A lot of agents use email newsletters to regularly “drip on” customers and prospects.
The problem with email newsletters is they only keep you top of mind with a limited segment of your list.
Today I’m going to show you how to reach a wider segment of your list and make a profit doing it.
Normally about 15-20% of your contacts will read just about anything you send them.
Look at your analytics. 15-20% is the average email open rate for insurance agents. Your own experience might be better, but probably not that much better.
The nice thing about your -1520% people is that they are your biggest fans. They have been reading your content for a while now and they know they’ll learn something useful from your emails.
Plus they know, like and trust you.
But what about the other 80-85%?
It’s not possible to get everyone’s attention of course, but you can broaden your reach, focus your message and gain some of that readership in the 80% sphere.
Your subject line is a good place to start.
Are you using a newsletter subject line like “Insurance Updates from ABC Insurance” or “Insurance Tips from ABC Insurance,” etc.?
When your engaged readers (the 15-20%) see a subject line like that, they know they’ll get some nice to know or even important to know information. They will read it or at least scan it.
But the other 80% will either delete it at once or at best hesitate to delete it with good intentions to read it later. Then come back later and delete it or archive it (still having good intentions).
What if you grab a headline from an article in your newsletter? If it’s really compelling like “More New ACA Regulations on the Way (Gulp),” you may reach a wider audience for that issue or at least a different audience.
The downside of making a headline your subject line is that your loyal 20% may decide they already know about the new ACA regulations and decide not to look at that issue. If they’ve developed a habit of always reading something that has the same familiar, trusted headline, like “Insurance Updates from ABC,” you don’t want to break that pattern.
You win some, you lose some. Choosing a subject line for a recurring publication like an email newsletter can be tricky.
Either way, though, whether your subject line says it’s a newsletter or uses a headline from the newsletter — you probably won’t sell any insurance products even when people do read it.
That’s why you need sales letters.
Unlike newsletter subject lines, sales letter subject lines are targeted to specific customer needs.
For example, I wrote a sales letter drip series with the subject “What You Think You Know about Disability Insurance Is Probably Wrong: Fact #n.” There are 7 letters in the series, so each one has the same subject line and a different number at the end.
These are very short, myth buster type emails, with a call to action to talk to someone or get a disability insurance quote.
If you’re not including a series of sales letters in your email marketing, you’re leaving money on the table.
Especially if you’re emailing a monthly newsletter. You’re building trust and authority with your newsletter.
Now leverage that trust and authority by offering help to people who may not have realized they need it.
P.S. If you’d like to get my Disability Insurance sales letter series, I’d be happy to send it to you. Just send me an email or leave a reply below. All I ask is that if you use it, you let me know me how did.