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E-mail advertising might be extraordinarily efficient when finished 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 it’s worthwhile to be extraordinarily cautious in regards to the claims you make, in any other case, you will get into severe authorized bother.
We advocate 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
E-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 common gross sales funnel fashions on the market. So which one do you have to use in your insurance coverage enterprise?
We imagine that the simplest option 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 change for his or her electronic mail handle.
- Frontend. You supply the potential buyer your least costly and least worthwhile services or products.
- Center. You supply the client a costlier and worthwhile services or products.
- Backend. You supply the client your costliest and most beneficial services or products.
Ideally, you additionally supply 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 gives so as to maximize your income.
The explanation why this gross sales funnel works so properly 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 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 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 change for his or her electronic mail addresses.
It may be something that they’ll both obtain to their machine or entry on-line:
- A report.
- An book.
- A video course.
- An electronic mail course.
- A webinar.
…and so on.
What issues is that:
- Your lead magnet gives 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 will’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.
You’re the insurance coverage knowledgeable so you have got 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 likely to work properly in industries like that.
Nevertheless, it’s necessary 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 strategy this with the potential buyer’s greatest pursuits in thoughts.
Give all of them the knowledge that they should make the appropriate 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 could be a greater match for them.
Nevertheless, when you present that info, 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, if you happen to supply totally different sorts of insurance coverage, you would possibly wish to create separate lead era funnels for all of them in order that the lead magnet and the subsequently paid supply could be as related to potential prospects as attainable.
#3 Create a 6-E-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 handle:
- 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.
Take into account that this may appear apparent to you however individuals who aren’t acquainted with the insurance coverage trade could also be considerably confused as to what the companies that you simply present contain.
- E-mail #4: How Did You Acquire This Experience? Clarify what makes you and your workers certified to offer these insurance coverage companies.
In case you have a small workforce, you would possibly wish to introduce the individuals in your workforce and point out their credentials, accomplishments, expertise, and so on.
In case you have 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 equivalent to its largest purchasers, media mentions, awards, and so on.
- 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 are going to speak extra about case research within the subsequent part however for now, we simply wish to emphasize how necessary it’s to have at the very least one case research you can current to potential prospects.In the event you don’t have any case research but, you must spend money on producing them.
- E-mail #6: How Can You Do It For Me? There are two approaches that you should use right here.
You possibly can both pitch your frontend supply or present a fast rundown of your complete Worth Ladder in order that the potential subscriber might choose and select from a “buffet” of gives.
The optimum resolution right here will rely on how your Worth Ladder gross sales funnel is structured.
The extra complicated the Worth Ladder, the extra it is sensible to go along with the “buffet” strategy until you might be utilizing a number of lead era funnels with totally different frontend gives.
Be aware that emails 1-5 ought to 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 electronic mail!
Additionally, we advocate the messaging frequency of 1 electronic mail per day, so the complete 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 at any time when persons are not sure of what to do, they take a look at what others do so as to decide the most effective 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’ll search indications that different individuals like them belief you.
You must use this to your benefit by offering the social proof that your potential prospects need.
In relation to electronic mail advertising, one of the best ways to do this is by establishing an automatic electronic mail sequence the place you ship your subscribers one case research per thirty days.
These case research ought to describe how your insurance coverage companies helped your purchasers shield themselves, their property, or their companies in case of an sudden unlucky occasion.
Your purpose ought to be to offer free worth whereas constructing belief with social proof – you need your electronic mail subscribers to really feel like they’ve discovered one thing from every case research.
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 will discover freelance writers on common job boards equivalent to ProBlogger Jobs, Finest 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 possibly can’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 can show you how to construct belief!
#5 Use E-mail Segmentation to Make Your Emails As Related As Doable
E-mail segmentation is an electronic mail advertising performance that permits you to create electronic mail subscriber segments primarily based on their demographic traits, habits, and buy historical past.
We advocate 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, you must exclude that complete subscriber phase from emails associated to that services or products.
You can even create automated electronic mail workflows with behavioral triggers to tailor your electronic mail content material primarily based on every subscriber’s habits.
Say, if you happen to ship a gross sales electronic mail, you possibly can 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 via to the gross sales web page.
- Opened the e-mail, and clicked via 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 would possibly take some time but it surely’s undoubtedly price it as a result of it will possibly show you how to take your electronic mail advertising to the subsequent degree!
#6 Use the “Hook, Story, Provide” Copywriting Framework
Copywriting is what makes or breaks electronic mail advertising. However how will you write charming emails that your subscribers wish to learn?
We advocate utilizing the “Hook, Story, Provide” copywriting framework:
- Hook. Seize the subscriber’s consideration with a compelling topic line.
- Story. Inform them a charming story that resonates with them on an emotional degree.
- Provide. 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 best ways to do this is to learn Jim Edward’s e-book “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 e-book about “the way to get wealthy”… however, if you happen to 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 e-book 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!
In the event you’ve ever been pissed off by lack of gross sales, lack of clicks, or lack of subscribers… That is the e-book 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!
Get “Copywriting Secrets and techniques” for FREE!
#7 Make Positive That You All the time Keep On Model!
Your model messaging should stay constant all through the complete buyer journey from advertisements to touchdown pages to steer magnets to emails to gross sales pages.
That is particularly necessary in industries like insurance coverage – individuals need their insurance coverage suppliers to be severe, dependable, and predictable.
All the time preserve this in thoughts when writing copy, together with electronic mail copy. Positive, a wacko topic line would possibly get extra individuals to open the e-mail, however how will it have an effect on your model picture?
Staying on model is extraordinarily necessary!
Construct A Gross sales Funnel For Your Insurance coverage Enterprise with ClickFunnels 2.0!
ClickFunnels 2.0 has every thing it’s worthwhile to construct a gross sales funnel in your insurance coverage enterprise:
- Gross sales funnel and touchdown web page templates.
- Visible editor that you should use to customise these templates.
- E-mail advertising performance that permits you to ship broadcast emails, arrange automated electronic mail sequences, and create electronic mail workflows with behavioral triggers.
What’s greatest is that we’ve a free trial which suggests you can take a look at our software program with none threat.
So why not begin constructing your Worth Ladder gross sales funnel at present?
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