The importance of building and managing an email database

One thing we see insurance brokers missing out on is the power of email databases. There are a large number of companies that buy or rent email data but very few seem to build their own system.

Having an email database or several niche databases allow you to reach out to subscribers and:

  • Keep them up to date with your business
  • Offer them new products
  • Share new blog posts or site content
  • Send them an email newsletter

Having an email system allows you to convert traffic, free or paid, into subscribers that have opted in to join your mailing list.

There are low cost tools available such as mailchimp, or getresponse that are cloud based systems that allow you to set up an email form so users who land on your site can subscribe to your newsletter database automatically. And, if setup correctly, they will get an message back to say they have subscribed.

The system will then allow you to send out messages and if the subscribers doesn’t want to receive any more messages they can unsubscribe automatically. The system manages the database for you, so all you need to do is drive more subscribers and send out relevant, good quality, content.

Once we have our system in place, we need to create a reason for a subscriber to give you his email. This tends to be best if it is something of a perceived value to the type of customer you are looking to engage with. For example:

  • A property insurance broker could offer some downloadable checklists or a beginners guide to property
  • A general broker could offer a money saving tips guide

These can be simple branded word documents or PDFs that users can sign up to and then in the auto responder message back, you can attach a link or even attach the document to it. In this way, again it is a hands-off system.

There are a large number of ways to attract email signups. Here are some articles we have written in the past on this topic.

https://www.insurance-marketing.co.uk/marketing/how-to-build-mobile-friendly-email-templates-and-why-you-need-to/

https://www.insurance-marketing.co.uk/marketing/why-and-how-local-brokers-should-build-an-email-list/

If you need help in setting up a system for your website, please feel free to get in touch. We can build you something completely hands free from the signup offer, software to manage the email capture, and delivery of a monthly email.

About the Author Jason Hulott

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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