How to Write Compelling Emails for Insurance Marketing

Every marketer sends emails, but how many of them actually get read?

Email marketing is a powerful tool for insurance marketers when done right. It allows you to start a two-way dialogue with your audience, which is crucial for sustaining engagement and ultimately selling more insurance products. In this blog post, we’ll provide valuable tips on how to craft persuasive emails that captivate your audience and drive engagement.

TYPES OF INSURANCE EMAIL

Before diving into the art of crafting persuasive emails, let’s explore various types of emails that insurance marketers can send to effectively engage with their audience:

• Welcome Email: This is your first digital handshake with new clients and subscribers. It’s where you set the stage for your budding relationship, introducing your agency and showcasing what makes you unique. A warm, inviting welcome email can lay a strong foundation for a long-lasting partnership.
• Policy Renewal Reminders: Timely reminders about policy renewals are more than just a nudge; they’re a sign of your proactive customer service. This approach not only helps clients stay covered but also boosts loyalty and trust.
• Educational Newsletters: Position your agency as an industry thought leader by developing newsletters packed with insights on insurance trends and tips. Education is empowerment, and an informed customer is a loyal one.
• Promotional Emails: Everyone loves a good deal! Use promotional emails to announce special offers or discounts. Create urgency, but also highlight the value your products add to their lives.
• Customer Testimonials and Success Stories: Let your satisfied customers do the talking. Sharing success stories builds social proof and confidence in your services.

CRAFTING EMAILS THAT ENGAGE AND PERSUADE

1. First, Get Their Attention

Readers won’t read your emails if you don’t grab their attention first.

• Use a Person’s Name as Sender: Unless you’re a household name like Facebook, Amazon, or Google, consider using a person’s name as the sender instead of just the brand name. People relate more to individuals than brands and appreciate the human side of your agency.
• Create a Catchy Subject Line: Experiment with creating catchy subject lines that include keywords designed to trigger your audience’s emotions. Remember, honesty is key – avoid clickbait tactics that can erode trust.

2. Craft a Short, Sweet, and Persuasive Message

In today’s fast-paced world, it’s crucial to respect your audience’s time. People simply don’t have the luxury to sift through lengthy emails. To make a lasting impression, your message must be concise, straight to the point, and engaging. Remember that your recipient likely gets tons of emails daily, so you want to make sure yours stands out in the crowd.

• Focus on a Single Message: Stick to one main message or call-to-action per email. Don’t overwhelm your readers with a barrage of information or requests. Simplicity is key.
• Utilize Bullet Points and Subheadings: Break up your content using bullet points and subheadings. This not only makes your email easier to scan but also guides the reader’s attention to key points.
• Avoid Jargon and Technical Terms: Speak your audience’s language. Avoid using industry-specific jargon or technical terms that your recipients may not understand. Clarity ensures your message resonates.
• Get to the Point Fast: Skip lengthy introductions and superfluous details. Get straight to the core of your message, addressing the recipient’s needs and concerns promptly.
• Edit Ruthlessly: Challenge yourself to trim unnecessary content. Aim to cut your copy by at least 25%, keeping only the most essential information. Remember, brevity is your friend.

3. Use Impactful Language

Effective email communication hinges on using persuasive language that resonates with your audience.

• Emphasize Benefits, Not Features: Rather than focusing solely on the features of your insurance product or service, highlight how it will enhance your customer’s life. Speak to the practical advantages and solutions you offer.
• Write in an Active Voice: Use the active voice and strong verbs that convey a sense of action and urgency. Encourage your readers to take immediate steps or make decisions that benefit them.
• Stir Emotions With Sensory Language: Paint vivid pictures with words that evoke feelings and create a sensory experience tied to your insurance offerings.
• Avoid Negativity and False Promises: Keep a positive tone throughout your email. Avoid negative language or making promises you can’t fulfill. Remember, trust is key in the insurance industry.
• Choose Your Words Wisely: While information is essential, many non-copywriters fall into the trap of using overly vibrant language to convey their points. Dense paragraphs crammed with boilerplate language can become a roadblock to effective communication. Instead, opt for shorter, easily digestible sentences, and limit paragraphs to two or three short sentences each.

If your email exceeds the length of what would comfortably fit on a mobile phone screen, it’s likely too long. Trim unnecessary descriptions, cute metaphors, and overly elaborate benefit statements.

4. Include Social Proof

While they may not want to admit it, people tend to follow the crowd, making social proof a powerful tool. Incorporate evidence and examples like:

• Case Studies: Showcase customers who represent your target audience.
• Customer Commentaries: Share feedback from people who’ve tried your offer.
• Quotes From Authorities: Use quotes from authoritative figures or books to validate your ideas.
• Industry Feedback: Highlight conversations with industry influencers.
• Customer Reviews: Display genuine reviews from loyal customers.

Including social proof enhances your credibility and trustworthiness.

5. Finish With a Clear CTA

Finally, you’ll want to end your email with a compelling (and clear) call to action:

• Define Your Purpose: Be clear about what you want from your recipients. Whether it’s a reply, a phone call, or a trial sign-up, your CTA should be unmistakable.
• Avoid Sales-y Language: A cold email is the start of a conversation, not a sales pitch. Build a connection first; sales come later.
• Experiment With CTAs: Use A/B testing – where you step out two versions of an email and compare their performance metrics to determine which option is best – to find the most effective CTA. Different approaches can yield different results, so test and learn.

Crafting persuasive emails is essential for insurance marketers looking to engage their audiences effectively. By following the tips outlined above, you’ll build trust, enhance credibility, and increase engagement with your email marketing efforts. If you don’t have the time to build the right email marketing campaign for your insurance business, or you’d like our advice on improving your efforts, LIGHTSTREAM is here to help. Contact us today.