Insurance Marketing – Five Focus Areas For Effective B2B Email Marketing

In insurance, e-mail marketing is one of the easiest and most cost-effective ways to market your business to other businesses and independent agents. That's why e-mail has become the marketing channel of choice for many B2B companies. When done well, insurance e-mail campaigns improve B2B communication, stimulate leads, increase sales and boost your company's bottom line.

If you sell to businesses, or sell insurance products through brokers, consider e-mail marketing to maximizeize ROI. Not only is e-mail an affordable alternative to direct mail because you do not have to pay for postage and printing, but it offers fantastic flexibility. It allows you to easily personalize and send communications to multiple segments within your customer base. In addition, insurance e-mail campaigns can be easily launched and tracked, allowing you to quickly communicate important information and swiftly respond to market changes.

Before launching your next B2B e-mail campaign , here five key focus areas for first-rate results:

• Create your insurance e-mail list. E-mail list building requires effort. Start by giving insurance prospects and customers every opportunity to sign up for your e-mails – both online and off-line. This means posting a link where you and your customers meet, such as your Web site, transactional or support e-mails, and all printed materials. Make sure your reader knows what to expect from your e-mails, like how often they arrive and what they contain. And remember to groom your lists by promptly removing those who unsubscribe.
• Know your customers. Once the list is created, subdivide it. Group your insurance customers by various criteria, such as age and preferences. Doing so will allow you to interact with customers and prospects on a highly personalized level.
• Design for deliverability. From the subject line to the images to the response mechanism, make sure your insurance audience can easily see and find the information they want. Test the mechanisms of the e-mail, such as response links or the unsubscribe process. Check deliverability with spam filters by using your e-mail provider's content checker tools. Be mindful of subject lines.
• Deliver relevant and valuable content. Keep your readers interest in mind at all times and always answer the question, "What's in it for me?" You only have three seconds of their time, so do not keep them guessing. Remember to build in a desirable offer (like a free guide, case study or report) to motivate response. Employers and independent insurance agents love these kinds of offers. If you include an offer in your e-mail, you'll drastically lift your response rates.
• Test and Track. Do not send out an insurance e-mail campaign with fingers crossed, hiring it will generate leads and boost sales. Test campaigns, track results and compare factors such as subject line performance and day / time sent to improve your results.