Takeaways
- Use personalized subject lines, ‘From’ lines, and CTAs to improve open rates and click-throughs.
- Segment and refresh your email lists to maintain relevance and engagement.
- Optimize formatting, including white space and mobile-friendly design, for better readability and results.
Email marketing remains a cornerstone for everyone across our industry, offering an incredible ROI of $36 for every $1[i] spent. But to maintain this effectiveness in a saturated marketing channel, it’s essential to adapt to shifting consumer behaviors and preferences.
Did you know nearly 50% of recipients[ii] open emails based solely on the subject line? Even more telling: 70% will report[iii] an email as spam simply due to poor phrasing. If you want your emails to remain competitive and maximize their results, now is the time to refine your approach with these seven actionable strategies.
7 strategies for effective email marketing
1 Craft irresistible subject linesSubject lines are the gateway to engagement. Using urgency-driven phrases like “Act Now” or “Limited-Time Opportunity” can boost open rates significantly. Avoid spam triggers (or non-compliant terms) like “free” or overuse of punctuation to ensure deliverability.
- Data insight: Personalizing subject lines with the recipient’s name or relevant details increases open rates by 22%.[iv]
Your ‘From’ line sets the tone for your email. Consider using variations like your brand name, a specific team member’s name, or a hybrid like “Sarah at Your Digital Lab” to establish a more personal connection with the recipient.
- Pro tip: Test different ‘From’ lines to see which resonates most with your audience. Use your brand name for general outreach and personal names for high-touch communications.
A strong, focused CTA is key to driving conversions. Replace generic CTAs like “Click Here” with phrases tailored to your audience’s needs. For example, “Discover Coverage Strategies Today” or “Download Your Medicare Insights.”
- Pro tip: Keep CTAs clear and singular to guide your audience toward action effectively.
Relevance is can be make-or-break for your email marketing. Segmenting your lists by age, coverage needs, or past interactions ensures your content resonates. Clean your email list annually to remove inactive recipients and maintain high deliverability rates.
- Data insight: Segmented campaigns generate 14% higher open rates and 101% more[v] clicks than non-segmented ones.
Consumers value content that’s helpful and easy to digest. Structure your emails for maximum impact by following the 60/40 Rule, which dictates that emails should consist of at least 60% text and no more than 40%[vi] images. Format your content clearly with bold headers, bullet points, and short paragraphs.
- Pro tip: Your content should be tailored to your audience. Include actionable insights, seasonal strategies, and relevant guidance.
White space improves readability and ensures key elements like CTAs stand out. Add at least 40-pixel padding around CTAs to make them stand out. Test emails on both mobile and desktop to ensure they’re visually appealing on all devices.
- Data insight: Over 80% of consumers[vii] check emails on their phones, so mobile optimization is crucial.
Keeping track of analytics can offer a roadmap for email improvement. Monitor your open rates, click-through rates, and CTA performance to refine future campaigns. Track which CTAs perform better based on placement (e.g., above or below the fold).
- Data insight: The average email open rate is 21-29%, and click-through rates hover between 2-5%.[viii]
Transform your emails, transform your business
Every email you send is an opportunity to connect with consumers and demonstrate your commitment to helping guide them toward useful insurance or wealth solutions. Small improvements today can lead to significant results tomorrow, and every message matters.
Focusing on personalization, segmentation, and mobile optimization will strengthen your client relationships and boost engagement in 2025 and beyond.
[i] https://www.litmus.com/blog/infographic-the-roi-of-email-marketing
[ii] https://blog.hubspot.com/marketing/email-marketing-stats
[iii] https://www.litmus.com/blog/infographic-the-roi-of-email-marketing
[iv] https://www.cognism.com/blog/email-marketing-statistics
[v] https://www.cognism.com/blog/email-marketing-statistics
[vi] https://www.mailgenius.com/image-to-text-ratio-email/
[vii] https://www.litmus.com/blog/infographic-the-roi-of-email-marketing
[viii] https://www.cognism.com/blog/email-marketing-statistics
As seen on A&A: https://agentandadvisor.com/jbarker/7-ways-to-elevate-your-email-marketing-strategy/