Insurance Email Marketing Deliverability, January – October 2012 [CHART]
Email is said to have one of the highest ROIs of the various digital marketing channels available to marketers. Yet research shows that marketers should tread carefully: email overload has a negative effect on consumers, cited as their top reason for unsubscribing from a list. In a market as leads-driven as insurance, getting email frequency right is especially important. Data provided by Eloqua for a new MarketingCharts report on personal lines insurance marketing provides benchmark email metrics and identifies trends over the course of this year. The data suggests that insurers might be sending too many emails.
Email providers rarely segment their data to the specific level of the insurance category, instead sticking with “finance” or “financial services.” The data provided by Eloqua is specifically related to large insurers with a personal lines element to their businesses. Though the sample size is relatively small, these figures are intended to give a ballpark idea of what some insurers are seeing, along with emerging trends from this year. Read the rest at MarketingCharts.