It all starts with the subject line, it is the most important component in your emarketing message. The subject line will determine the success or failure of your campaign. Your email message will be given a few seconds of scrutiny before a reader determines if they will open it or discard it. Further, if they don’t like the message, they may decide to opt out from future emails. Surely the subject line is worthy of great thought and consideration, measurement, analysis and split test variations. I tend to recommend educational subject lines with a call to action for a webinar, white paper or case study. These types of subject lines are different from those used for promotional offers, for example an email from a Groupon or Staples or Best Buy.
Tip #1 Keep it Short
Many emarketers consider ideal subject line length to be under 50 characters, with a 35 character target. However, the relationship between the sender and receiver can dramatically skew this rule. For example, if your insurance agency is well-known by those receiving your emails, and your subject lines pertain to complex topics, like healthcare compliance and mandates, longer subject lines can perform admirably. The best subject lines offer a glimpse of your important topic, whetting the appetite to learn more, resulting in an email open.
Tip #2 When Possible Target By Segment
Targeted messages will improve open rates. Targeting a specific message which is of key importance to a specific segment will yield. For example, “New OSHA Rules for Heavy Equipment Operators” or “Hours of Service Changes Effective January 1st” will speak to specific audiences, understanding this message is specific to them. These types of subject lines will be deemed relevant, as we will discuss in the next tip.
Tip #3 Make it Relevant and Interesting
Relevant and timely messages increase emarketing open rates (and click through rates). From my perspective this is often more about education and less about selling. Insurance agency emarketing should revolve around rapport building. Agencies or marketing organizations that spew out tens of thousands of emails, touting their new product, program or new and improved pricing will result in greater opt outs, spam complaints and potential “black listing” from ISPs. Consistency, relevancy and frequency should be the mantra for your insurance agency emails. For most insurance agencies, you should allow at least a week between emails to the same prospect.
Tip # 4 Make it Informative
Arguably this tip could also fall under a tip called “make it educational.” The subject line should be able to promise informative and educational content, and fulfill that promise within the email body. Your first goal should be to offer interesting and educational topics germane to your target prospects. Once you are engaged in an ongoing web dialogue, your agency will have many opportunities to further engage with your prospects, and they will be more likely to buy since you have established this rapport.
Tip #5 Make it Honest and Keep it Simple
We all know about the “KISS” rule, in so much as simpler is often better. With emails we want them to be simple, easy to understand and to fulfill the intent of the subject line with your actual email content. Agencies should never promise one thing in their subject line (PPACA updates) and then discuss how they can offer the best service and rates for health insurance in their email body. If your agency is offering a webinar or case study for contractors, the subject line and content should match, delivering on the intent of your email.
Bonus Tip – Don’t Bury the Lead
You’ve probably heard this old adage. It’s good advice for news reporters, bloggers and emarketers. The subject should be the lead to your email story. This can include things like:
- 5 Critical Steps to for Your Next Renewal
- New Hours of Service Regs for Owner Operators
- ROI Based Wellness Programs for Small Employers
- Healthcare Mandates and Compliance Updates
These topics offer educational value and new and relevant content. They range from 41 to 47 characters in length including spaces. Leverage interesting and timely topics and ensue the subject line is your lead, and measure the results of your campaigns for opens, click throughs and opt outs. Whenever in doubt, leverage split tests to further measure your insurance agency emarketing campaign effectiveness.