Email Marketing FAQs and Answers for Agents and Advisors

Email marketing is one of the most effective ways agents and advisors can stay in front of prospects and clients. But it also raises a lot of questions. From compliance concerns to new technologies like artificial intelligence (AI), agents and advisors often wonder if it is worth the effort. Also, if it is worth the effort, how do they avoid mistakes?

Here are some frequently asked questions (FAQs) along with corresponding answers to help you gain proficiency in your email marketing efforts.

Text Messaging Versus Email Marketing

Question: Are text messages treated the same way as emails?

Answer: Not exactly. Emails rely on tracking pixels to record opens and clicks, while text messages work differently — they confirm delivery and can track links, but they don’t provide the same depth of reporting. Both are effective, but they serve different purposes.

When agents and advisors should use text versus emails:

• Texts act as a quick tap on the shoulder and work well for appointment reminders, confirmations or urgent updates
• Email is effective for educational purposes, storytelling and as a way to build long-term trust in clients

Question: Should I use both email and text marketing?

Answer: Absolutely. Using both channels can multiply your outreach. Text is immediate and concise (great for reminders and nudges). Email gives you room for visual elements, detailed explanations and nurture campaigns. When combined, the two create a more holistic client experience.

Email Strategy and Best Practices

Question: How can I stand out in a crowded email inbox?

Answer: Try these email tips:

1. Write compelling subject lines for increased open rates
   1. Keep them short and focused on the client’s needs
   2. Use numerals, phrase subject lines as questions and add urgency where appropriate
2. Personalize when possible by using the recipient’s name or referencing a specific situation familiar to the client for increased relevancy
3. Provide real value by sharing insights, tips or updates, as opposed to simply promoting your practice
4. Use a consistent voice to help position you as a trusted guide who simplifies complex insurance and financial topics
5. Test different send days and times to discover when your audience is most likely to engage
6. Break email text into short sections by using bullet points, and make sure it’s mobile-friendly for greater readability
7. Conduct A/B testing on your subject lines and content style to see what works best for engaging your audience

AI in Marketing

Question: Is using AI for email content considered professional?

Answer: Yes. AI can be a valuable tool. It can help brainstorm subject lines, outline content or even generate graphics. Don’t use AI as a replacement for your voice. Instead, use it to spark ideas, and don’t forget to polish so the message sounds like you.

Question: How do I get the most out of AI?

Answer: Start by practicing prompt writing, keeping in mind that specific requests get better results. Try multiple platforms to see which aligns best with your workflow. And always run AI-generated copy through your compliance filters. Remember, use AI as a tool for generating better content with less effort, but don’t use it as a replacement for your voice.

Here are three AI platforms that agents and advisors find useful for email marketing and content creation:

• ChatGPT – great for brainstorming subject lines, drafting client education emails and simplifying complex insurance or financial topics into client-friendly language
• Jasper – designed specifically for marketing and includes templates for email campaigns, ads and social posts that can save time and keep messaging consistent
• Grammarly – its AI features improve tone, clarity and professionalism, thus allowing your email messages to read well across different audiences

Comparing HubSpot, FMG Suite and AgentMethods

Question: Is HubSpot, FMG Suite or AgentMethods the most suitable for my needs when it comes to providing marketing solutions?

Answer: Each platform serves agents differently, review the following table to see which one is right for you.

Mobile Responsiveness and Design

Question: How important is it to ensure that your emails perform on different mobile devices?

Answer: As of the writing of this article, almost half of emails are opened on mobile devices. In other words, if your email isn’t optimized for mobile, then you’re already at a disadvantage. Most platforms automatically adjust for mobile viewing, but things like font size, button placement and image load times can make or break engagement. It’s important to always preview your content before sending.

Question: Are there tools to help you see how your content will be presented if viewed on various devices, i.e. Outlook, Gmail, iPhone, Android, etc.?

Answer: Yes. Tools like Litmus and Email on Acid let you see how your message looks on various devices and operating systems. Think of it as insurance for your email design.

Email Deliverability and Spam Prevention

Question: How can I keep my emails out of spam folders?

Answer: You can:

1. Avoid overusing the word “free”, all caps, exclamation points, and other words and formatting options that alert email filters to spam potential
2. Regularly remove inactive or invalid addresses to keep your contact list clean and maintain a strong sender reputation
3. Send consistent emails as opposed to doing irregular or sudden large email blasts because consistency builds trust
4. Aim for a healthy text-to-image ratio because emails with one big image and little text often get flagged
5. Keep track of open and click rates because low engagement signals to providers that your messages may not be wanted

Email Send Strategy and Campaign Management

Question: Is it better to send one large email blast or multiple smaller groups?

Answer: Sending smaller, segmented batches (referred to as “throttling”) almost always perform better. This strategy improves deliverability and allows you to tailor messages by audience. For example, retirees nearing 65 should probably receive different content than small-business owners shopping for group plans.

Segmenting your email list also opens the door for smarter follow-ups. For example, if one group clicks on a Medicare article, you can follow up with a targeted guide. That level of personalization is what turns emails into appointments.

Email Marketing in Conclusion

Email marketing isn’t just about sending messages, it’s about building trust. For independent agents and advisors, it’s one of the most cost-effective ways to nurture relationships and stay top of mind.

Are you ready to take your email game to the next level? Check out this post on essential email marketing practices.

Bonus Resource

Senior Market Sales^® (SMS) offers a complete library of compliant email templates (and other assets) that can be used in your marketing campaigns. This library is available at no cost to SMS-contracted agents. Reach out to a licensed SMS marketing consultant at 1.800.786.5566 for details.