Electronic mail advertising may be extraordinarily efficient when accomplished proper.
Nevertheless, it appears to nonetheless be severely underutilized in varied industries, together with the insurance coverage trade.
So how will you use electronic mail advertising to develop your insurance coverage enterprise?
#1 Seek the advice of a Lawyer Earlier than Implementing Any of This
The insurance coverage trade is closely regulated.
Which means that you might want to be extraordinarily cautious in regards to the claims you make, in any other case, you may get into severe authorized hassle.
We advocate consulting a lawyer earlier than implementing any of the ideas on this article. Higher protected than sorry!
#2 Construct Your Worth Ladder Gross sales Funnel
Electronic mail advertising doesn’t exist in isolation – it ought to all the time be considered within the context of your general gross sales funnel. That’s why you must construct your gross sales funnel first!
There are a number of fashionable gross sales funnel fashions on the market. So which one do you have to use to your insurance coverage enterprise?
We imagine that the simplest strategy to promote something on-line is the Worth Ladder gross sales funnel.
It was created by our co-founder Russel Brunson who then used it to take ClickFunnels from zero to $10M+ in annual income in only one yr (it’s at $100M+ now!).
This gross sales funnel has 4 levels:
- Bait. You provide the potential buyer your lead magnet in change for his or her electronic mail deal with.
- Frontend. You provide the potential buyer your least costly and least worthwhile services or products.
- Center. You provide the shopper a dearer and worthwhile services or products.
- Backend. You provide the shopper your most costly and most dear services or products.
Ideally, you additionally provide a continuity program of some kind, that means, a subscription product that generates recurring income.
We additionally advocate including downsells, upsells, and cross-sells to those core affords with the intention to maximize your income.
The explanation why this gross sales funnel works so properly is that it lets you:
- Begin the connection with that particular person by providing free worth.
- Nurture that relationship by persevering with to supply free worth by way of electronic mail.
- Construct belief by offering progressively extra paid worth at every stage.
Right here’s how Russel explains it:
You can begin with simply the lead magnet and the frontend provide after which construct out the remainder of your Worth Ladder gross sales funnel later.
A lead magnet is a freebie that you simply provide to potential prospects in change for his or her electronic mail addresses.
It may be something that they will both obtain to their gadget or entry on-line:
- A report.
- An book.
- A video course.
- An electronic mail course.
- A webinar.
…and so forth.
What issues is that:
- Your lead magnet supplies an answer to an issue that your potential prospects are battling.
- That downside is both the identical one or associated to the one which your frontend provide addresses.
We are able to’t inform you what precisely you must use as your lead magnet as a result of we don’t have the experience that you’ve got.
You’re the insurance coverage professional so you will have the trade data required for creating an efficient lead magnet.
However we do know that lead magnets that assist potential prospects perceive the choices accessible to them and select the one which makes essentially the most sense of their explicit state of affairs are inclined to work properly in industries like that.
Nevertheless, it’s vital to notice that your lead magnet shouldn’t be a thinly veiled “Right here’s why we’re the perfect insurance coverage suppliers” gross sales pitch.
You wish to strategy this with the potential buyer’s finest pursuits in thoughts.
Give all of them the data that they should make the precise determination, even when that proper determination means realizing that they don’t want insurance coverage, to start with, or that one other insurance coverage supplier can be a greater match for them.
Nevertheless, when you present that info, you wish to pitch your frontend provide and finish with a transparent name to motion. What would you like the potential buyer to do subsequent?
Additionally, if you happen to provide totally different sorts of insurance coverage, you may wish to create separate lead technology funnels for all of them in order that the lead magnet and the subsequently paid provide can be as related to potential prospects as doable.
#3 Create a 6-Electronic mail Welcome Sequence
The first objective of electronic mail advertising is to construct the belief required to shut the sale.
That’s why we advocate sending the potential buyer this automated sequence when you get their electronic mail deal with:
- Electronic mail #1: Who Are You? Introduce your insurance coverage firm to the brand new subscriber.
- Electronic mail #2: The place Did You Come From? Inform the brand new subscriber the story of your insurance coverage firm. How did all of it start?
- Electronic mail #3: What Do You Do? Clarify what precisely your insurance coverage firm does.
Needless to say this might sound apparent to you however individuals who aren’t acquainted with the insurance coverage trade could also be considerably confused as to what the providers that you simply present contain.
- Electronic mail #4: How Did You Acquire This Experience? Clarify what makes you and your workers certified to supply these insurance coverage providers.
When you’ve got a small workforce, you may wish to introduce the individuals in your workforce and point out their credentials, accomplishments, expertise, and so forth.
When you’ve got a big workforce, then it would make sense to introduce your self and point out your credential, accomplishments, and expertise in addition to the accomplishments of the corporate itself reminiscent of its largest purchasers, media mentions, awards, and so forth.
- Electronic mail #5: Who Do You Do This For? Clarify who your dream prospects are and supply a case examine on the way you helped such people or companies shield themselves.
We are going to speak extra about case research within the subsequent part however for now, we simply wish to emphasize how vital it’s to have no less than one case examine you can current to potential prospects.Should you don’t have any case research but, you must put money into producing them.
- Electronic mail #6: How Can You Do It For Me? There are two approaches that you should use right here.
You may both pitch your frontend provide or present a fast rundown of your total Worth Ladder in order that the potential subscriber might choose and select from a “buffet” of affords.
The optimum answer right here will rely upon how your Worth Ladder gross sales funnel is structured.
The extra complicated the Worth Ladder, the extra it is sensible to go together with the “buffet” strategy except you might be utilizing a number of lead technology funnels with totally different frontend affords.
Word that emails 1-5 must be designed to construct belief, to not promote your insurance coverage providers to the brand new subscriber. It’s best to solely pitch them within the final electronic mail!
Additionally, we advocate the messaging frequency of 1 electronic mail per day, so your entire welcome sequence ought to take six days.
#4 Create an Automated Electronic mail Sequence With Case Research
Social proof is a psychological precept that claims that at any time when persons are not sure of what to do, they take a look at what others do with the intention to decide the perfect plan of action.
Within the enterprise context, because of this at any time when potential prospects are not sure whether or not to belief you, they may search indications that different individuals like them belief you.
It’s best to use this to your benefit by offering the social proof that your potential prospects need.
On the subject of electronic mail advertising, one of the simplest ways to try this is by organising an automatic electronic mail sequence the place you ship your subscribers one case examine monthly.
These case research ought to describe how your insurance coverage providers helped your purchasers shield themselves, their property, or their companies in case of an surprising unlucky occasion.
Your goal must be to supply free worth whereas constructing belief with social proof – you need your electronic mail subscribers to really feel like they’ve realized one thing from every case examine.
Should you don’t have the time to supply these case research your self, think about hiring a contract author to do it for you.
You’ll find freelance writers on fashionable job boards reminiscent of ProBlogger Jobs, Finest Writing, and UpWork.
Simply do not forget that you get what you pay for thus watch out about evaluating candidates primarily based solely on their charges.
You may’t afford to ship low-quality content material to your electronic mail subscribers. It’s higher to pay extra however get nice case research that may make it easier to construct belief!
#5 Use Electronic mail Segmentation to Make Your Emails As Related As Doable
Electronic mail segmentation is an electronic mail advertising performance that lets you create electronic mail subscriber segments primarily based on their demographic traits, conduct, and buy historical past.
We advocate utilizing segmentation to make your emails as related as doable.
Say, if somebody has already bought a services or products, then it doesn’t make any sense to maintain sending them gross sales pitches for it.
As an alternative, you must exclude that total subscriber phase from emails associated to that services or products.
You may as well create automated electronic mail workflows with behavioral triggers to tailor your electronic mail content material primarily based on every subscriber’s conduct.
Say, if you happen to ship a gross sales electronic mail, you may create three separate electronic mail sequences for individuals who:
- Didn’t open the e-mail in any respect.
- Opened the e-mail however didn’t click on by means of to the gross sales web page.
- Opened the e-mail, and clicked by means of to the gross sales web page, however didn’t purchase.
These three eventualities point out totally different ranges of curiosity so it is sensible to tailor your content material accordingly.
Mastering electronic mail segmentation and automatic workflows may take some time however it’s undoubtedly price it as a result of it may well make it easier to take your electronic mail advertising to the subsequent stage!
#6 Use the “Hook, Story, Supply” Copywriting Framework
Copywriting is what makes or breaks electronic mail advertising. However how will you write fascinating emails that your subscribers wish to learn?
We advocate utilizing the “Hook, Story, Supply” copywriting framework:
- Hook. Seize the subscriber’s consideration with a compelling topic line.
- Story. Inform them a fascinating story that resonates with them on an emotional stage.
- Supply. Transition from the story to the gross sales pitch and finish your electronic mail with a transparent name to motion. What would you like the subscriber to do subsequent?
Right here’s how Russel explains it:
That is the framework that we use in our personal emails and it has labored extraordinarily properly for us!
Additionally, if you wish to study copywriting FAST, one of the simplest ways to try this is to learn Jim Edward’s guide “Copywriting Secrets and techniques”. Why?
As a result of it was designed to function a SHORTCUT.
Right here’s how Jim explains it:
“This isn’t a guide about “easy methods to get wealthy”… however, if you happen to do what it says, you’ll undoubtedly make more cash than you’re making proper now in your current enterprise. Why can I say that?
As a result of this IS a guide about how everybody can use the facility of phrases to get extra clicks, make extra gross sales, and get extra subscribers… it doesn’t matter what you promote or who you promote it to!
Should you’ve ever been pissed off by lack of gross sales, lack of clicks, or lack of subscribers… That is the guide you’ve been in search of!
And the perfect factor is that this:
You will get a paperback copy of “Copywriting Secrets and techniques” for FREE – all Jim asks is that you simply cowl the transport. So what are you ready for?
Seize your FREE copy, learn it, and begin placing Jim’s recommendation into apply!
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#7 Make Positive That You All the time Keep On Model!
Your model messaging should stay constant all through your entire buyer journey from advertisements to touchdown pages to guide magnets to emails to gross sales pages.
That is particularly vital in industries like insurance coverage – individuals need their insurance coverage suppliers to be severe, dependable, and predictable.
All the time maintain this in thoughts when writing copy, together with electronic mail copy. Positive, a wacko topic line may get extra individuals to open the e-mail, however how will it have an effect on your model picture?
Staying on model is extraordinarily vital!
Construct A Gross sales Funnel For Your Insurance coverage Enterprise with ClickFunnels 2.0!
ClickFunnels 2.0 has every part you might want to construct a gross sales funnel to your insurance coverage enterprise:
- Gross sales funnel and touchdown web page templates.
- Visible editor that you should use to customise these templates.
- Electronic mail advertising performance that lets you ship broadcast emails, arrange automated electronic mail sequences, and create electronic mail workflows with behavioral triggers.
What’s finest is that we’ve a free trial which implies you can try our software program with none danger.
So why not begin constructing your Worth Ladder gross sales funnel in the present day?
