Don’t be that person with email marketing — RISMedia

Good agents know that connecting with their audience, keeping them engaged, and delivering useful content that resonates is key. Great agents actively nurture their sphere of influence through email marketing. There are do’s and don’ts for email newsletters. It’s frustrating to spend time and effort on an explosion of unopened emails.

Be patient:

According to current email marketing statistics, bringing a customer to a transaction requires between seven and 13 touchpoints. Additionally, data increasingly shows that consumers are not ready to speak to an agent immediately after submitting an application. Therefore, for an overwhelming 95% of customers, the key to a successful email marketing campaign is delivering consistent, value-added content and communication.

DO NOT get caught in the Spam folder:

There’s no point designing the perfect email marketing campaign if all your emails go straight to spam. From a security perspective, all email products are maintained at the same level of security and must adhere to the same rules of the CAN-SPAM Act. Only send emails to people who have signed up or otherwise given permission. An email from a stranger is sure to be flagged as spam if it passes the spam filter in the first place. It’s just good business practice to target your email marketing to people who are already ready to hear your message.

Spend time correcting the subject line:

The most critical element of an email marketing campaign is the subject line. You only have a few words to convey value and convince people to open the email, so choose those words wisely and with foresight.

Don’t do it all for yourself:

Contrary to popular belief, you are not the hero of your email marketing campaigns; is your customer. So give them content that will help them and add value to their lives. When you provide value, you subtly build your expertise and reputation.

Communicate as if your business depends on it:

Take the time to write your emails to communicate clearly and correctly. A good practice is to write your newsletters one day and edit them another. Remember that clients will see your communication skills as a reflection of your professionalism.

Click on here for a free communication toolkit to improve your communication skills and get proven models to help you communicate more effectively with customers.

About Marilyn Perkins

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