E-newsletter tips for your Insurance Agency

If your email subscription list is viewed as a gold mine, then one of the most powerful tools will be the e-newsletter. It will allow you to keep in touch with prospects, clients and referral sources and get new insurance leads at an economic price.
But it does not stand true for all newsletters. A wrongly composed e-newsletter can drive away potential business. So how do you create a topnotch e-newsletter? With the right tools and the tips below, you'll soon be on the track.

Gauge the e-newsletter's purpose

A newsletter is meant to shove potential clients and prospects into your sales pipeline! As a result its layout, design, content and frequency all should sync with this motto. Don’t pack your newsletter with the happenings in your office or events on your vacation. Understand the purpose, which is to develop potential clients into actual customers. Any purpose less than this will be redundant.

Serve subscribers with what they want

Never assume that an email subscriber's purpose is different from yours. They joined your email subscription list to be informed and educated about insurance product, service or carriers, that you are intending to market and sell. It is true that having just the right content in every issue of your newsletter is always not easy. But always remember it should have sufficient matter to meet subscriber’s basic demands - otherwise they may unsubscribe. Consider the following items:

• One feature article
• Highlight the pros and cons of one new program
• Testimonial from a satisfied client
• Expanded definition of an insurance term or program
• Insurance industry news
• Quick intro to one of your staffers
• Special offer
• Upcoming events
• Updated quotes

But maintain a balance. Don’t pack too much content nor keep the content very sparse.
Incase you are not comfortable at writing; check on the web for possible articles you can reprint (with attribution). In addition, you can find free articles by simply typing "free insurance articles" into Google. You can also outsource the task to a content writers’ guild.

Call to Action

Every marketing emails and newsletters should end with a call to action – inviting the readers to take the next step. If a little creativity is applied, every newsletter can be wrapped up with a call to action.

If you are presenting testimonials of satisfied clients, close it by asking the readers to experience the same level of satisfaction.

Use Templates & Online Specialists

You require the right tools to create a professional-looking e-newsletter. You don't even need to have a full-time designer/writer/editor/publisher on your staff.

Online services are available which can provide full email and e-newsletter services. They will also manage your mailing list to track "unsubscribe" requests, email bounce-backs and even collect additional subscribers.

E-newsletters are effective marketing tools that are not at all heavy in the pocket. But it needs some commitment from your side to prepare and send them out on a regular basis. Whether you decide the frequency to be monthly, bi-monthly or quarterly, stick to it.

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