Email, Strategy

Crafting an Email Marketing Strategy

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How to Craft the Perfect Email Marketing Strategy for Your Insurance Agency

Email marketing is a powerful way to reach clients and prospects, giving you a direct line to stay top-of-mind. With the right strategy, you can build loyalty, nurture leads, and drive conversions. Here’s everything you need to know to launch your own email marketing program.

1. Define Your Goals

Begin with a clear objective. What do you hope to accomplish? For insurance agencies, common goals include improving customer loyalty, generating leads, or educating clients on policy options. Having a goal helps you structure your content and measure your success.

2. Build a Targeted Email List

A well-curated list ensures you’re reaching an engaged audience. Start by collecting emails through website forms, social media, and landing pages with incentives like insurance guides, tips, or consultations. Make sure everyone who subscribes has a genuine interest to stay in compliance with CAN-SPAM regulations (more on that below).

3. Choose Your Email Marketing Software

Selecting a reliable email marketing platform simplifies the process of designing, scheduling, and tracking emails. Here are some popular options:

  • Mailchimp – Known for its ease of use and built-in automation tools, perfect for beginners.
  • Constant Contact – Offers excellent customer support, ideal for agencies new to email marketing.
  • HubSpot – A robust, all-in-one solution with CRM integration, best for larger, growing agencies.
  • ConvertKit – Great for simple list segmentation, often used by content creators and smaller agencies.

Most platforms offer analytics so you can monitor open rates, click-throughs, and conversions, helping you optimize as you go.

(For what it’s worth, we have worked extensively with Mailchimp and Hubspot and find them both to be great products.)

"Switching to a structured email marketing strategy has been a game-changer for our agency. We used to struggle with client engagement, but now we’re consistently reaching our audience with helpful content that actually adds value."
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Maggie T.
Commerical CSR

4. Craft Engaging Content Beyond Insurance

While educating readers on insurance trends is essential, variety keeps your emails engaging. Articles about “Home Safety Tips,” “Affordable Family Road Trips,” or “Common Myths About Life Insurance” add value without focusing solely on policies. HubSpot has a great article on crafting engaging email content that resonates with diverse audiences.

5. Follow CAN-SPAM Compliance

Email marketing must comply with regulations to avoid penalties. The CAN-SPAM Act requires transparency, giving recipients an easy way to opt out and avoiding misleading subject lines. Here are some CAN-SPAM essentials:

  • Clear identification – Don’t use deceptive headers or subject lines.
  • Unsubscribe option – Make it easy for readers to opt out.
  • Physical address – Include your valid postal address in every email.

Following these guidelines ensures your agency stays compliant and protects your brand reputation. For more on CAN-SPAM, check out this guide from the FTC.

6. Design Mobile-First Emails

With over half of emails opened on mobile devices, optimizing for mobile is essential. Here are some tips:

  • Single-column layout – Keep layouts simple for better readability on small screens.
  • Clear CTAs – Make call-to-action buttons prominent and easy to tap.
  • Concise subject lines – Aim for under 40 characters to display properly on mobile.
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Design your emails to be consumed on mobile first.

7. Choose the Best Days and Times to Send

Choosing the right time to send can significantly impact open rates. Research shows that Tuesdays, Wednesdays, and Thursdays are generally the best days, with mornings (10 a.m.) or early afternoons performing best. Experiment with your audience to find the ideal timing for your emails.

8. Maintain Consistency

Consistency is critical to building brand recognition. Determine a realistic schedule, like bi-weekly or monthly, and stick with it. Consistent messaging nurtures familiarity, but be careful not to overwhelm subscribers. Consider using automation tools to schedule key messages, like welcome emails and birthday wishes, so readers stay engaged without manual effort.

9. Measure and Adjust

Use your email platform’s analytics to monitor performance. Track open rates, click-through rates, and other metrics to understand which content resonates. Experiment with A/B testing for subject lines, content, and timing to refine your approach. This process of continuous improvement helps ensure your strategy is always evolving with your audience’s needs.

Final Thoughts

Creating a robust email marketing strategy involves setting clear goals, engaging readers with valuable content, and continuously improving your approach. With the right tools and a consistent, strategic effort, your email marketing can become one of the most effective channels for your agency.