How to Increase Your Email Open Rate
Email marketing should be a huge part of your insurance agency's marketing program.
- Email marketing yields an average 4,300% return on investment for businesses in the United States. (Direct Marketing Association)
- 95% of those who opt into email messages from brands find these messages somewhat or very useful. (Salesforce)
- Email conversion rates are three times higher than social media, with a 17% higher value in the conversion. (McKinsey & Company)
- Over 50% of respondents say they read most of their emails. (HubSpot)
To keep your audience engaged with your emails, however, you need to be tracking email metrics. One of the most important ones and the one we're discussing today is open rate.
The average email open rate for the insurance industry is 19.9% (MailChimp)
No matter what your open rate is, there's no denying that the higher it is, the better. With that being said, here are 3 important factors for increasing your open rate:
Tip #1: Get Past the Spam Filters
Before anyone can open your email it needs to actually get into their inbox. The following steps will improve your emails chances of making it past the spam filters and into the inbox:
- Throughout your emails (not just the subject line), avoid salesy words like "Free," "Cash," "Save," and "Quote."
- Don't use all CAPS anywhere in your email or exclamation marks!
- Don't use a lot of images or large images.
- Use spell check. Misspellings are a spam indicator.
- Don't embed videos into your email.
Tip #2: Optimize Your Subject Lines
The subject line gives you a brief moment to convince the email recipient to open your email. So obviously you should grab their attention and offer something that they can't resist, right? Actually, that's the worst thing you can do. With the amount of junk email we all get, the more salesy an email appears the more likely we are to just delete it (or even mark it as spam). Your best bet is to make your subject lines personal and timely.
"John, your health policy is renewing in 2 weeks - let's chat."
"March update from XYZ Insurance"
"Open enrollment season is near - are you ready?"
"FREE INSURANCE ADVICE!"
"HUGE DISCOUNTS COMING - LEARN MORE"
"Important message for you - open immediately"
Tip #3: Be Patient and Build Trust with Your Readers
Building trust with your email list is just like building trust with a prospect in real life. People buy from (and open emails from) people they know and trust. Building trust with a list of email addresses may seem like a tall task but it's actually pretty simple.
- Use a consistent sender (from) name and email address
- Send your emails from a real person rather than your agency. Better yet, send the email from a contacts agent of record if sending to a list of prospects or clients.
- Provide valuable content that benefits the recipient. Nobody likes an email that only benefits the sender.
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