Are you tired of getting the electronic cold shoulder? Follow these seven easy-to-implement email follow-up tricks to pick up your conversions and open rates!
Not every sale happens on the phone. That’s why it’s important to send an email follow-up as soon as you can. As well, some clients prefer email, as that gives them a chance to process the information you give them. Of course, the secret here is that they have to open your email and respond.
Here are some solutions that will help you achieve higher open and response rates. A lot of it comes down to learning as much as you can about the person while you’re on the phone, so that you can craft better email follow-ups.
Learn how the right email follow-up can close the deal
Tip 1: Pick up where you left off
Let’s face it. Not many customers or clients enjoy the feeling of being just customers and clients. Your clients want to experience being genuinely valued.
There are several ways you can do this. One easy way is to show them that you kept tabs on the conversation you just had over the phone.
Doing this shows the recipient that you’re interested in more than the conversion — you care about your interaction with them.
- Reiterate what you talked about in your call or last email (this gives the client a chance to back-read).
- Be clear that you’re open to answering any follow-up questions.
Tip 2: Place the pain point in your subject line
A pain point is any problem your clients might have. In the insurance game, pain points can be:
- Unforeseen additions to premiums
- Limited coverage
- Huge gap in time between the claim and the payout
- Unclear feedback from the insurer
- Different rules for coverage for each beneficiary
For your average policyholder or prospects, these are problems. For you as an insurance sales professional pitching a policy by email, these are opportunities.
By leading off with any of the above, you avoid the mistake of not listening to your client’s needs. It also demonstrates that you’ve got something to offer as a solution.
The latter brings us conveniently to the next tip.
Tip 3: Pain point + solution
Once you’ve got your pain point down, you can add to your value proposition. The value proposition needs to be a solution to the pain point you have in your subject line. It can be in the subject line. It can be in the email follow-up content. It’s up to you.
Here’s an example:
Subject: Not sure why your claim was denied? Allow us to explain!
Every day, policy owners like you get denied claims for vaguely stated reasons. Here are some of the most common and what they mean!
This genuine show of concern also helps your prospect feel like you care about their concerns.
Tip 4: A survey for your email follow-up recipient (and only the recipient)
At the very least, you want to make the recipient feel like they’re the only ones receiving the email survey. This tactic goes right back to the importance of displaying understanding or a willingness to understand your client.
This technique is easy to pull off. Send your survey, address your recipient by name, wait, and follow up in the email.
Tip 5: Check-in
Don’t let things end after a sale. In the insurance game, maintaining a relationship with your client is as important as building it.
Even after a conversion, it pays to keep in touch. By checking in with your client from time to time, you’ll communicate how important their satisfaction is to you. Who wouldn’t want that?!
Not sure what to say when touching base? Here are a few quick and sustainable points of conversation:
- Ask about questions the client might have
- Ask for feedback about possible areas for improvement
- Offer additional info related to the insurance policy just purchased
This may seem a bit old school, but following up and doing it promptly is a tried and tested way to nurture your relationship with clients.
Tip 6: Offer a discount
Everyone enjoys a bargain. Taking advantage of this information, you can offer a discount. To ensure the desired effect, you’ll want to place the discount offer in your subject line.
You can lead off with something that looks like this:
Subject: We’re giving you a [-insert discount percentage-] discount on our new [-insert service-]!
A subject line that pitches with a discount is sure to get an email opened. Try it!
Tip 7: Create a newsletter
Conversions don’t always occur right after your initial call or an email follow-up. In an industry like insurance, you’ll have to build trust and authority. What better way to do this than with a periodic newsletter?
Your regular email newsletter can contain anything from videos to news updates in line with the service you offer. The beauty of a newsletter is that you can establish yourself in customers’ minds without being perceived as pushy.
Email follow-up — it’s all about knowing your client
Always give your client options to get in touch. Tell them that you’re open to another conversation via other channels once you get off the phone.
The insurance industry is built on understanding what clients need. By using these seven simple tips, you’ll be getting more responses from clients — and as a result, conversions!
Perfecting your sales prospecting techniques takes time and energy. Give yourself some extra time by contacting the insurance and sales experts at HBW Leads. Their team will deliver double-verified leads just for you and your agency.