is universally better. Try different colors and see what performs better for you.
Donโt just link text. The other way to get your call to action to stand out is to use a button. Campaign Monitor found a button instead of a text link can improve conversion by 28%. Weโre trained to look for the button to click.
One other thing about calls to action. The font should be at least 16 point. And the size of the button should be 150x150 pixels. This makes it easy to click with a finger when viewed on mobile. Which brings me to my next slide.
Answer: Itโs 55%.
Making your email mobile friendly is important.
Some email service providers have the ability to make mobile friendly emails. Here are some tips on how to make an email mobile friendly if your email platform doesnโt have mobile friendly emails.
Multiple columns is confusing and hard to navigate on a phone.
With your width at 600 pixels or less, it wonโt matter, if someone is looking at it on a computer or phone.
Make your headline font 30 pixels and body font at 16 pixels.
Small image files take less time to load.
Test, test, test.
A dedicated landing page for your marketing email makes it really easy to track exactly how many leads your email generates. This is what we do with our marketing emails. Each prospecting email has its own landing page. And those landing pages are not accessible from our main website. This way, we know exactly how many leads each email generated.
The landing pages donโt have to be anything special. But if you can make them mirror your email design, do so. Readers will know theyโre exactly where they should be after they click. Repeat some of the same points from the email on the landing page. Then tell them what youโre offering (like a free quote or policy review) if they complete the form.
Regardless of the type of email, there are some tips to writing good email content that apply to most, if not all, of your email marketing.
Focus on a single topic. Newsletters itโs okay to have more than one topic in the email. But for your prospecting emails, cross selling, policy renewals, etc, focus on one topic, one call to action per email.
Keep the email simple and short. I donโt have a recommendation for a word limit for emails. But like Dan Munz say, delete most of what you want and boil it down to the most important points. Use simple words. Avoid insurance jargon and long words. Oscar Wilde said, โDonโt use big words. They mean so little.โ You want your message to be as clear as possible. Because if people have to guess at what youโre saying and what you want them to do, they wonโt do it.
Format your emails so theyโre easy to scan. We like to think people are going to read what we write word for word, but the truth is, the majority of us scan most things. Use short sentences and paragraphs. Use bullets and subheads.
Write content that is relevant and valuable to your audience. Remember, itโs not about you. Itโs all about your audience. Write your content so it answers the audienceโs question, โWhatโs in it for me?โ This may take some practice. But think about it this way, itโs never going to work if you donโt try. So start, practice and youโll get better.
Not sure whether to make your call to action button blue or red? Came up with two subject lines or calls to action and canโt decide between them? Got two email designs and not sure which would perform better?
Donโt guess. Test. I canโt tell you the best color or subject line or call to action to use. My audience is different than yours. Your audience is different from another agency. What works for one agency might not work for you. But the beauty of email marketing is you CAN find out what works for you.
This is where split testing also known as A/B testing comes in. You create two versions of your email where one (ONE) element is different. Your email sends one email to half your list and the other email to the other half. Then you can see which one performed better. For example, if youโre testing two subject lines, youโll want to see which one had more opens. If youโre testing something to do with your call to action, youโre looking at clicks. The key is to look for significant difference. If youโre open rate for one email is 10% and the other email is 11%, thatโs not a significant difference to tell you which subject line was better. You could use either or change one to a new subject line and continue testing.
The success of your email marketing depends on monitoring how your emails perform and adjusting accordingly. These are the main email marketing metrics.
Open rate, click-through rate and unsubscribe donโt tell you much about your emailโs engagement. But they are still good to measure and watch because you canโt get conversions without opens and clicks.
But there are two to really watch and judge how successful your emails are.
Click-through-to-open rate tells you how engaging your email is. If my open rate is 20-25%, I like for my CTOR to be about 10-15%. If itโs less than that, Iโm revising my content to see if I can improve it.
The most important metric? Conversion rate. How is your email doing at actually generating leads? This is when itโs really helpful to have a dedicated landing page for your emails. This year, our average conversion rate is more than 10%, which is higher than the last two years. If my conversion rate is lower on certain email, Iโm looking at the CTA in the email as well as the landing page and try different changes to see if I can improve it.