5 Practical Email Newsletter Tips for Better Deliverability and Readability

While content is king, creating an effective email newsletter is about more than just writing. To encourage your readers to open your emails, there are some technical best practices to consider that can help improve your results.

5 practical email newsletter tips for better deliverability and readability:

1. Keep it short. An email newsletter shouldn't contain the full article, especially if you include multiple articles in your newsletter. You want your readers to be able to easily scan the newsletter for articles that interest them. Provide them with easily absorbed fragments of information in the form of headlines and short article introductory paragraphs that link to the full article on your website.
2. Include a table of contents. A simple way to improve the scanability of your email newsletter is to place a table of contents at the top of the newsletter. The table of contents should include article titles and anchors linking to the articles' introductory paragraphs further down in the newsletter.
3. Provide your newsletter in HTML and plain text versions. While HTML is the version you'd prefer everyone to see because it's more visually attractive, not everyone will be able to view it because of firewalls and filters. If you don't have a plain text version of your newsletter, those who can't view HTML won't be able to see your newsletter at all.
4. Use a minimum of graphics. Emails with a large number of graphic images are often marked as spam and never reach the reader. Also, the majority of email clients turn off images by default so readers won't even see the graphics unless they turn them on. Keeping the pictures to a compelling few combined with your relevant content is best, as long as the email design isn't dependent on them.
5. Test test test. Email clients are not created equal. What looks great in one doesn't always look great in another. Send tests of your email to the major email clients - Outlook, Yahoo, Gmail and Hotmail - to review your email in the various settings and prevent any blunders.

A well-designed template combined with relevant, informational content can have a great impact on the deliverability and readership levels of your email newsletters. To learn more email marketing tips and tricks read the AgencyBuzz blog.

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7 Tips of Effective Email Marketing Campaigns

It takes time to follow up on individual prospects and give your customers the personal attention they want. But time is a limited resource in a busy insurance agency.

Email marketing is one of the most effective ways to consistently communicate with many prospects and customers at one time. When done well, it develops more meaningful, longer-lasting relationships and open, two-way communication so customers can share their pain points and you can demonstrate your expertise. Email marketing also increases the likelihood of future purchases and gathers information that can be used for improving customer service and retention.

Here are 7 tips you can use to create high quality, effective emails that will positively impact your agency growth.

1. Ask for emails. To drive subscription, you need to be asking for your customers’ email addresses at every touch point – on your website, over the phone, in your office, etc.
2. Be consistent. Emailing your customers on a regular basis will keep your agency at the top of their minds. Be careful not to overload them with constant messages. A good rule of thumb is no more often than once every 2-3 weeks. Less than that and it might be difficult for them to remember you. More than that and they might be tempted to hit the spam or unsubscribe button.
3. Relevant content. It doesn’t matter if they gave you their email address and you’re only sending messages every three weeks. If your subscribers don’t find your content interesting, they’re not going to read it. We recommend implementing a mix of insurance specific content with general interest articles, such as tips to reduce gas mileage while driving or to make easy home improvements.
4. Be yourself. People do business with people they like. Your customers already like you so don’t change your writing style because it’s an email. Keep the same style and tone as if the customer was sitting across from you in your office.
5. Segmentation. It’s easy to create a general newsletter that appeals to most customers. However, specific messages sent to specific groups can foster even deeper relationships and make more sales as segmented emails are more likely to be opened and acted upon. Producing different email messages for different groups may be more work, but it is worth the extra effort.
6. Track your results. You’ll never know which email messages are successful and which ones aren’t unless you’re tracking your results. Before you start an email marketing program, determine what your objectives are. They can be as straightforward (an open rate for driving brand awareness) or as complicated (tracking conversions and ROI) as you want. Just make sure to check your results against your objectives to determine your success.
7. Be CAN-SPAM compliant. CAN-SPAM is the law. Violating it can subject your agency to criminal penalties. You are required to include clear instructions for how subscribers can opt out of future email and unsubscribe readers promptly. Also, don’t steal email addresses and don’t be misleading.

Email is an incredibly cost-effective channel of communication for driving new sales and retaining current customers. Once you begin gathering emails, don’t wait to get started. Launch your insurance email marketing campaign as soon as possible.

Additional Resources

• Best Practices For Bulletproof E-Mail Delivery
• 31 content tips and ideas for your B2B email newsletter
• To learn more email marketing tips and tricks read the AgencyBuzz blog.

New Features for Insurance Website Builder

We've added new features to IWB.

Complete integration with our new product: AgencyBuzz

• You configure AgencyBuzz within IWB here: http://www.insurancewebsitebuilder.com/Admin/agencybuzz.aspx
• Whenever the site is configured with AgencyBuzz, any submissions will also be auto inserted into AgencyBuzz from the website. The user has the ability to configure whether they want the submissions entered for Quotes, Service Requests or Newsletters.
• Normal newsletter screen on IWB : http://www.sampleinsurancewebsite.com/newsletter.aspx
• Newsletter screen when integrated with AgencyBuzz : http://www.freedemowebsite.com/newsletter.aspx

QR Codes on the employee directory for easy downloads of Contact Information

• http://www.sampleinsurancewebsite.com/contact/Patricia_Morris.aspx

Blog Comments have been enabled and can be moderated

• http://www.sampleinsurancewebsite.com/blog/Basic_Blog_Post.aspx

IWB now has a mobile version that includes the following features at no cost to the agent and is available on all plans. (If you don’t have a mobile device then you can still view a sample of it here: http://www.sampleinsurancewebsite.com/m/)

• Automatic Mobile Device Detection
• Quote Forms
• Manage My Policy Forms
• Report a Claim Form (all forms are mobile friendly forms)
• Line of Business Pages
• About Us Page
• Locations
• Click to Map (using the built in mapping app of the device)
• Employees
• Click to Call
• Click to E-mail
• Click to Download vCard (not supported by iPhone)
• Contact Us Page
• Blog
• FAQs
• Important Links
• Important Files
• View Full Site
• Privacy Policy
• Integration with Submission Manager and AgencyBuzz
• Mobile Sitemap (the same as the Google Sitemap but designed for mobile)
• A VERY good looking interface

We hope you enjoy all your new features!

Contact us at 1-800-383-3482 for more information about these exciting new features.

How to Choose a Domain Name

Choosing a domain name is an important part of Search Engine Optimization. Not as important as having an optimized title, description and homepage content, but important nonetheless. An optimized domain name will help the search engines to find your website easier and therefore rank it higher. Here are some things to consider when choosing a domain name:

• The domain must include at least one keyword, e.g. insurance, coverage, quote, geo-target
• It should not be too long or hard to spell
• It must be brand-worthy. Does it roll off the tongue, is it easy to remember, can you tell your friends about it without having to repeat yourself or spell it out for them?
• Don't forget that using an older domain is more advantageous than buying a keyword-optimized new domain. Search engines like older domains.
• If you decide to go with your agency name as a domain, then you can still use keywords by customizing the web address.

Additional Resources

• How To Choose Domain Names For SEO
• 12 Rules for Choosing the Right Domain Name
• Choose the Right Domain Name
• AboutUsBotGoneBad - See what happens when Bots seemingly have a twisted sense of humor.

To Blog or Not to Blog

A blog, originally called a "web log", is a chronological online journal.  In a business setting, blogs are best used to provide valuable information to consumers on subjects relevant to the product being offered.  For instance, an auto insurance agent could use a blog to offer safety tips to drivers, what to do in the event of an accident, and so on.

By providing information that is directly relevant to your agency's services and products, you are providing keywords to search engines that potential customers search for when shopping for your services.  In addition, keeping fresh content on your website is one of the most effective ways to increase your page ranking with search engines.

How to Start a Blog
Blogs are another way to brand your agency.  Therefore, to receive the most benefit from a blog, it should be integrated within your website.  The blog should have the same domain name and the same look and feel as your current website.

There are several blog products available.  There are very elaborate blog software packages available, however, initially you may want to sign up for a free blog through a service such as Word Press or Google. While your abilities will be limited with a free blog service, they are a cost-effective way to get your feet wet.

Our Gold plan members that subscribe to our Insurance Website Builder package enjoy built-in blogging capabilities with enhanced features on their websites. 

What to Blog About?
The subjects available to an insurance agent are endless.  Take a moment and think about all of the questions you are asked on a daily basis.

• Is anyone covered to drive my vehicle?
• Do I have a grace period?
• What can I do to lower my premium?
• Replacement Cost vs Actual Cash Value
• Does Homeowner's Insurance Cover Flood?

You are answering these questions consistently.  Now all that is required is to sit down and write out those answers.

Advertise Your Blog
Let people know you have a blog.  Tell your customers, your companies, casual contacts, etc.  Advertising your blog can be as easy as including a link in your email signature, a note in letters sent to customers, or mentioning it in your on-hold message.  Also, using social media venues, such as Facebook and Twitter, to advertise your blog and blog posts is a very effective way to increase traffic to your website.

Initially creating a blog can appear to be an overwhelming and time consuming task, but it doesn't have to be.  Share the responsibility among your staff.  What better way is there to learn then to have to prepare to teach?  Assign each staff member a topic and give them time to research the topic.  There will be staff that are reluctant because they lack confidence in their writing abilities.  Writing is perfected with practice and blogging is the perfect opportunity to practice those skills.

Having an blog for your agency offers a list of benefits - increases your website traffic, develops loyalty and trust with customers and prospects, and expands your knowledge as you and your staff research topics.  The time you invest on your blog will offer great returns.

Additional Resources:

• How to optimize your blog 
• How Facebook boosts Rankings 
• Setting up Twitter on your Website
• Top Blogging Tips by the Best Bloggers

Customizable Page URLs for IWB customers

Introducing customizable page URLs for Extra pages especially for Insurance Website Builder customers. Now when you create an Extra page on your website you can add a descriptive web address, which is very advantageous for SEO. Here are the highlights:

1. This feature is only available for Extra pages
2. There are two fields to fill out, you must enter both fields in order for your page to be viewable.
3. You can enter your own words or choose the first field from a drop down menu.
4. You can use the handy View on Site Live link to view live web page, located beside the two fields.
5. You are only allowed certain characters in the fields: A-Z, a-z, 0-9, hyphens and underscores
6. The maximum number of characters per field is 50.
7. The extension ".aspx" is automatically added to the page

Here's what you need to remember to optimize for the search engines: 

1. Use insurance related keywords and geo-targets in the customized web addresses.
2. Make sure to separate keywords by either hyphens or underscores. This will make it easier for the search engines to read.   
3. Make sure you don't duplicate keywords. For example, this is not acceptable, http://www.agencyname.com/homeowners-insurance/home-insurance.aspx.
4. Don't go crazy on the number of keywords you can add, there should be a maximum of two words per field.
5. Make sure the web address makes sense to a visitor, that the two fields are somehow connected. For example http://www.agencyname.com/auto-insurance/sr22.aspx
6. Be careful not to duplicate existing pages URLs.

Additional Resources

• On-site optimization - learn how to optimize your homepage for search engines.

Link Your Facebook to Your Twitter

Social Networking is one of the best, and now easiest ways to reach potential clients and customers directly. Follow these easy step-by-step instructions on how to link your Facebook Page to your Twitter Feed so you can share everything you publish with everyone you know.

1. Go to http://www.facebook.com/twitter/
2. Login, then select the button reading "Link a Page to Twitter"
3. Your available pages should be listed with a button to the right that reads "Link to Twitter"
4. Select the button corresponding to the page you wish to link
5. You will be redirected to a Twitter page asking for your Twitter Username & Password
6. Enter your login information and select the button that reads "Allow"
7. You will be redirected back to Facebook and a list of Settings to Edit will be visible
8. You can choose to share any or all of the choices that include Status Updates, Photos, Video, Links, Notes, and Events.
9. Feel free to leave all the selections chosen
10. Select "Save Changes" and you are now connected!

You are now more connected to social networking and will easily generate twice as many postings.

Additional Resources

• Facebook Page Help
• Business Page Tips from Facebook
• How Facebook boosts Rankings
• Social Media and the Insurance Industry

How to Create a Facebook Business Page

Social networking in this day and age is essential to businesses. Here are step-by-step instructions on how to create a business page on the new Facebook.

1. Go to http://www.facebook.com/pages/create.php
2. Select Local Business and choose the type of local business. Insurance agencies can select Professional Service.
3. Enter the name of the Agency. It's best to enter the name of the Agency rather than a slogan or catchphrase, it makes it better for branding in the long run.
4. Review the Facebook Terms and check the box to agree.
5. Click Create Official Page
6. Select whether or not you have a personal Facebook page. It is more advantageous if you have a personal page, as Facebook allows a lot more capabilities for Page Administrators who have personal accounts.
7. If you do have a personal page, you will be asked to login.
8. If you do not have a personal page then type in your email address.
9. Enter your password.
10. Enter your date of birth.
11. Enter the Captcha form – to make sure you’re human.
12. Review the Facebook Terms of Use and Privacy Policy and check the box to agree.
13. Click Sign up Now!
14. Facebook asks that you confirm your email address. Login to your email and click on the link to complete registration.
15. Your page has been created!

Now that you have completed the basics, it’s time to customize your page. It’s crucial that you fill out as much information as you can to gain trust from your customers. Fill in the Basic and Detailed Info, as well as adding pictures to your profile. This can be a picture of yourself or your agents. A people picture is more favorable to a logo or storefront, as this builds trust with the potential customer and makes your agency more accessible and personable.  Be sure to add a succinct description in the box under the profile picture.

For Advanced Users
Add the Static FBML application. It stands for Facebook Markup Language which is Facebook’s version of HTML. Unfortunately you can only add the application if you have a personal page. Click on the link to Add to My Page. You will be able to add simple formatting like bold and italics, and you can also add anchor text.

And there you have it, a comprehensive guide to creating a Facebook page.

Additional Resources

• Facebook Page Help
• Business Page Tips from Facebook
• Give your Facebook Business Page a Username
• How Facebook boosts Rankings
• Set up Automatic Tweeting from your IWB website
• Link Facebook with Twitter 
• Comprehensive Facebook Page information
• Social Media and the Insurance Industry
• Getting started with Facebook for Your Business.

SEO: The Layered Strategy Approach?

Search Engine Optimization (SEO) is a very complex concept.  However, it is important to realize that in spite of this fact, it should be considered as being a very important aspect of an overall interactive marketing initiative. Why? Quite simply because your prospective clients trust the search engine service providers like Google, Yahoo, and Bing.

As a busy agent you may not be aware of the unprecedented paradigm shift that has been occurring in your industry. This paradigm shift is the ever growing transition of traditional marketing expenditures moved over to interactive marketing expenditures.

One dynamic of interactive marketing is SEO. A prudent surface level approach to SEO strategy needs to communicate the often complex dynamics in a way that provides clarity. One way to achieve this is by what I call the "Layered Approach".

So how does the Layered Approach work? Well the approach is broken down into logical dynamics that when put together are very easy to understand. Here is the approach:

Layer #1: Achieve maximum exposure. This means a goal of getting to the first page of the search engines. This is critical because if your listing is not on the first page you do not have the very best chance of being discovered. Research tells us that less than15% of searchers go past the 2nd page of results (source: Georgia Institute of Technology).  Therefore, getting to the 1st page is imperative.

Layer #2: Make your listing stand out. Now once you have achieved that coveted 1st page ranking, what is it about your snippet or listing that is likely to compel someone to click on yours instead of another listing? The answer lies in just exactly how well your title tag and meta tag has been designed. If your listing does not have a "call to action" and/or some sort of "hook", it is less likely to be chosen. Take time to really think about what it is that you bring to the table in terms of a unique value proposition in your market. Be sure to make it clear and concise. You only get a limited amount of space in this listing so make sure you are achieving the highest level of efficiency possible.

Layer #3: Provide an easy to acclimate environment. Now that your visitor has arrived, what is it that is going to make them stay a while and check out what you have to offer? This is difficult to control but there are some things you can do to raise your chances of keeping the visitor's attention and preventing a high bounce rate metric. Here are some questions to consider:

• Does your site offer a clear "call to action"?
• Is it professional?
• Is it easy to navigate?
• Does it provide "click efficiency"
• Does it effectively communicate your value proposition?
• Does it provide a logical navigation menu?
• Is the content practical and have the potential to satisfy your visitors "pain points"?
• How fast do your pages load?
• Does it provide dynamic up to date content?

The "Layered Approach" strategy enables you to be able to grasp the initiative in a way you can understand. If you are looking for just the right SEO marketing strategy for your agency, please feel free to call Mark Goldsberry for a FREE consultation at 1-800-383-3482 x-160.

Your Facebook Business Page Needs A Username

When first creating a Facebook Business Page, Facebook assigns a web address according to the city the business is located in the form www.facebook.com/pages/City-Name/Company-Name/999999999999. This is not ideal for a business trying to build a brand. There is, however, a fix. If your page has 25 or more fans (or likes), if you are the administrator of the page and you have a unique name in mind you can customize your Facebook Page web address. Bear in mind that you will not be able to change the username once you've chosen it, so make sure it is absolutely correct. Here's how to do it:

1. Log in to Facebook.
2. Go to http://www.facebook.com/username
3. Select Set a username for your Pages.
4. Facebook provides a drop-down menu of all the pages you administer. Select the appropriate page.
5. Type in the desired name. It should be the name of the company rather than your main kp, as keyword phrases can change but your company name will not. You will not be able to change the address once you've chosen it. Make sure it is spelled correctly.
6. Click Check Availability.
7. If available, do one last check of spelling and make doubly sure that this is the username you want. 
8. Click Confirm.

Your business page now has a customized web address.

Additional Resources:

• Read Facebook's Help Center if you are having issues with usernames.
• How to create a Facebook Business Page.
• Build your Presence on Facebook.
• How to Get the Most out of your Facebook page.
• Read how Facebook can Boost your Website's Rankings.
• Social Media and the Insurance Industry
• How to build fans on Facebook