Top tips to improve insurance company email delivery

Businesses of all types can benefit from a well-managed email marketing initiative. Today, however, they need to take extra precautions to ensure they maintain a high-quality sender reputation to optimize delivery and improve conversions. Check out these top tips and make sure your organization follows them all:

Ping test emails

Always run a ping test on your emails prior to your first campaign, especially if it’s an older list, scholarship list, or prospect list. And once the ping is tested, never use failed ping tested emails.

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Monitor your auto-replies and no longer remove and stop immediately after each campaign. These email responses should be carefully reviewed as the auto reply may come from a different source than the actual email to be deleted.

Consistency and frequency

The consistency and frequency of your email campaigns is important for maintaining a positive sender reputation. ISPs attempt to create and evaluate email marketing history for your domain. The more consistent you are and the more reasonable you are with your frequency, the more likely you are to build a solid reputation as a sender. That assumes you follow the other tips listed here.

Prevent/reduce complaints

Many complaints will cause a lot of problems for your sender’s reputation and domain. The best way to avoid complaints is to limit campaign frequency (every two weeks is a good rule of thumb for most general campaigns), honor opt-outs immediately, focus on quality content and collateral, and “sales pitches” ‘ to limit.

Avoid spam traps (Honeypots)

Spamtraps, also known as honeypots, are email addresses specifically created to catch email from marketers who don’t adhere to email best practices. The traps target marketers who scrape email addresses from the web or simply destroy emails using poor quality lists. Sufficient “catches” by spam traps can result in low deliverability or even blacklisting of domains.

Use relevant, educational content

“Buy my stuff and save money now”! If your content is salesy, spammy, and irrelevant, it will negatively impact your sender reputation, and it will soon. Try to make your content relevant and educational. Changing regulations, industry innovation, important news of the day and educational webinars are better received than an invitation to buy your products or services.

Email marketing is both an art and a science, becoming increasingly complex and nuanced. It can be a great lead generator if used properly, or a waste of time and money if used with an email “blast” mindset. Insurance agents who do not have the time or resources to carry out these types of initiatives can outsource their campaigns to a skilled insurance agent marketing agency.