[slides ] email marketing for insurance agents & brokers


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Email Marketing For Insurance Agents & Brokers

The Ultimate Quick Guide to the Fast Path to Fast Growth


Introducing: Michael Jans, President and CEO,Agency Revolution.


To dispel the most common myths about

email marketing.

To give you toolsto quickly overcome the most common obstacles to email marketing success.

To provide you with a6 Step Action Plan for

rapid success.

To elicit an understandingof the great potential in email

marketing for insurance agents and brokers

Vision


Obstacles

STOP

The

To Success.7Most common


Bad information and silly myths that confuse would be marketers.1Obstacles

STOP


2"I don't have enough email addresses.”Or,

"They're all locked up inside my agency/broker management system."

Obstacles

STOP


3"I'm not a writer."Obstacles

STOP


4"I'm not a marketer."Obstacles

STOP


5"I tried it, and it doesn't work."Obstacles

STOP


6"I tried it, and somepeople complained."Obstacles

STOP


7“Sure... sounds great, but how do Iget the right message to the right person at the right time?”

Obstacles

STOP

The most astute observation of all...This is the ESSENCE of great marketing.


Download free ebook:www.AgencySuccessEbook.com

http://www.agencyrevolution.com/agency-success-ebook-2.offer

http://www.AgencySuccessEbook.com



How to Transform

Transformation

Obstacles to Successes.

7Points of

Transformation


Transformation

Eliminate bad information and silly myths that confuse would be marketers.1


@

“People hate email.”


@

“People hate email.”“Social Media is better.”


91% of consumers check their email atleast once per day.

@


Facebook posts reach 2% of fans.

.07% of top Facebook fans engage with posts. Email delivered 90% of time.

@


In Canada:CASL won't let me email.


Percentage of new customers.


What Makes Consumers Happy? O

vera

ll sa

tisfa

ctio

n in

dex.

Agent + emerging

852

822

Boomer

Gen Y

774

743No interaction

797

822

Agent only

830

814

Agent + traditional

810

795

Non-agent only


Transformation"I don't have enough email addresses."2


Just like you "have to" get addresses,you must do the same, today, with email.


CSR on every call:"...and what is your email address?"

CSR Contest; Winner gets ___.(Time off, $, etc.)

Keep a white board by every CSR's desk.

Landing Page on Website.


CSR on every call:"...and what is your email address?"

CSR Contest; Winner gets ___.(Time off, $, etc.)

Keep a white board by every CSR's desk.

Landing Page on Website.

Use a marketing automation system that integrates with your agency/broker management system.


Businesses are looking for deeper integrationof email with other business functions.

The most common barrier to integratingemail with overall business strategies is, disconnected systems and technologies.


Disconnected systems.

Reach Customers

Marketing Automation System

Agency/BrokerManagement


Transformation“I'm not a writer.”3


Use existing Best Practice campaigns.

Follow Best Practices.

Two major solutions:

If you can talk: Write like you talk, be conversational.

Write freely, edit ruthlessly.


"I was reviewing your protection yesterday, and I'm worried about something." Or, "I'm pretty sure we've

covered this with you before, but I'm still really nervous about your situation."

Example:

Use some "Power Words.”


"I was reviewing your protection yesterday, and I'm worried about something." Or, "I'm pretty sure we've

covered this with you before, but I'm still really nervous about your situation."

"I think I can save you money. More important, it looks like we can protect you better from a serious danger."

Example:

Get to the point.

Use some "Power Words.”


Subject lines, words, matter.

155,000 subject lines, corresponding to a total of 24.6 billion emails sent

(and growing), making this the biggest study of its kind.


Use plain text rather than HTML.Feels like it's personal.

VIDEO Email.Just talk!

Include links to landing pages.‣ Increases engagement.‣Generates response.‣Gathers information.‣Shows expertise in modern communications.


Marketing is not about YOU, It's about solving a problem for THEM.

"The most advanced form of marketing is that which creates meaningful relationships."


Build relationships. Why do they get better results than we do?

Market what's new. "New" gets interests.

Be regular, and be relevant.

Don't just be conversational, be a PERSON. (Another reason that video email is so powerful.)


Nearly one third of email recipients open email based on subject line alone.

Using the words “Sale” or “New” or “Video”in subject lines boost open and

click-through rates.


Be RELEVANT:


TransformationThe biggest secret to email success...4


"The right message to the right personat the right time.” The power of being relevant.

If someone just became a customer...

If someone has a claim...

If someone has a birthday...


Attract Convert Optimize Retain

The ACOR+ Marketing Model

Prospects Buyers Clients PromotersLeads

C O RA


+DelightAt Every Stage in the Process


The ACOR+ Marketing Model

Prospects Buyers Clients PromotersLeads

C O RA


Our philosophy...


How DO you grow an agency?



$2,226,000



$2,226,000$3,415,905



$5,676,538


Agency Management System

Unlocking the money that's stuck in your agency management system.



Monday



27 Birthdays


Monday



4 Claims4 Returning clients

27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers8 Lost clients 13 Cross sales 6 Lost policies11 Unclosed quotes


Monday






Monday

Trigger Point Marketing© 2015 Agency Revolution, All Rights Reserved





Monday

@

@ @

@ @ @ @@ @ @

@ @ @ @ @ @ @

@ @

@ @@

Trigger Point Marketing© 2015 Agency Revolution, All Rights Reserved


4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers

Monday

4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies

Trigger Point Marketing

11 Unclosed quotes



4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers

@

@ @

@ @ @ @@ @ @

@ @ @ @ @ @ @

@ @

@ @@

Monday

4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies

Trigger Point Marketing

11 Unclosed quotes

Tuesday Wednesday Thursday Friday Forever



The Cross Sell Generator





Home no auto

@ @ @




@ @

@ @ @ @@ @ @

@ @ @ @@ @@


Client no lifeX no Y

Home no auto Commercial no personalCL no comp

Personal no "toys"CL no commercial autoAuto no home

@ @ @




TransformationWhat to do if people complain.5


Let people unsubscribe anddo NOT worry about it.


Recognize: Business is a contact sport.

The only way to hear no complaints is to never interact with your customers.

The only way to listen to your customersis to engage with them.

Always deliver value.Then you know you're doing the right thing.


TransformationMarketing = Campaigning6


Not just "once and done.”


Transformation

8 of the Biggest Money Campaigns for Insurance Agents and Brokers.7


A Claims Campaign that reaches out to people throughout their claim experience.

Results: Customers feel your advocacy during

an emotional time;Carriers get legitimate feedback

on claims service.

1


Account Renewal that engages customersin a positive experience as theycontemplate their relationship.

Results: Higher retention and more policies

per customer;Reduced E&O exposure;

More emotionally engaged customers;Less time staff is making outbound calls.

2


Lost Lead Warming Campaign that continues to follow up on leads that

don't close on their ex-date.

Results: Marketing funnel is fuller for future;

Leads are impressed with messaging;Money investing getting and quoting leads

is not wasted.

3


New Lead Conversion Campaign that instantly follows up with new leads.

Results: Stand out from the crowd;Increase conversion ratio.

4


"Lost Soul" Reactivation Campaign that recycles former customers.

Results: Low cost new customer acquisition.

5


Yelp & Google + Campaigns that generates5 Star Reviews for organic search.

Results: Instant credibility;

More leads;Higher closing ratio.

6


Referral Campaign that generatesreferrals from existing customers and

other Centers of Influence.

Results: More new leads with super-high

closing ratio;More engaged customers;

Higher retention.

7


Cross Sell Campaign that increasespolicy per customer count.

Results: Higher income and retention.

8


The

Plan6Point Action


Point Action Plan.6


Decide. Once and For All.1

How serious are you about growth?

Decide whose JOB this is.


Decide how you're going to deliveryour email marketing?

2


Determine value of integrating with your ams/bms.3

www.thegrowthanalyzer.com

Run your numbers!



Pick which campaigns to start with:4

Referral Campaign

“Lost Soul” Campaign

Yelp & Google + Campaigns

DIO Launch Campaign

Lead Warming Campaign

Quote Form Follow-up Campaign

Proposal Campaign

Lost Lead Nurturing Campaign

Over 10 Cross Sell Campaigns

Trust Campaign (Why I believe...)

Account Review Campaign

Testimonial Campaign

Digital and Paper Newsletters

Birthday Campaigns

Claims Campaign

Welcome Kit Campaign

5 Disaster Campaigns


Explore Marketing Automation Software for insurance agents and brokers.

5Visit www.agencyrevolution.com

Or call: 888.208-9239


Request more!6

Email me at: [email protected]

subject line: Slides I'll send you slides from this show

and CASL regulations & a 2015 Email Action Plan


What clients say...


Download free ebook:www.AgencySuccessEbook.com


http://www.AgencySuccessEbook.com


[slides ] email marketing for insurance agents & brokers

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