Leverage Insurance Marketing Strategies to Maximize Email Conversion Rates
With over 4 billion email users worldwide, email marketing is one of the most efficient, cost-effective, and profitable ways to reach a large audience with your message. In fact, according to Litmus in 2022, the return could be as high as $36 for every dollar invested.
Email marketing can be used to drive traffic to your website, connect to social media, provide valuable content, branding, and ultimately to boost sales. But as anyone familiar with email marketing knows, getting your audience to act on those messages can be tricky. Fortunately, there are strategies you can use to maximize email conversion rates for insurance marketing.
As an insurance marketer, you have access to a variety of techniques that can help you increase your conversion rate through targeted email campaigns. In this article, we will discuss the best practices for segmenting your target audience, planning an email campaign, design elements that work, importance of the from name and the subject line, analyzing results, and beyond.
With over 4 billion email users worldwide, email marketing is one of the most efficient, cost-effective, and profitable ways to reach a large audience with your message.
Segmenting Target Audience
Customer segmentation has become crucial to the insurance community to gain a competitive edge, especially in the digital world. Dividing customers into smaller, more manageable groups helps insurers to launch relevant and timely email marketing campaigns that resonate with your target audience on a deeper level.
Your customer segments can be based on demographics including age, gender, income, and area. Other parameters such as interests, lifestyle, buying history, and website behavior combined with demographics create a hyper-personalized approach. This offers many benefits to your email metrics:
- increases open rates
- increases engagement
- increases ROI
- better deliverability
- decreases unsubscribes
Planning an Email Campaign
Once you define your audience and build the list, it’s time to focus on the type of email campaign you are going to send. Consider several factors like seasons such as winter or hurricane season, upcoming events, product announcements, and holidays. Test formats to your segments such as a monthly newsletter, timely articles, html or straight text.
Triggered emails can be highly effective in providing a personalized experience to your customers. By understanding how, when, and why your subscribers are engaging with you, you can send them specific messages tailored to their needs and interests. This helps drive higher engagement rates as well as increase conversions. For example, a subscriber visits your site and abandons their cart without completing the purchase. A triggered email will be sent to remind them of their cart and encourage them to complete the purchase. Triggered emails can also be sent to an audience who haven’t opened emails, generating a higher conversion rate.
Design Elements That Work
Your email design should reflect your brand in terms of tone, colors, and fonts. You can further personalize the emails you send to your customers by including their name, title, company, or other information from your database. Doing this will help capture the reader’s attention and keep you away from spam filters.
The subject line being the first thing your audience sees, impacts your open rates. You can use various free subject line rating tools such as https://www.subjectline.com/ or https://www.omnisend.com/subject-line-tester/ that allow you to test the length, offer helpful words, provide variations of the original, and grades the impact. Personalizing the subject line with your target audience demographics will help keep your emails out of spam filters. A good subject line can make or break whether your campaign gets seen. In fact:
- 35% open emails based solely on the subject line
- 69% mark an email as spam based on the subject line
- 59% claim emails influence their purchasing decisions
Another best practice to build trust and improve open rates is to test adding the title of the sender in the from line.
It is essential to consider readability when designing your email. Make sure that the font size and format you use allows for easy scanning, as users are more likely to notice visuals than text. To ensure maximum viewership, optimize your emails for all devices as nearly half of all emails are viewed on a mobile device.
Call to action buttons (CTAs) should be eye-catching and look valuable to click. Try starting your CTA with a compelling verb, position it above the fold, and test.
A custom email signature is another way you can establish a personal and professional feel. The signature can contain a photo and specifics about you such as your role and company with links.
Using A/B testing to analyze and measure the success of your email campaigns is a great way to identify what works and what doesn’t. Email performance metrics provide a quick view of which email designs, subject lines, offers, and CTAs are leading to better conversions so that you can make informed decisions on how to improve it.
Targeted email marketing should be a top priority for any insurance business looking to boost its ROI. Email campaigns require patience, strategy, and execution, but when done right, they could be the most effective weapon in retaining clients and acquiring new ones. By carefully, segmenting, planning, designing, and analyzing successes, insurance companies can create more meaningful interactions with consumers and convert them into loyal and repeat customers.