Email Marketing: 5 Qualifications Email Marketing Providers Should Have

Email marketing is the process of sending out emails containing information about a certain product or service to current and potential customers. This can be sent as promotions, newsletters or advertisements. We now live in the information age. And more and more companies are seeking to promote their businesses online. Because of this, email marketing providers have begun to increase in number. Since this is a business their services have to be paid for.

Email marketing is one of the secrets to establish a strong online presence. Companies know this and that is why they are willing to pay for the promotion of their business. But how will you know which provider will give the best value for your money?

Here are five qualifications email marketing providers should have.

Affordable rates. Some provides charge a ridiculously high amount for their services; Services that you can get at a better price elsewhere. This is a form of robbery. So if you do not want to be robbed, do your homework. Ask around and do a little research to find out who the best email marketing providers are.

Choose online interface that is easy to operate. In email marketing, an online interface is used to create and send emails. This interface makes the whole process much simpler and easier to do. Online interfaces offer several templates, designs and email construction wizards. The main purpose of an online interface is to make sending out bulk emails hassle free for you.

Create email campaigns in a snap. A good email campaign is one of the secrets to online marketing success. Thus, a good provider should have the capacity to give you a lot of options for campaign creation. Each choice should be customizable. This is important because you would not want to send the same looking emails to your customers again and again, would you? Effort must be exerted to make each electronic mail seem different and new. Doing something as simple as this, could result in more sales for your business.

Focus. You need to focus on a specific target market. Trying to target the entire human population just will not do. Your results will be paltry at best. In email marketing, find a target market and focus your marketing efforts on that. A provider can aid you with targeting.

Tracking. Tracking down how many emails you sent, how many were actually opened and the number of clicks you got will help you determine the effectiveness of your campaign.

Insurance agency owners, principals and marketers should be taking advantage of preview text for all their email campaigns. If you are unfamiliar with preview text and its role with insurance email marketing campaigns, read on:

What is preview text?

It is the text snippet below (or next to) an email subject line in the email client inbox. It provides additional detail into the subject matter of the email and improves the look and feel of the delivered email, which translates into the overall professionalism of the message and campaign. Correct use of preview text prevents garbled or unrecognizable text under your email subject line.

Who uses it?

All major email clients now support this feature, including Outlook, Gmail and Apple Mail. Gmail refers to this as Snippets, Apple Mail calls it a preview, and in Outlook it’s a Message Preview.

What happens when you don’t use it correctly?

As show below, the preview text is pulling an image name as opposed to information that would be helpful to the reader, thus impacting campaign professionalism and expertise. Graphically rich emails, or emails that begin with an image often cause problems.


  • Incorrect Text Example: //img.rt2546?ca.98239841349230491=999
  • Proper Text Example: New Webinar Available on Industry Compliance

Insurance agency marketers should review each message, especially with graphically rich emails, to ensure their preview text is correct. Considering the challenge in getting your email delivered, getting past spam filters, and preventing bulk email labeling or Boolean poisoning issues with your message, it’s important to make sure all your email campaigns are using preview text properly. 

Additional tips

Here are a few additional tips to help you. It’s best to customize the preview text to compliment the subject line, as opposed to repeating the subject line. For example, let’s say your subject line is:


  • Webinar – Industry Compliance Rules, Regulations & Recent Changes

Don’t repeat the subject line. Compliment your subject line with different, relevant, and helpful detail. For example: 


  • Join us tomorrow for this important webinar

Also, insurance agency marketers should try to keep your text short and to the point. Though email client views can vary dramatically, try to keep your text between 35-40 characters. This should allow all or most of your recipients to read it in its entirety. Longer text will truncate, just as a long subject line can do when viewed by your prospects and clients. That said, for more complicated messages, you can use more characters, but try to make sure the essence of your message is contained within the first 40 characters. Your mantra should be short, succinct, and impactful.

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