Cold Emailing for Business- A Smart Practice or a Waste of Time?

Perhaps the idea of a cold email marketing campaign sends a chill down your spine.

It shouldn't. When done right, cold emailing can be an effective and lucrative avenue to reach your desired audience.

The key is to do it the right way. While sending emails to an audience that is not familiar with your agency won’t yield a 100 percent success rate, there are several ways to up your chances of forging a connection.  

Keep It Brief

One thing you already have in common with your audience is that you’re both busy.  Keeping that in mind and showing that you understand that their time is as valuable as yours, is a great way to start building rapport. Keeping the email short, sweet and to the point is absolutely vital.

You have only a second or two to clearly convey:

• Who you are (Name, Title)

• Where you are from (Agency Name)

• The purpose of the email

• The product or service you’re offering

• What the benefit to them is

and

• The action you want them to take with a clear path for them to take it.

Leave out personal details and unnecessary information. The idea is to focus more on the prospect and how you may be able to help solve their problem.  In other words, What’s in it for them?

Connecting to the customer's story can turn a cold audience into a warm, and more receptive, one.

Make Your Message Clear

While the prospect may have a general understanding of life insurance, they likely don’t understand all the details of all the different life insurance products available to them.  Without the help of an insurance professional like you, picking the right policy would be difficult and time consuming….

The idea is to let them know that buying life insurance from a local agency eliminates the guesswork, the headaches and generally makes the whole experience easy and pleasant.  They should get the feeling that you’ll work with them to find the right policy that fits their exact, unique situation with the right amount of coverage and is within their budget.  

Don't Take Silence Personally

The first cold email campaign probably won’t have a high response rate.  Typically, however, the more campaigns you send, the better the results become.  “The Rule of Seven” says that a consumer must typically see a marketing message 7 times before taking some sort of action. It’s  important to continue to consistently market to your original cold email list, being careful that it’s not so often that people become annoyed, but often enough that they don’t forget about you.

Cold Email Campaign Solutions

It’s been said that marketing is an art, rather than a science. Trial and error is often times your best approach, because every market is different.  Sometimes some professional guidance is all you need to start your own cold email campaign.

Give Your Kid A Million has email marketing solutions designed specifically for independent insurance agencies. For a limited time, we are offering your first email campaign* free of charge. To learn more about this special offer,contact us today.