Electronic mail advertising may be extraordinarily efficient when achieved proper.
Nonetheless, it appears to nonetheless be severely underutilized in varied industries, together with the insurance coverage business.
So how are you going to use e mail advertising to develop your insurance coverage enterprise?
#1 Seek the advice of a Lawyer Earlier than Implementing Any of This
The insurance coverage business is closely regulated.
Which means it’s essential be extraordinarily cautious concerning the claims you make, in any other case, you may get into critical authorized hassle.
We suggest consulting a lawyer earlier than implementing any of the information on this article. Higher secure than sorry!
#2 Construct Your Worth Ladder Gross sales Funnel
Electronic mail advertising doesn’t exist in isolation – it ought to at all times be seen 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 must you use on your insurance coverage enterprise?
We consider that the simplest technique 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 phases:
- Bait. You supply the potential buyer your lead magnet in trade for his or her e mail handle.
- Frontend. You supply the potential buyer your least costly and least worthwhile services or products.
- Center. You supply the shopper a dearer and worthwhile services or products.
- Backend. You supply the shopper your most costly and most respected services or products.
Ideally, you additionally supply a continuity program of some kind, that means, a subscription product that generates recurring income.
We additionally suggest including downsells, upsells, and cross-sells to those core provides to be able to maximize your income.
The rationale why this gross sales funnel works so effectively 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 e 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 supply after which construct out the remainder of your Worth Ladder gross sales funnel later.
A lead magnet is a freebie that you just supply to potential prospects in trade for his or her e mail addresses.
It may be something that they’ll both obtain to their machine or entry on-line:
- A report.
- An e book.
- A video course.
- An e 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 combating.
- That downside is both the identical one or associated to the one which your frontend supply addresses.
We are able to’t let you know 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 skilled so you have got the business data required for creating an efficient lead magnet.
However we do know that lead magnets that assist potential prospects perceive the choices obtainable to them and select the one which makes essentially the most sense of their explicit scenario are inclined to work effectively in industries like that.
Nonetheless, it’s essential 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 need to method this with the potential buyer’s greatest pursuits in thoughts.
Give all of them the data that they should make the appropriate resolution, even when that proper resolution means realizing that they don’t want insurance coverage, to start with, or that one other insurance coverage supplier could be a greater match for them.
Nonetheless, when you present that info, you need to pitch your frontend supply and finish with a transparent name to motion. What would you like the potential buyer to do subsequent?
Additionally, in the event you supply completely different sorts of insurance coverage, you would possibly need to create separate lead technology funnels for all of them in order that the lead magnet and the subsequently paid supply could be as related to potential prospects as doable.
#3 Create a 6-Electronic mail Welcome Sequence
The first function of e mail advertising is to construct the belief required to shut the sale.
That’s why we suggest sending the potential buyer this automated sequence when you get their e mail handle:
- 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.
Remember that this may appear apparent to you however individuals who aren’t accustomed to the insurance coverage business could also be considerably confused as to what the companies that you just present contain.
- Electronic mail #4: How Did You Achieve This Experience? Clarify what makes you and your staff certified to supply these insurance coverage companies.
When you’ve got a small crew, you would possibly need to introduce the folks in your crew and point out their credentials, accomplishments, expertise, and so forth.
When you’ve got a big crew, 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 resembling 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 defend themselves.
We’ll discuss extra about case research within the subsequent part however for now, we simply need to emphasize how essential it’s to have at the very least one case examine that you would be able to current to potential prospects.In the event 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’ll be able to both pitch your frontend supply or present a fast rundown of your complete Worth Ladder in order that the potential subscriber may decide and select from a “buffet” of provides.
The optimum resolution right here will rely on how your Worth Ladder gross sales funnel is structured.
The extra advanced the Worth Ladder, the extra it is sensible to go along with the “buffet” method until you’re utilizing a number of lead technology funnels with completely different frontend provides.
Word that emails 1-5 must be designed to construct belief, to not promote your insurance coverage companies to the brand new subscriber. You must solely pitch them within the final e mail!
Additionally, we suggest the messaging frequency of 1 e mail per day, so your complete 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 every time individuals are uncertain of what to do, they have a look at what others do to be able to decide the perfect plan of action.
Within the enterprise context, which means that every time potential prospects are uncertain whether or not to belief you, they are going to search indications that different folks like them belief you.
You must use this to your benefit by offering the social proof that your potential prospects need.
In terms of e mail advertising, one of the best ways to try this is by establishing an automatic e mail sequence the place you ship your subscribers one case examine monthly.
These case research ought to describe how your insurance coverage companies helped your purchasers defend themselves, their belongings, 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 e mail subscribers to really feel like they’ve discovered one thing from every case examine.
In the event you don’t have the time to supply these case research your self, contemplate hiring a contract author to do it for you.
You’ll find freelance writers on fashionable job boards resembling ProBlogger Jobs, Finest Writing, and UpWork.
Simply do not forget that you get what you pay for therefore watch out about evaluating candidates based mostly solely on their charges.
You’ll be able to’t afford to ship low-quality content material to your e mail subscribers. It’s higher to pay extra however get nice case research that can show you how to construct belief!
#5 Use Electronic mail Segmentation to Make Your Emails As Related As Potential
Electronic mail segmentation is an e mail advertising performance that lets you create e mail subscriber segments based mostly on their demographic traits, habits, and buy historical past.
We suggest 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 a substitute, you must exclude that complete subscriber phase from emails associated to that services or products.
You too can create automated e mail workflows with behavioral triggers to tailor your e mail content material based mostly on every subscriber’s habits.
Say, in the event you ship a gross sales e mail, you’ll be able to create three separate e mail sequences for individuals who:
- Didn’t open the e-mail in any respect.
- Opened the e-mail however didn’t click on by to the gross sales web page.
- Opened the e-mail, and clicked by to the gross sales web page, however didn’t purchase.
These three situations point out completely different ranges of curiosity so it is sensible to tailor your content material accordingly.
Mastering e mail segmentation and automatic workflows would possibly take some time nevertheless it’s undoubtedly price it as a result of it may show you how to take your e mail advertising to the subsequent stage!
#6 Use the “Hook, Story, Supply” Copywriting Framework
Copywriting is what makes or breaks e mail advertising. However how are you going to write fascinating emails that your subscribers need to learn?
We suggest 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 e 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 effectively for us!
Additionally, if you wish to study copywriting FAST, one of the best 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 “how you can get wealthy”… however, in the event you do what it says, you’ll undoubtedly earn more money 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!
In the event 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 searching for!
And the perfect factor is that this:
You may get a paperback copy of “Copywriting Secrets and techniques” for FREE – all Jim asks is that you just cowl the transport. So what are you ready for?
Seize your FREE copy, learn it, and begin placing Jim’s recommendation into follow!
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#7 Make Certain That You All the time Keep On Model!
Your model messaging should stay constant all through your complete buyer journey from advertisements to touchdown pages to guide magnets to emails to gross sales pages.
That is particularly essential in industries like insurance coverage – folks need their insurance coverage suppliers to be critical, dependable, and predictable.
All the time hold this in thoughts when writing copy, together with e mail copy. Certain, a wacko topic line would possibly get extra folks to open the e-mail, however how will it have an effect on your model picture?
Staying on model is extraordinarily essential!
Construct A Gross sales Funnel For Your Insurance coverage Enterprise with ClickFunnels 2.0!
ClickFunnels 2.0 has all the things it’s essential construct a gross sales funnel on 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 e mail sequences, and create e mail workflows with behavioral triggers.
What’s greatest is that we’ve got a free trial which suggests that you would be able to try our software program with none danger.
So why not begin constructing your Worth Ladder gross sales funnel in the present day?
