Email is likely the go-to source of communication for insurance agents reaching out to clients and prospects. And while agents might have a template for what their emails include, it might be a good idea to reassess what's being said.
According to a recent study from Experian Marketing Services, a provider of integrated consumer insight, targeting, data quality and cross-channel marketing, personalized emails should be critical to any insurance agent's strategy. The data showed that personalized emails generate six times higher transaction rates and revenue than emails that are not personalized.
"Consumers have come to expect content tailored to their unique interests and preferences, and there is a clear business case for why marketers need to meet those expectations," said Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services. "As the Email Market Study indicates, marketers are testing various personalization tactics and consumers are responding, but we still have more to learn."
They study also showed that 45 percent of marketers use pop-up windows on their websites to collect email addresses, up 107 percent compared to last year.
Other ways to improve email
Aside from making emails more personalized in 2014, insurance agents can do a number of other things to improve marketing.
Insurance agents should be using big data - information on the demographics of prospects, buying habits or behavior - to better craft emails. This big data can be leveraged to create highly personalized emails.
In addition, the mobile landscape is becoming increasingly important. Home, auto and life insurance leads can be obtained by keeping in mind that potential customers are likely reading emails on their smartphone. This means insurance agents should use less text and more images in emails to create a design that is easily interpreted on all devices.