Email marketing is an important part of a digital marketing strategy, but email marketing for insurance agents is a huge opportunity to sell customers in your database. You can use email marketing to advertise new products or provide leadership information, such as original articles on insurance topics that will position you as an industry expert and someone your customers can trust. But the thing about email marketing is that it only works if your messages engage, so how do you make sure your efforts are not wasted?
In this article, we tell you how you can integrate CRM with email marketing to create a seamless workflow to reach your customers with engaging information.
What is CRM?
CRM, or Customer Relationship Management, is a technology tool that you probably use to manage all of your agency̵7;s relationships and interactions with current and potential customers. CRM tools benefit your business by keeping you connected to customers and streamlining processes. When you have a good CRM tool in place, you can improve your agency’s productivity by up to 34% and increase revenue by 41% per salesperson.
CRM with email marketing
The benefits of using a CRM do not end with keeping sales and contact information. You can use the tool to implement your email marketing strategy. Using a CRM is actually one of the most effective ways to perform email marketing for insurance agents. When you integrate a CRM with email marketing, your agency will be much more successful in reaching your customers and getting their attention.
What is CRM Email Marketing?
CRM email marketing is a form of email marketing that leverages the information and features of a CRM tool to create more appealing and effective emails to current and potential customers. This approach works better than traditional email marketing because you can tailor the messages to specific audiences to increase your sales.
Here are some services you can improve by using an email marketing CRM:
Welcome message for new customers
The first interactions with new clients are extremely important because they set the tone and expectations of the type of customer service that your agency provides. When you board a new customer, you can send useful information in a welcome email. You can start by thanking the customer for their business and then share information on how they can access their accounts online or follow your agency on social media.
Additional sales and cross-selling
80% of your future profits come from just 20% of your existing customers. Most of your agency’s profitability lies with repeat customers who have several policies. You can get lots of new revenue for your business through additional and cross-selling to customers who currently only have one policy. If you integrate CRM with email marketing, your tool can generate an email list of customers who can benefit from additional policies or products.
Thought leadership content
You can gain the trust of potential customers and improve relationships with current customers by sharing information that positions you as the local expert on insurance topics and products. If you create thought leadership content such as blogs and white papers, you can use your CRM to send emails to your database and direct them to the content.
A big part of improving customer service is about collecting feedback from your customers about their experience. You can use CRM email marketing to send messages to customers after they have made a new purchase or have a customer service interaction with your staff. The information you collect from these feedback emails can help you identify potential service issues with your agency and create a plan to resolve them. You can also get testimonials that can be used on your website.
The benefits of CRM with email marketing
There are many benefits to CRM email marketing for insurance agents. Here are some of the most notable:
Segmented distribution lists
One of the most valuable benefits of integrating your CRM with email marketing is the ability to create segmented distribution lists so that your messages reach the right audience. For example, if you are trying to sell home and car insurance packages on a larger scale, you do not want to send an email to your customers who already have both insurances.
Your CRM tool will analyze policyholder data and generate a distribution list that excludes your customers who already have both home and car packages with you. This prevents your customers from being overloaded with irrelevant emails, so they will be more likely to open and read messages that contain information that pertains to them.
Maintain a system
If you use email marketing outside of your CRM tool, you must use a third-party email marketing tool or manually execute your email marketing strategy through Gmail, Outlook, or any other email communication tool you use at your agency. This can be extremely time consuming and inefficient.
To get your distribution list, you need to export from your CRM and either upload to a third-party tool or manually enter the list in your agency’s email each time you want to send out a marketing email. It just does not make sense. When you integrate email marketing into your CRM, you get everything you need in one system, saving time and possibly the cost of another tool.
Real-time reports and analysis
By using your email marketing CRM, you get access to reports and analytics that you can use to adjust your strategy and content for future emails. You will be able to run reports to see the number of emails you send and to which customer segment, how many emails bounce back and how many customers open your emails. If you know that emails on certain topics do not get as many openings as others, you can customize your strategy and messages to be more effective and generate more engagement.
Easy to use templates
Email marketing can be ineffective if the messages are not eye-catching or engaging. If you are not good at design, this can be a challenge. But CRM tools often provide easy-to-use templates to make designing your emails quick and easy. You just choose a template you like and include your text. You can either add custom images or choose from image banks located in the template library. You do not need a design or coding experience, and your customers will receive a nice email that catches their attention.
The best CRM for email marketing
So what is the best CRM for email marketing? You have many options to choose from when it comes time to choose a CRM tool, and they have different prices, features and benefits.
Here are some:
Hubspot is a popular tool used by organizations in a variety of industries. There are several analytics features in Hubspot that help you manage your digital marketing strategy, including click tracking and call reports. Hubspot has the ability to be integrated into CRM tools and can incorporate some social media options.
However, Hubspot has many limitations to the free or low cost plans. It does not offer many measurements or analyzes, and there are limits to the number of contacts you can have in your database. The paid plans offer higher limits, but they can be extremely expensive, and you will also pay separately for your agency CRM tool.
ActiveCampaign can be used as a CRM and email marketing tool. The cloud-based platform works well with most devices and browsers and even offers a Chrome extension for easy access. Many users like ActiveCampaign for its easy-to-use format and excellent customer service.
However, the platform is not without its drawbacks. Some users report system problems when using ActiveCampaign on a laptop, and it can be very difficult to integrate the system with other tools such as SMS. The platform can also be on the expensive side for plans that offer the most options.
When it comes to insurance agencies – both of these systems are not integrated with any Agency Management System, which makes the data flow a real challenge and forces the agencies to do a lot of manual push and pull of data between the systems, which makes it very inefficient.
InsuredMine – CRM for insurance companies
You can use a general CRM tool, but your agency will see the most benefit from a CRM designed specifically for insurance agencies. For insurance agencies, the best CRM for email marketing is InsuredMine. InsuredMine is an all-in-one CRM tool that lets you increase your sales, engage your customers and analyze data and reports.
The platform’s Account360 / Contact360 function allows you to see every detail of a customer’s account from the dashboard. You get instant access to policy overviews, documents, contact information, customer interactions and email analysis. You can also track your sales pipeline and business progress for all your agents.
When it comes to email marketing, InsuredMine has many features to streamline your efforts. The Template Library has dozens of options to make it easier than ever to design your emails and text messages. You can use automation features to schedule email distribution and drop-off campaigns, which are a series of emails sent to a customer over a period of time.
Because InsuredMine is a full-service CRM software, you do not have to worry about paying for or maintaining multiple platforms. The program is also cloud-based, so you and your agents can access the platform and work anywhere. There is even a mobile app so you can access information on the go. InsuredMine has customizable pricing plans to fit the budget of agencies of all sizes.
Try InsuredMine for free today
Now that you know all about insurance CRM and email marketing, it’s time to give InsuredMine a try. Streamline your email marketing strategy and execution with the # 1 insurance CRM on the market. Try InsuredMine for free today.