EIGHT STEPS TO PROFITABLE E-MAIL MARKETING
by Michael Jans
E-mail provides a powerful marketing tool. In this document, Michael Jans offers guidelines for getting the most out of this valuable resource.
E-mail offers a powerful intersection of urgency and “free delivery.” There’s no better way to nurture clients and recruit new customers. These eight steps can help you get the most out of your e-mail:
1. OFFER URGENCY
Many agents are disappointed with the activity their Web sites generate after all the effort they'e put into them. In contrast, e-mail marketing offers immediate results; requires much less effort; and may be the single most powerful traffic generator for your Web site.
2. CAPTURE E-MAIL ADDRESSES IMMEDIATELY
Ask for your customers' e-mail addresses. You could use an entry-level customer service rep to follow up on everyone who doesn't provide an e-mail address in response to your written request. Make sure your automation system includes a required line for e-mail addresses in the database.
3. AVOID SPAMMING
Observe the rules of e-mail etiquette. Approach any rented or purchased list with extreme caution. Your best source is your own customer list. Your second best is your inbound prospect list of people who've expressed an interest in doing business with you. You might consider testing an endorsed list from an association that's given you permission to send a value-added message to their members.
4. ADD VALUE TO E-MAIL MESSAGES
E-mail is not the medium for the hard sell. Provide short value-added messages. One of my favorite strategies is a safety reminder service: Design 12 seasonally appropriate messages about safety, protection or insurance and set up a monthly 'drip' of valuable reminders to your audience. Invite them to contact your office for more information or special reports.
5. USE GROUPS TO ORGANIZE YOUR LIST
To add punch to your message, divide your list into groups, such as niche markets or Commercial versus Personal customers. Use the 'blind copy' function of your email program to hide the members' names. For the most punch, have your resident tech whiz personalize each message. It costs more, but it has more impact.
6. DO HIGH-IMPACT MARKETING
Even though e-mail provides a softer sell, you can use the following high-impact marketing techniques:
- Include a compelling headline in the subject line of your e-mail.
- Use a conversational tone.
- Include bullet points.
- Add value to the reader. You're not sending the e-mail to yourself!
- Insert some legitimate urgency.
- Give them a compelling reason to contact your office.
- Sign off with your name, and add a P.S.
7. TAKE ADVANTAGE OF THE SIGNATURE FUNCTION
Use the signature function on your e-mail program to deliver a short, intriguing message. For example: 'For a free report on eight ways to save money on your Automobile insurance call ABC Insurance at (555)123-4567.'
8. HOTLINK YOUR WEB SITE
On your e-mail message, offer a link to your Web site for additional information.
This will drive traffic to your site.
Michael Jans, CAE, president and founder of Insurance Profit Systems (Vancouver, WA), is the creator of the Quantum Club Coaching Program.