Build an expressed-permission list 

We have talked to some agents who are using business cards they have received at business meetings or from customers or from suppliers as sources for adding e-mail addresses to their databases. 

Not a good idea. In fact, it could be risky.  The odds are high that the people you automatically add after collecting their business cards will report your e-mails as spam. 

Collecting customer e-mail addresses 

Produce literature or a card that explains the CUSTOMER benefits of providing permission for e-mail contacts. Make sure everyone you ask receives a copy. 

. Ask for permission from all new customers.  

. Ask permission to stay in touch from all prospects who receive proposals or quotes but do not buy initially. 

. Include an e-mail permission request insert or brief article in every issue of your agency newsletter. . Include an e-mail permission request insert in all renewal mailings. 

What about prospects who ask for an e-mail response? 

This is the best way to build a permission-based e-mail prospect list. Strategies to attract e-mails include: 

. Visitors to your Web site who forward a “contact me” note and provide e-mail address. Collect these addresses and add to your E-Mail Prospect List. 

. Repliers to print/electronic advertisements and direct mail who provide e-mail addresses. 

. Prospects who ask for quotes as the result of your purchasing online leads from a commercial resource.  We recommend that you have an agency business process to cultivate leads that do not turn into sales initially.   

. People whose permission you get when you receive their business card. IMPORTANT: Be sure to send a “thank you” e-mail note the next day or same day to confirm permission. 

Purchasing opt-in e-mail lists 

There are commercial suppliers of opt-in e-mail lists. They are relatively expensive (3 to 4 times the cost of standard mail lists).   

Be sure to verify insurance response experience and rates with the supplier. Our indication is that response rates and conversion rates for the insurance category tends to be low. 

Opt-out option 

Make sure your e-mail messages have opt-out links. And make sure these links are prominently displayed, not buried or in fly-point font size.   

Good idea: Follow up opt-out notices with an e-mail that indicates that you are deleting the address as requested.  Also, consider getting feedback about why the recipient wants to opt-out, i.e.”information not useful,” “frequency of e-mails too high,” “change in situation,” et al.    

Coming:  Creative ways to promote e-mail opt-in and contacts