Email Marketing for Insurance Agencies: What do Good Letters & Emails have in Common?

There’s a lot that insurance agencies can learn about email marketing from the great letter writers of past centuries. Did you know letter writing “guides” date back to the fourth century BC? And even those guides speak to the importance of brevity in a good letter. The same holds true for email. You want to get your message across in a simple, yet powerful way. Your end goal is for the reader to understand your message and take action – click through to your agency’s website or call your agency, for example.

What else can we learn from centuries-old letter writing guides?

Avoid saying too much, or saying the wrong things.

The Victorian letter writing guides advised against saying too much or saying the wrong things. The reasoning behind this was that “anyone could read your letter and thereby make inferences about you.” Though this rule was mainly for correspondence between two people, it can be applied to your email marketing strategy.

Even if you feel strongly about sharing a long rant via email on your thoughts and feelings about the Affordable Care Act, for example, it may not be wise to send an email of that nature to your clients and prospects. Why? You may alienate those with opposing opinions!

Avoid writing anonymous letters.

The Victorians advised against writing anonymous letters. They considered it a “sign of a coward.” While this certainly isn’t possible for every email communication, we’ve certainly found that when insurance agencies send out personalized emails, such as a Happy Birthday email to individual clients, they see much better engagement in the form of open and click through rates!

Every subject deserves its own paragraph.

This is a tried and true principle of great writing, not just in letters or emails, but in blog posts, landing pages, ebooks, etc. While you want your email to be concise, you also want to make sure each point you want to make has its own paragraph.

You wouldn’t want to combine the paragraph where you explain a type of coverage with a paragraph that contains your call to action, for example.

Don’t speak or act in anger.

Writing an email out of anger is never a good idea. Whether you’re frustrated by something your clients do consistently or by a co-worker, think before sending an email blast or personal email. Wait ten minutes and revisit it. Determine if there is a positive slant on the message you want to send.

For example, maybe you’re having a hard time getting clients to provide their primary email addresses. You may be tempted to send an email blast chastising them for not understanding that you merely want to ensure they receive updated information about their policies or special promotions.

After thinking on it for ten minutes, you may be able to craft an email focusing on the benefits of sharing their main email address with your agency.

Remember to say kind or pleasant things when the opportunity arises.

This one kind of relates to avoiding writing anything out of anger. On the flip side, if you see an opportunity to write something kind, pleasant, or positive, take it! Ever heard of the expression, “you get more joy out of giving joy to others?” That’s from Eleanor Roosevelt.

Think of a way to deliver joy with your next email to clients or prospects! And remember that these great letter writing tips from the Victorian age can impact the results of your email marketing efforts for your insurance agency.

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