In this Power Producers Podcast episode, David Carothers dives into the world of email marketing with Jay Schwedelson, founder of SubjectLine. The discussion focuses on how to refine your email marketing strategy, specifically the art of creating subject lines that boost open rates and increase engagement.
David and Jay explore practical tips and insights on how to optimize your email outreach, avoid common mistakes, and ultimately build a more effective email marketing campaign.
David and Jay kick things off by discussing why many businesses struggle with email marketing, especially when it comes to automated cold outreach. Jay emphasizes the importance of shifting the mindset from “selling” to “providing value” in email marketing.
Jay shares insights on the often-overlooked power of subject lines. He explains that small tweaks, like starting with a number, capitalizing words, or using brackets, can significantly increase open rates. He also debunks myths about spam trigger words and emphasizes the importance of clarity and relevance.
David and Jay discuss the value of using personalization in subject lines. Jay explains that the real magic happens when you personalize based on industry, job function, or company name, making the recipient feel like the email is specifically for them.
The conversation shifts to the structure and content of email bodies. Jay suggests keeping emails concise, with no more than 75 words for new prospects and up to 150 words for existing customers. He also shares best practices for using bullet points, white space, and strong calls to action.
Jay explains the importance of writing calls to action in first person. He emphasizes how this simple change can increase click-through rates by over 28%, and he gives practical examples of effective CTA phrasing.
David and Jay talk about the role of urgency in email marketing. Jay advises using FOMO (fear of missing out) to drive action, like mentioning limited spots for events or expiring offers in the subject line and PS.
In the ever-evolving world of commercial insurance, marketing has become a critical lever for growth. Yet most agencies still struggle to understand what’s actually working. From websites that generate leads with no attribution to CRM systems that silo vital data, insurance agencies are often flying blind.
If you’re a commercial insurance producer trying to grow in the middle market, you’re probably aware that the old-school prospecting methods—cold calling hundreds of businesses, dropping off trinkets, hoping someone is “coming up on renewal”—are no longer enough. In today’s competitive environment, success isn’t about how many people you reach. It’s about reaching the right people at the right time with the right message.
Too many agents stop learning once they’ve earned their license. The bare minimum—meeting continuing education requirements—is not enough in today’s climate. Producers often resort to online forums, asking where they can complete CE hours “as quickly as possible.” This mindset directly impacts their ability to communicate complex subjects like reinsurance or risk modeling to clients in an understandable way. As a result, they struggle to retain accounts and close new business in an increasingly competitive market.
The problem? Too many producers are pitching too soon, to the wrong people, with nothing more than a quote to offer. This article walks through how to close more business by positioning yourself as a trusted advisor, selling Total Cost of Risk (TCOR) outcomes, and using a structured approach to differentiate at every stage of the sales process.
In the modern commercial insurance landscape, trust is no longer built solely through in-person meetings, networking events, or polished brochures. It’s earned digitally—often before a prospect ever takes your call. As sales dynamics shift and competition tightens, the producers who will thrive are those who understand one thing: educational content is the new handshake.
Most commercial insurance producers think of referral networks as an afterthought—something that might generate a lead or two if they attend enough events, shake enough hands, or stay active in their BNI chapter. But the producers who consistently dominate the middle market think differently. They treat referral networks like revenue engines, built with the same discipline as a sales pipeline, and they use those relationships not only to generate appointments but to recruit the next generation of elite producers.
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