If you are involved in insurance sales, you probably know the importance of a good email marketing program. The internet is almost always part of an insurance company’s sales prospecting and lead nurturing program. Through email, the company generates insurance leads and communicates directly with those on the list. E-mail campaigns are a great way to do sales prospecting with customers who have already showed some form of interest or at least the willingness to be marketed to. The following are some of the main types of emails you should consider using in your sales prospecting efforts:
Introductory Email
Usually the first email will be of an introductory nature. It is a good idea to use a cordial while at the same time very friendly tone in these emails. Address the prospect as Mr. or Mrs. and assure them in a friendly and polite way that you look forward to doing business with them. This is the most basic form of lead nurturing.
Opt in Email
You may have already used an opt in box in order to get a prospect’s permission to email them in the first place. But this doesn’t mean that you can’t use one again. These can be a great way to get people to become members or subscribe to a newsletter. By getting them to opt in, you get specific permission to market to them. It gives them a sense of membership and participation.
Free Gift/ Special Offer
The free gift or special offer is an important tool in e-mail campaigns as well. The free gift might be a mug with the logo of your insurance company on it, or it may be some kind of specialized insurance deal that they can get in on if they act within a certain period of time. This kind of email creates an interest in the product and a sense of already obtained value, makes the company look generous, and also creates the “call to action” that is well known to be an important element of marketing.
News
You can intersperse more obvious sales based emails to your insurance leads with informational ones that offer news about your business or the insurance world in general. As the email recipient reads news they become better informed about how your insurance product can be of use to them and also feel valued and respected. These emails generate interest as well as a sense of membership and rapport.
Thank You
If a customer purchases a product or service or even just shows significant interest, you should thank them in a dedicated email for that specific purpose. This will increase the affinity level and make the customer feel appreciated that you took the time to send a whole email to thank them rather than just mention it while making further sales efforts.
About Bill Rice