In the October 15, 2015, Masters of Marketing webinar, AgencyBuzz Coordinator Heather Galloway discussed the fundamentals of creating marketing emails for your insurance agency that your readers will actually read.

1. Masters of Marketing
How to Create Awesome Emails That Won’t Get Deleted
Heather Galloway
AgencyBuzz Coordinator

2. Welcome to Masters of Marketing!
We will begin the webinar promptly at 12:00pm, CST.
• Today we'll be talking about Writing Awesome Emails (That Won’t Get Deleted).
• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg
• If you have questions during the webinar, please use the chat window and I will answer all questions at the
end.
• Join us next time (11/21 at 12pm, CST). One of our SEO Coordinators, Dylan Brooks, will cover: Combining
Paid Search and SEO in Your Agency Marketing Strategy
Thanks for joining us today.
Heather Galloway
800-383-3482 x 182
hgalloway@getitc.com

3. 5 Key Components of Awesome
Emails
• Audience – Figure Out Who They Are
• Subject Line – Get Them Hooked
• Design – Make Them Want to Read
• Copy – Make it Worth Their While
• Call to Action – Give Them Something to Do

4. Audience – Who Do You Want to
Reach?
• Contact Segmentation – Targeted groups of people are
more receptive to relevant content
• Where is your audience at in the business cycle?
(Prospect, Customer, Renewal, Lost)
• What product/service are you trying
to sell?
• Who would benefit from it
most?

5. Audience – Who Do You Want to
Reach?
• EX: College Renters Insurance
• Product/Service: Renters Insurance for College Students
• LOB: Renters Insurance
Age of Buyer: 17-23
Location in Sales Cycle: Prospect
• Email Campaign: Renters Prospect Drip
• EX: Long Term Care/Disability
• Product/Service: Long Term Care/Disability Insurance
• LOB: Long Term Care
Age of Buyer: 55+
Location in Sales Cycle: Prospect
• Email Campaign: Long Term Prospect Drip

6. Audience – Who Do You Want to
Reach?
• EX: Refer-a-Friend Campaign
• Product/Service: Referral Campaign
• LOB: All Lines
Location in Sales Cycle: Customer, Renewal
• Email Campaign: Refer-a-Friend
• EX: Social Media Followers
• Product/Service: Social Media Solicitation
• LOB: All Lines
Location in Sales Cycle: All
• Email Campaign: Social Media Drip

7. Subject Line – Make Them Open It
• First Impressions Are Important
• Short: Under 50 Characters
• Descriptive: Insight into Email’s Purpose
• Clear: Legible; Avoid CAPS
• Personalize: Reach Out to Your Audience; Use Contacts’
Names
• Tone is Everything
• Make Your Audience Pick YOUR Email to Read

8. Subject Line – Make Them Open It
• "Best of Groupon: The Deals That
Make Us Proud (Unlike Our
Nephew, Steve)“
• “How’d You Get So Weird?”
• “Mondays are Suddenly Awesome!”
• “Happy Birthday, (Contact Name) -
Surprise Inside!”
• “The Walking Debt – Bite Back”

9. Subject Line – Make Them Open It
• EX: College Renters Insurance
• “About Your New iPad…”
• “7 Things to Protect From Your Potluck Roommate”
• EX: Long Term Care/Disability
• “Protect What Matters Most”
• EX: Refer-a-Friend Campaign
• “Refer a Friend and Win!”
• “Sharing is Caring”
• EX: Social Media Campaign
• “Follow Us; We Follow Back!”

10. Design – Make Them Want to Read
• Use Legible Fonts: Make sure that
your font choice shows up across
all platforms, domains, clients,
and devices.
• Arial, Courier New, Georgia, Times
New Roman, MS Sans Serif
• Consider White Space: Declutters
Content & is Mobile-Friendly
• Designs that Mimic Your Website
Are Comforting & Familiar

11. Design – Make Them Want to Read

12. Design – Make Them Want to Read

13. Copy – Make It Worth Their While
• Keep it Short & Sweet
• Provide Visual Appeal
• Avoid Spam Triggers
• Centralize Your Content
• Link to External Content
• Compelling Content Won’t Get
Deleted
• PROOFREAD YOUR COPY!

14. Copy – Make It Worth Their While
• Say What You Want in the First Sentence Paragraph
• REMEMBER YOUR AUDIENCE and Cater Accordingly
• Maintain a Good Balance Between Sales & Information
• Newsletter TIP: 90% Educational, 10% Promotional
• Establish Brand Identity and Credibility
• Sound Like a Real Person
• Content Should Be Easily Scanable
• Examples:
• Industry News, Educational Material, etc.

15. Copy – Make It Worth Their While

16. Call to Action – Give Them Something to
Do
• Content Should Be Actionable
• Persuade Your Readers to Take Action
AND Share the Message With Others
• Use Contrasting Colors that Coordinate
• Location is Key
• Readers Want to Be Told What to Do

17. Call to Action – Give Them Something
to Do

18. Call to Action – Give Them Something
to Do

19. Let’s Put it All Together…

20. Interesting Subject Line
Branded Design
Personalized Message
Compelling Content

21. Clear & Concise Subject Line
Branded Design
Initial Copy is Clear & Direct
Clear CTA
Secondary CTA

22. Immediate Message
Immediate Sub-CTA
Clear & Concise Subject Line
Informal Copy
Obvious CTA

23. Last-Minute Tips & Tricks
• Segment-Out Your Audience
• Choose a Great Subject Line
• Think About Your Design
• Create Compelling Copy
• Generate Clear CTAs
• Proofread & Test Send ALL Emails
• Concision is KEY! Keep it Simple!
• Always, Always, Always Review Your Email Stats

24. Thank You for Joining Us!
• We will be posting the link to today’s recording on our blog:
http://www.getitc.com/blog/marketing/
• Join us next time (11/21 at 12pm, CST). One of our SEO
Coordinators, Dylan Brooks, will cover: Combining Paid
Search and SEO in Your Agency Marketing Strategy
Heather Galloway
800-383-3482 x 182
hgalloway@getitc.com