Did you know that at least 99% of consumers check their email on a daily basis?
For over a decade, marketing experts have predicted that email marketing would be dead by 2020 and replaced with other platforms. As it turns out, they were completely wrong.
If you are looking for ways to grow your insurance business and you haven’t implemented an email marketing strategy, this article is for you!
What Is Email Marketing?
Email marketing is a highly effective online marketing strategy for sending emails to prospects and customers.
Effective marketing emails convert prospects into customers and turn one-time buyers into loyal fans.
Email Marketing is direct.
Every person on your list receives an email the same way that they’d receive a piece of mail. It’s much different than finding a piece of content in a newsfeed, even if it’s personalized.
Email Marketing is necessary.
You can go for a few days without checking social media or video chatting with your friends and family, but most people check their email several times a day.
Email Marketing is customizable.
You can create an email campaign on any subject, and add any bells and whistles that you need to get the job done. It’s also incredibly inexpensive.
Despite the rise of social media and unsolicited spam email (which is never a good marketing strategy), email remains the most effective way to nurture leads and turn them into clients.
Email Marketing vs. Social Media
There is no question that social media has become a primary player in the overall digital marketing mix.
Did you know there are more than 4.3 billion internet users in the world and nearly 80% of them have social media accounts?
Guess what, even more people have email accounts.
This should not come as a surprise, because email has been around far longer than social media.
Both Social Media and Email Marketing are essential platforms to grow your online presence, so how can they be used together to increase engagement and ROI?
What is social media good for?
- Social Media channels are excellent at driving traffic to your website
- They help to build your brand recognition and brand loyalty
- They allow you to build a community with your followers
What is email marketing good for?
- Delivering targeted, personalized messages
- Converting subscribers into customers
- Client relationships and retention
When calculating your online marketing return-on-investment, studies conclude that email marketing is far superior to social media.
Depending on the source, most researchers suggest that you make an average of $38 – $42 for every $1 you spend on email marketing.
This is incredible when compared to other platforms!
Email Marketing Trends in 2020
We’ve identified three primary trends to watch for in 2020: Mobile First Design, Email Personalization, and Increased Software Integrations.
More than half of all email users now prefer to check their email using a mobile app, whether that be the iPhone Mail App, Gmail, Outlook, Yahoo, or another email service.
When designing emails that convert, it is important to design your content with these trends in mind. If an email is difficult to navigate on a mobile phone, then you are wasting your time.
Simple designs have shown to convert better in the mobile-first era, especially when they are personalized for the user.
Have you ever received an email regarding a product or service that you have no interest in?
We all have, and we all hate it.
Make sure you are sending relevant information to the right users, and always personalize to their first name. This makes the emails feel like they are coming directly from you.
Increased Software Integrations
There are numerous options to choose from when looking for an email service provider, but the most important consideration is whether or not you can integrate with other vital tools.
Make sure your email data, client information, commissions, and more can all be integrated together so that you are equipped to accurately communicate with your audience.
Email marketing continues to reign as the channel of choice for marketing communications for consumers in all age groups, long after everyone predicted it would die out.
One popular solution for insurance agents is to use ActiveCampaign, an all-in-one marketing automation software.
Altogether this will cost you less than the commission you make from a single Medicare Advantage sale!
This article barely scratches the surface when it comes to the possibilities of email marketing, but we hope it helps you to see its value and that it will encourage you to find ways to apply this marketing channel in your business.
Gillan Boyer | Director of Marketing & Communications