“Open or mark as spam?” That’s the question your leads are asking themselves when they receive a sales email from you. You worked hard on that email. Obviously, you want them to open it to see what you’re offering. Assuming they do open it, the next question they’ll ask themselves is, “Is this email worth my time?” And if you pass those first two obstacles, the final question your lead will ask is, “Should I respond?”
There are 6 common mistakes insurance agents make when sending a sales email that might make a lead pass up on your offer or your email altogether. To write the perfect email that will help you generate more sales, make sure you avoid these mistakes!
Mistake #1: Using a Weak Subject Line
Getting the lead to open your email is the first obstacle you face. Since the first thing they’ll see is your subject line, you want to make sure it piques their interest. Keep it short and simple. To help you write enticing subject lines, we recommend using CoSchedule’s Email Subject Tester.
Mistake #2: Using a Weak Opening Line
So, you got the lead to open your email. Now you need to draw them in with an incredible opening statement. Here’s what you don’t want to write: “Hi, my name is…and I am writing because…” No. Boring. You’ve already lost your lead.
Instead, you want to jump right into the point of the email. Try asking a question.
“Did you know [insert industry statistic/fact]?”
Do you have unanswered questions about [topic]?
Or make a strong statement.
“I have an idea to address [insert pain point or problem].”
“I understand what it feels like to [insert emotion associated with the problem].”
Mistake #3: Spelling and Grammar Issues
Nothing says ‘unprofessional’ quite like an email with misspelled words and incorrect grammar. If you want your lead to have confidence in you as an insurance agent, show them that you took the time to craft a grammatically correct email. It shows your professionalism, your attention to detail, and your dedication.
We recommend using Grammarly on your correspondence to help check for misspelled words and incorrect grammar. They offer a Microsoft integration as well as a Google Chrome extension so you can use this tool wherever you’re doing your writing.
Mistake #4: Being Too Wordy
Writing too much is one of the most common mistakes insurance agents make when writing sales emails. Remember that your goal is not to overwhelm them with information; it’s simply to elicit a response. Every single sentence you use should drive home one main point of the email. If it doesn’t serve that purpose, cut it out of the email. Brevity is your friend here.
Mistake #5: Not Having a Clear Call to Action
Here’s how you shouldn’t end your email: “Let me know if you have any questions.” Nothing about that is persuasive. A good call to action will include strong and specific verbs (action words). They should speak directly to the user and should highlight a benefit. Instead of ‘contact me,” for example, you could be more specific about the benefit of contacting you. “Contact me today to find out how you can save money.”
Mistake #6: Not Having a Professional Email Signature
You’re a professional. So, make sure you look like one. When a lead gets to the bottom of your email, don’t let their impression of you get knocked down a notch by a lame email signature. Rather than just listing a block of text, take the time to create a visually appealing email signature block that has all your pertinent information like your logo, contact details, and website. It may not seem important at first, but a professional email signature is another tool for marketing yourself as a legitimate insurance agent. If you need help creating one, try using Hubspot’s Free Email Signature Generator.