Even though social media seems to be the most popular form of communication, e-mail marketing still holds a very valuable place in any marketing strategy. According to Techjury, 29% of customers still prefer e-mail as a primary method of communication. Another reason to communicate through e-mail is that you own the distribution list and aren’t subject to the whims of each social media platform’s algorithm. Here are some tips to help you get the most out of your e-mail distribution list.
1. Growing Your E-mail List and Why That’s Important
E-mail is a direct method of communication between you and your clients and potential clients. With e-mail, you’re not subject to the whims of the algorithm deciding to lower your reach when they change something. If a social media platform shuts down or your account is accidentally banned, you’ve lost your main communication method with your clients.
It’s important that all marketing you do points your audience to sign up for your e-mail list. If you post a photo on Facebook, at the end of the caption, encourage viewers to click a link to your e-mail sign-up form. This reduces the number of barriers potential clients may have to sign up.
2. Have an Onboarding Strategy
With a client relationship management (CRM) system, you can automate the first three e-mails your new subscriber would receive. With a service provider like insurance sales, it’s better to make your new subscriber feel welcome than to immediately assail them with a full e-mail newsletter.
The first e-mail should make them feel welcome and a part of your exclusive audience. You provide excellent service to your clients, so remind them of that. Thank them for signing up, and let them know you appreciate them taking the time to read your e-mail.
The next message could include some things they may have missed, like recent blog posts on your website, on any promotions you may currently be running.
The third e-mail and the final one before they are added to the main list should be a call to action. You’ve reminded them who you are and what your services are, you’ve established yourself as a trustworthy source of information, and now, give them an action to take. Send them a link to download an ebook available only to subscribers or a sneak peek of an upcoming webinar.
3. Content Ideas
Now that you have a full distribution list, you’ll want to ensure you continue providing value so they don’t unsubscribe. For this, you need to know your audience. What do they engage with the most? Do they stick strictly to business, on are they interested in the person behind your business? For the first example, you could send out only informational e-mails – upcoming enrollment dates, changes in Medicare, office hours, etc.
If they are interested in the person behind the business, you could write a short e-mail discussing your brand’s values and how you’ve lived up to them. You could discuss hobbies you have that align with the insurance industry. Health, fitness, and travel are great ways to expand your world, so encourage your audience to take on these activities, too.
As your e-mail list continues to grow, you will start to see a return on leads and turn them into potential clients. Remember not to send too many e-mails, and your e-mail marketing strategy will be a great success.
To learn more about how Fidelis can help you on your digital marketing journey, reach out to one of our Sales Directors at firstname.lastname@example.org.