Email is a standard form of communication not only for professionals but also for people coming out of the workforce. It’s possible that some of your prospects or clients may not have email, but more than likely seniors do use email for online purchases or social media.
Here are some email stats to consider:
- According to TOPO, prospects open less than 24% of sales emails. That means that for every 4 emails you send out, 3 will be deleted.
- Short, easy to read, and a call to action will get you higher response rates. The ideal length of an email is somewhere between 50-125 words. These emails had a response rate of over 50%. Another study found that emails with somewhere around 20 lines of text (or about 200 words) had the highest clickthrough rates. When it doubt, keep it short.
- Keep it simple. Emails written at a third-grade level performed 36% better in terms of open rates.
- Ask questions. Emails that asked a question had a 50% higher response rate than those that did not.
- Email for Follow-up. Since email is far more effective when you use it with people who know you, this makes it a great follow-up and retention tool.
- It’s been established that 47% of email recipients make the decision to open an email based on the subject line. So, what do you do to increase your chances of them opening your email?
Email Subject Line Ideas
While there are differences of opinion on the best subject lines, most experts agree that using the prospect’s name doesn’t work well anymore because people figure it’s marketing automation.
Personalized and direct: Use the words “You” or “Your” to personalize the message. Example: Your Medicare Coverage. You can also use questions, like “How’s Your Medicare Coverage?” or “Is Your Medicare Premium Too High?”
Don’t use these types of subject lines: “Just checking in with you” or “Reaching out” – that goes without saying.
The 8-word email method that has been proven in numerous sales and service industries looks something like this:
Do you still need help with (insert your Medicare coverage or whatever you are following up specifically about) … ?
Your Email Signature
Make sure you have an email signature that includes ways to contact you. Keep it simple. Include:
- Name Title Phone
- Website URL (or Facebook Page)
- Address (optional)
Voice Message Email
Some people respond better via email than by phone. If after the 3rd or 4th voicemail your client or prospect are not returning your calls, and you have their email address, you can send them a voicemail email.
All that is, is putting in the subject line “Voicemail” or “Voicemail Message” and then put in writing the message you left on their voicemail. Keep it short and sweet to make it easy for them to respond. If it’s too complex, people are less likely to move forward.
This also goes for cross-selling. Send simple, easy to answer questions to get the conversation going on about additional coverage your prospect or client needs.
If you are afraid of coming across as pushy or salesy, this may be helpful:
If you are a Medicare agent and have questions about Sales or Medicare, call Arnie Fulmer at 702-820-3133. Arnie Fulmer is a Senior Market Advisor and the principal owner of Fulmer Insurance Group, a Medicare Brokerage Agency located in Las Vegas and licensed in multiple states.
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