E-Mail Strategies to Grow Your Business
By Laurie Donohue, Executive Director
I-Marketing Management

Nine times out of ten, when agents are asked if they collect their customers’ email addresses, the answer is “no.” Agents and their staffs have a daily routine that has worked for them for years, and that routine does not include asking for or capturing email addresses. More often than not, it’s easier not to change routine, even if the change is a proven money maker. This is the case with collecting and using email addresses of customers.

Why is collecting email addresses so important to an agency’s growth?
Everyone knows (or should know) that selling to a current customer is much easier and cost effective than acquiring a new customer. And, everyone knows (or should know) that the best way to sell to a current customer is by developing a relationship with them.

In fact, according to a recent study of 300 business owners, ninety percent of respondents wanted their agency to provide at least four to seven communications “touches” with them during the policy year (outside of specific policy information or billing events). Fewer than 5% remembered having been contacted by their insurance agent more than once during the past 12 months.

So, what is the easiest (and cheapest) way to contact people these days? Email, of course! Here are four reasons to use email when communicating with your customers:
1. Email is free. Once you’ve gotten the email address you can send them emails at no cost to you or to them.
2. Almost everyone has an email address, and almost everyone checks their email at least once a day (many check several times a day).
3. Email is easy! There are several email management options that are very inexpensive or free, that will allow you to set up an automatic email program. Do it once, it runs all year, at specified times with specified messages with no further interference from you!
4. Email allows a two-way dialogue. By including a link or even a return email address, customers can easily respond to surveys or questions, at their convenience.

If you’re not capturing your customers’ email addresses yet, start today! Encourage your staff to ask for email every time they talk with a customer. Provide them with a simple script to help them remember to do so, ask them to keep a written log of the emails they’ve collected, and offer an incentive - $1 for every email collected is well worth the cost!

Once you’ve gotten a good percentage of your customers’ emails, put together an email communication plan. Here are some tips on what to include:
1. Never spam. Remember, you’re trying to build a relationship here. Don’t use email to sell anything, rather use it to convey valuable information. Send short messages with tips on keeping their family and possessions safe. Some ideas include tips on fire safety, hurricane preparedness, how to prevent ice dams, etc.
2. Use “groups” to target your messages. Segment your customer list into pertinent “groups” such as “homeowners,” “business accounts,” “families with young drivers,” so you can tailor the message to speak to the audience.
3. Include surveys at least once a year. People like to be asked about their opinions. It shows that you are interested them. Send a customer satisfaction survey to your customers at least once a year, and try other types of surveys as well. Find out what their hobbies are, what they are passionate about. This information is invaluable when developing messages and communications your customers will read. It’s also great to reference when talking with them on the phone.
4. Give them a compelling reason to contact your office. If you send an email about flood insurance, provide an email address or link to your Web site to get more information.
5. Use the “signature” function to deliver an intriguing message. For instance: Refer a friend and we’ll take you to lunch – on us!
6. Always provide a hot link to your Web site. If you send an email about burglar-proofing your home, provide a link to a more indepth article that appears on your Web site. If you’re talking about auto insurance, provide a link to your auto quote function.

Email provides a wealth of marketing opportunities for you. Take the initiative today to change your routine and that of your staff to include asking for, and using customer email addresses. If you don’t, you might as well be throwing money out the window!