With most insurance clients still keeping a safe social distance from your brick-and-mortar locations, email marketing remains your most effective tool for welcoming new clients, sharing updates, processing renewals, cross-selling, and attracting new business. But, if you haven’t been at the top of your email marketing game for a while now, you may need a quick refresher course on the fundamentals of creating strong emails your subscribers want to read.   

Here are a few tips to get your emails in click-worthy shape.

1. Be Personal
   Calling your clients by name increases the likelihood that they’ll open and read your email. In fact, emails that have personalized subject lines enjoy a 50 percent higher open rate than emails that don’t.
   
   
2. Get to the point
   Attention spans are at an all-time low. You’ve got just 8 seconds before your email subscribers are on to the next email. So skip the fluff and get right to your message in the first sentence. Then, use each sentence after that as the hook to keep your email recipients reading to the very end.
   
   
3. Make your CTA stand out
   Don’t make people work to take the next step with your brokerage. Use clear language and color-contrasting buttons to make your call-to-actions stand out. That includes focusing on the single most important CTA. According to WordStream, emails with a single call-to-action increase clicks by 371 percent and sales by 161 percent.
   
   
4. Be Consistent
   Your open rate, that is the ratio of opened emails to the amount of emails you send, is directly impacted by your email frequency. Companies (outside of e-commerce) that send just one email per month have the highest open rate at 28 percent. On the other end of the spectrum, companies that only send emails every blue moon suffer from higher bounce rates and unsubscribes. The message is clear: you don’t need to send a lot of messages to stay connected. Just one email per month keeps engagement strong, while being sporadic jeopardizes the subscriber list you worked so hard to build and increases your chances of being flagged as a spammer.
   
   
5. Test, test, and test again
   Of course it’s important to A/B test to find the subject lines and content that resonate most with your subscribers. But, that’s not the type of test we’re referring to here. We’re talking about sending yourself (and at least one other person on your team) a test email to make sure your email is error-free before you hit the final send button. Reviewing a test email is the perfect time to ensure all links point to the right pages, all contact information is accurate, and the email appears as it should on both mobile and desktop. 

Which of these five tips does your brokerage need to focus on the most to improve your next email campaign? Comment below to let us know.