How to Create Email Marketing

Desired Outcome

• Standardized Workflow: Clear procedure for list segmentation, template creation, and campaign execution across the organization.
• Strong Deliverability: Maintain high inbox placement by following strict list hygiene and technical setup standards.
• Measurable Engagement: Achieve consistent engagement benchmarks across all outbound campaigns:
  • Open Rate: 30%+
  • Click-Through Rate: 3%–7%+
  • Unsubscribe Rate: Under 0.5%

Unacceptable Actions

• DO NOT send mass blast emails to unsegmented or unverified lists.
• DO NOT omit standard compliance elements (active Unsubscribe link, physical postal address, and clear sender identity).
• DO NOT skip internal testing across desktop and mobile devices before activating a campaign.
• DO NOT manual-send emails that should be set up as automated trigger sequences (e.g., welcome emails, renewal notices).

2. Step-by-Step Process:

 1.Step 1: Get Your Contacts Ready: Clean your contacts first.

Before sending anything, sort your email list into basic groups:

• Prospects:  Establish the underlying infrastructure to ensure emails hit the inbox rather than the spam folder: 

• Current Clients:  Set up standard email authentication protocols (SPF, DKIM, and DMARC) on your sending domain. 

• Past Clients: People who left us in the last year or two.

Quick tip: Delete or archive any old, broken, or bounced email addresses so we don't look like spammers.

2.Step 2: Pick Your Email Type: Pick the right message for the job.

Choose the right game plan depending on what you're trying to achieve:

• Welcome Email:  Greet new clients immediately after onboarding; share app/portal download links and set expectations. 

• Cross-Sell Email:  Reach monoline accounts 

• Renewal Check-In: Sent 45 to 60 days before a policy expires to schedule a quick review call.

• Review Request: Sent right after a great client interaction asking for a quick 5-star Google review.

3.Step 3: Write & Format Your Email:Keep it short and friendly.

Keep your content simple so people actually read it:

• Subject Line: Keep it under 8 words (e.g., "Quick question about your Auto policy, [First Name]").

• Use Name Tags: Use tags like [First Name] so the email greets them personally.

• Keep it Clean: Use short paragraphs and simple text. Too many giant pictures can send your email straight to the spam folder.

• One Call to Action: Give them one clear thing to do (e.g., "Click here to pick a review time" or "Reply to this email").

4.Step 4: Send a Test Email First:Don't skip this!.

Always test your email before sending it to clients:

1. Send a test copy to your own inbox.

2. Open it on your phone AND your computer.

3. Make sure it actually says "Hi Sarah" instead of showing broken code like .

4. Click every link to make sure none of them lead to broken pages.

5.Step 5: Pick a Time or Set Up Automation:Set it and forget it.

Decide when the email goes out:

• One-Time Blast: Schedule these for Tuesday or Thursday mornings between 9:00 AM and 11:00 AM.

• Automated Emails: Set up rules in the system so the computer does the work (e.g., system sends a review email 2 days after a policy closes).

6.Step 6: Check the Numbers:See how you did.

 6.Step 6: Performance Audit & Refinement:Track metrics to optimize future performance.

Evaluate performance data 48 to 72 hours after campaign release: