Why Email Marketing Works for Agencies

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Email marketing has become ingrained in our everyday lives. On a personal level, we get emails from retailers all day, tempting us to buy the latest workout gear or kitchen gadgets or sign up for the newest diet trend. B2B emails offer apps and software products and all types of services. Our inboxes fill up relatively quickly. That’s because email marketing works.

Here are some statistics to consider:

  • According to a survey by E-marketer, 50% of B2B marketers say email marketing is the most impactful channel in their multi-channel marketing strategy.
  • 73% of B2B marketers use an email newsletter as part of their content marketing strategy, according to a 2024 report from the Content Marketing Institute. The report also found that 71% cited email engagement as one of the most critical metrics for the performance of their content.
  • 44% of B2B marketers cite email marketing as their most effective marketing channel, outranked only by in-person events and webinars.
  • 88% of email users check their inbox multiple times a day.
  • 67% of Gen Z use email on their smartphones, compared to 59% of millennials, 53% of Gen X, and 36% of baby boomers. Of those using mobile devices for email, 81% prefer to open emails on their smartphones, while 21% prefer tablets.
  • 23% of consumers who open an email on a mobile device will open that email again later, many times on a desktop. Furthermore, if an email is read on mobile and then read for a second time on a desktop, that consumer has a 65% higher likelihood of clicking through.
  • 52% of consumers purchased directly from an email in 2023.
  • Email automation is a must-have for businesses because it saves time and makes you more money.
  • 320% more revenue is driven from automated emails than non-automated emails.

Using Email Marketing to Introduce Your Insurance Program, Product, and Services

Email marketing enables you to engage with your existing customers, introduce your agency to potential new clients, establish yourself as a trusted source for risk protection, and promote new programs, products, and services. When undertaking an email marketing campaign, it’s critical to follow several best practices:

  • Comply with laws like CAN-SPAM to avoid potential legal concerns and maintain the goodwill of your customers.
  • Use double opt-in confirmation for email subscription. Use a button with phrasing like “Confirm email subscription” or “Authenticate email.”
  • Segment your email list based on geography, buying history, and other demographics.
  • Write persuasive subject lines. 34% of recipients look at the subject line before opening the email; 24% look at the preview text first. Ensure the subject line is clear, easy to read, and not salesy.
  • Personalize your email by discussing your target audience’s pain points, needs, and interests and the solutions you offer. Regarding B2C email marketing, 80% of consumers say they’re more likely to do business with a company that uses personalization.
  • Set up behavioral triggers. If someone visits your website to learn about a new insurance program, have a follow-up email automatically sent to provide additional information to pique their interest and encourage them to take the next step (call, get a quote, etc.).
  • Analyze your campaign’s performance to see what works and what doesn’t and to make adjustments accordingly.
  • If you send out a newsletter, be consistent. Set up a monthly or bimonthly schedule and stick to it.

Purchase a targeted prospect list and ensure it is cleansed and up to date. Use an email program to automate the entire process. Many programs are available, depending on your needs. Hire a professional copywriter to help you get your messaging across effectively.

 

Source: Optinmonster, E-Marketer