4. Under investing in/mishandling e-mail marketing

E-mail is a terrific option for insurance agencies, if it is done properly. E-mail can kill several marketing birds with one stone, including lead generation, credibility building and relationship building. Specific problems to avoid, include:

Using purchased lists. This is never effective. Build a house list as relevant and up to date as possible. It will pay off in the long run, no matter how long it takes.
Starting and stopping. Consistency is the key to effective e-mail marketing. It can take subscribers months to catch on and engage.
Coming on too strong. Remember that skepticism! E-mails providing useful information put prospects and clients at ease, and generate meaningful inquiries in the end.
Coming on too weak. Selling is part of the equation. An e-mail providing subscribers with no way at all to interact or inquire is only doing half the job.
Not using an e-mail management platform. This is ineffective and amateurish. Many solid, reasonably priced online platforms are available to give emails a professional look, and make distribution and analysis easy.

Related: The power of 'why' for your insurance agency

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5 Internet marketing mistakes insurance agents make

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