E mail advertising may be extraordinarily efficient when completed proper.
Nevertheless, it appears to nonetheless be severely underutilized in numerous industries, together with the insurance coverage trade.
So how will you 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 trade is closely regulated.
Which means that it’s essential to be extraordinarily cautious in regards to 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 ideas on this article. Higher secure than sorry!
#2 Construct Your Worth Ladder Gross sales Funnel
E mail advertising doesn’t exist in isolation – it ought to at all times be considered within the context of your total gross sales funnel. That’s why it is best to construct your gross sales funnel first!
There are a number of widespread gross sales funnel fashions on the market. So which one do you have to use to your insurance coverage enterprise?
We imagine that the best 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 12 months (it’s at $100M+ now!).
This gross sales funnel has 4 levels:
- Bait. You supply the potential buyer your lead magnet in trade for his or her e mail deal with.
- Frontend. You supply the potential buyer your least costly and least helpful services or products.
- Center. You supply the client a dearer and helpful services or products.
- Backend. You supply the client 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 with the intention to maximize your income.
The explanation why this gross sales funnel works so nicely is that it permits you to:
- Begin the connection with that particular person by providing free worth.
- Nurture that relationship by persevering with to offer 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 simply supply to potential prospects in trade for his or her e mail addresses.
It may be something that they will both obtain to their gadget 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 offers an answer to an issue that your potential prospects are fighting.
- That downside is both the identical one or associated to the one which your frontend supply addresses.
We will’t inform you what precisely it is best to use as your lead magnet as a result of we don’t have the experience that you’ve.
You’re the insurance coverage professional so you could 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 out there to them and select the one which makes probably the most sense of their specific state of affairs are inclined to work nicely 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 most effective insurance coverage suppliers” gross sales pitch.
You wish to method this with the potential buyer’s finest pursuits in thoughts.
Give all of them the data that they should make the correct 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 data, you wish to pitch your frontend supply and finish with a transparent name to motion. What would you like the potential buyer to do subsequent?
Additionally, should you supply 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 supply can be as related to potential prospects as attainable.
#3 Create a 6-E mail Welcome Sequence
The first objective 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 deal with:
- E mail #1: Who Are You? Introduce your insurance coverage firm to the brand new subscriber.
- E 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?
- E mail #3: What Do You Do? Clarify what precisely your insurance coverage firm does.
Remember that this might sound apparent to you however individuals who aren’t aware of the insurance coverage trade could also be considerably confused as to what the providers that you simply present contain.
- E mail #4: How Did You Achieve This Experience? Clarify what makes you and your workers certified to offer these insurance coverage providers.
When you’ve got a small workforce, you may wish to introduce the folks in your workforce and point out their credentials, accomplishments, expertise, and so forth.
When you’ve got a big workforce, then it’d make sense to introduce your self and point out your credential, accomplishments, and expertise in addition to the accomplishments of the corporate itself comparable to its largest purchasers, media mentions, awards, and so forth.
- E mail #5: Who Do You Do This For? Clarify who your dream prospects are and supply a case research on the way you helped such people or companies shield themselves.
We’ll discuss extra about case research within the subsequent part however for now, we simply wish to emphasize how vital it’s to have not less than one case research which you can current to potential prospects.Should you don’t have any case research but, it is best to put money into producing them.
- E mail #6: How Can You Do It For Me? There are two approaches that you need to use right here.
You’ll be able to both pitch your frontend supply or present a fast rundown of your total Worth Ladder in order that the potential subscriber might choose and select from a “buffet” of provides.
The optimum answer right here will rely on how your Worth Ladder gross sales funnel is structured.
The extra complicated the Worth Ladder, the extra it is smart to go along with the “buffet” method until you’re utilizing a number of lead technology funnels with totally different frontend provides.
Notice 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 e mail!
Additionally, we suggest the messaging frequency of 1 e mail per day, so your entire welcome sequence ought to take six days.
#4 Create an Automated E 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 with the intention to decide the most effective 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.
It’s best to use this to your benefit by offering the social proof that your potential prospects need.
With regards to e mail advertising, the easiest way to try this is by organising an automatic e mail sequence the place you ship your subscribers one case research monthly.
These case research ought to describe how your insurance coverage providers helped your purchasers shield themselves, their belongings, or their companies in case of an surprising unlucky occasion.
Your goal must be to offer free worth whereas constructing belief with social proof – you need your e mail subscribers to really feel like they’ve realized one thing from every case research.
Should you don’t have the time to provide these case research your self, take into account hiring a contract author to do it for you.
You will discover freelance writers on widespread job boards comparable to ProBlogger Jobs, Greatest Writing, and UpWork.
Simply do not forget that you get what you pay for therefore watch out about evaluating candidates primarily based 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 may make it easier to construct belief!
#5 Use E mail Segmentation to Make Your Emails As Related As Attainable
E mail segmentation is an e mail advertising performance that permits you to create e mail subscriber segments primarily based on their demographic traits, conduct, and buy historical past.
We suggest utilizing segmentation to make your emails as related as attainable.
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, it is best to exclude that total 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 primarily based on every subscriber’s conduct.
Say, should you ship a gross sales e mail, you possibly can 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 totally different ranges of curiosity so it is smart to tailor your content material accordingly.
Mastering e mail segmentation and automatic workflows may take some time nevertheless it’s undoubtedly price it as a result of it could possibly make it easier to take your e mail advertising to the subsequent stage!
#6 Use the “Hook, Story, Provide” Copywriting Framework
Copywriting is what makes or breaks e mail advertising. However how will you write fascinating emails that your subscribers wish to learn?
We suggest utilizing the “Hook, Story, Provide” 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.
- Provide. 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 nicely for us!
Additionally, if you wish to be taught copywriting FAST, the easiest way 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 “methods to get wealthy”… however, should you 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 ability 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 searching for!
And the most effective factor is that this:
You may get a paperback copy of “Copywriting Secrets and techniques” for FREE – all Jim asks is that you simply cowl the delivery. So what are you ready for?
Seize your FREE copy, learn it, and begin placing Jim’s recommendation into observe!
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#7 Make Positive That You At all times 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 – folks need their insurance coverage suppliers to be critical, dependable, and predictable.
At all times preserve this in thoughts when writing copy, together with e mail copy. Positive, a wacko topic line may get extra folks 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 little thing it’s essential to construct a gross sales funnel to your insurance coverage enterprise:
- Gross sales funnel and touchdown web page templates.
- Visible editor that you need to use to customise these templates.
- E mail advertising performance that permits you to ship broadcast emails, arrange automated e mail sequences, and create e mail workflows with behavioral triggers.
What’s finest is that we’ve got a free trial which implies which you can try our software program with none danger.
So why not begin constructing your Worth Ladder gross sales funnel in the present day?
