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Agent to Agent: 3 Ways to Optimize Your e-Newsletter

At Progressive, we send around 25 million emails each month to our customers...
October 29, 2014

At Progressive, we send around 25 million emails each month to our customers. That's a lot of content. To get the most from each touch, we use a variety of methods to test and improve what we send over time to ensure we're reaching customers when and how they prefer with content that's clear and useful. Some of what we've learned along the way can help you with your own communications, particularly your agency newsletter. As you know well, content creation takes time, and all content isn't created (or consumed) equally. Understanding up front not only what your clients want to read, but when to reach them and how to quickly capture their interest can be the difference between a newsletter that effectively engages your customers and one that's deleted before it's ever opened.

Here are a few tactics that have consistently worked for increasing our customer newsletter opens and clicks. Try them in your own agency newsletters to learn what works best with your readers.

Read the rest of this article by Jennifer Davis here: 3 Ways to Optimize Your e-Newsletter.


Like this article? Want more like it? This article originally appeared in the 2014 PIA Agency Marketing Guide. PIA members can read all of the marketing tips in this year's Agency Marketing Guide on PIA National's website:

PIA National wishes to thank the sponsors of the 2014 PIA Agency Marketing Guide: Allied Insurance/Harleysville Insurance, EZLynx, ITC and Rough Notes.

PIA's Agency Marketing Guide is published as part of the PIA Branding Program, PIA's agency marketing program ( Funding for the PIA Branding Program is provided in part by PIA's Pinnacle Partners: Encompass Insurance, Erie Insurance, Harleysville Insurance, Progressive Insurance, State Auto Group, The Hartford, The Motorists Insurance Group, and Wright Flood.

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