A marketing strategy aims to attract the attention of potential consumers and guide their experience to - hopefully - result in conversions and sales. However, once you’ve converted a prospect, you immediately need to move towards marketing efforts that retain each client. Knowing how to write email campaigns that solidify, strengthen, and grow your existing client relationships and is an instrumental marketing tool.
Strengthening existing client relationships
The typical journey begins with an organic interest, demand, and need for your products and services. If your marketing is working, you will have a strong, relevant online presence that makes you visible once a prospect is interested. Visibility, relevance, and credibility will draw in prospects and convert them to clients. Now, your retention marketing strategy needs to ensure recurring sales and a profitable long-term relationship.
Write email campaigns personalized to existing clients
To write email campaigns, you need three things:
Intimate knowledge of your clients
Data and Analysis
A clear and personalized message
The more insight you have into an existing client, the more success you’ll have writing email campaigns. Assuring existing clients that you have their best interests in mind will be much easier and more believable if your communication feels personalized.
Using analytics to write email campaigns
Collect data on clients from basic information like their age, gender, and profession to the more abstract like life goals and aspirations, lifestyle, and personal interests. Utilize these insights to write email campaigns specifically targeted to connect with existing clients.
Once a campaign has gone out, be sure to gather data on how well it was received and how clients reacted to each campaign.
Plan, write and schedule email campaigns
Make email campaigns part of your overall marketing strategy. Keep the message clear and personalized, increasing the "open rate" and chances of client engagement. Finally, plan and schedule email campaigns, ensuring that the right message goes out at the right time to the right clients.
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