Multiple studies have shown that it typically takes threeseconds for prospective clients to decide whether to open amarketing email in their inbox.

"Those three seconds are pretty important," says Sandra Usleman,senior vice president and chief sales officer at USI Insurance Services."If you don't have a deep relationship or a strong referral withthe prospect, you've got to put something compelling in the subjectline that causes them to want to open the email."

In the following interview, Usleman discusses severaltried-and-tested methods that sales professionals and consultantsat USI are utilizing to help them get in front of prospects.

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Rosalie Donlon

Rosalie Donlon is the editor in chief of ALM's insurance and tax publications, including NU Property & Casualty magazine and NU You can contact her at [email protected].