Email marketing gives insurance agents opportunities to build trust and confidence among current customers and prospects, ensuring that they will think about both their prospects and customers. From follow-up emails to onboarding emails and even cold emails, this blog will go through some common examples of how insurance agents can use email marketing to grow their business book.
How do insurance agents make money on email marketing?
Email marketing is an important part of any digital strategy. When it comes to selling insurance, email marketing can be an extremely powerful tool.
If you are an insurance agent, your email campaigns can help in a few different ways. They can help create followers for your social media accounts, continue to create awareness among your customers and even help them turn those opportunities into new accounts.
Email campaigns also serve as a way to keep in touch with customers after sales are made because these individuals often want reminders when something important happens related to what they purchased, such as annual renewal notices. And for the benefit of the agent, email provides opportunities for sales and cross-selling among other benefits.
Keep reading to learn more about some of the different types of email campaigns that you can send and how they will benefit your agency.
7 joint insurance campaigns for e-mail
E-mail marketing is constantly evolving. There are so many different ways to use email campaigns to your advantage. The following are examples of the most common types of email campaigns that insurance agents can send out, but there are also many more off the list.
1. Welcome Email Campaigns
Welcome email is a great way to welcome new customers to your agency. Whether there is an onboarding form that you want them to fill out, or the next step to getting everyone on the same page, a welcome email campaign is a great tool to use as an insurance agent.
2. Follow-up Email Campaigns
Follow-up email campaigns are sent to your leads or customers at certain intervals. Most of these emails contain tips and information about what the consumer signed up for. Insurance advice is a good follow-up because many people have no one else to turn to with questions about insurance. The main reason why insurance agents use follow-up emails is to convert potential customers into paying customers.
3. Birthday e-mail campaigns
Birthday e-mail campaigns are a way to reach out in a new and meaningful way. You can easily do this by customizing an email for your client's birthday or anniversary. This is something they will not expect from you, so it will automatically make them think of you on their special day.
4. Event Email Campaigns
Event email campaigns are a great way to promote new events in your business. You can also use them for everything from a holiday sale, to simply something going on in your community where your client can benefit. Participating in your events is a great way to assess what your clients' interests are and what they can look for.
5. Season's Greetings Email Campaigns
These types of email campaigns work great for getting in touch with your customers during the holidays. You can reach out during the Christmas holidays, whether it is Christmas, Hanukkah or Kwanzaa to wish them a pleasant holiday.
6. Reminder Email Campaigns
Reminder email campaigns are sent to remind your customers of something they need to take care of, such as an annual renewal or pending quote on life insurance. They are also used when a customer has an outstanding balance.
7. Cold e-mails
Cold e-mail is when you e-mail a potential customer who does not know who you are. The main goal of sending cold emails is to get the recipient interested in learning more about your business because they do not know you yet. Because cold e-mails can often be confused with spam, it is important to do so in view of your future prospects and not abuse the benefit of sending cold e-mails.
Check out this InsuredMine resource for a more complete list of examples of email campaigns!
Three Steps to Getting Started with Email Marketing for Your Insurance Agency
All email campaigns need a plan. Here is an effective three-step process you can follow.
1. Decide What Your Goals Are
We recommend that you start with your perfect customer and what they expect from an insurance company. Then try to deliver it with every campaign you send out. If you are confused about what your customers are interested in reading about, do not hesitate to ask them directly.
2. Make your email campaign contextual
Make sure you include appropriate information about the season or time of year so that your recipients can directly tell you if your email is relevant to them or not. If you are marketing something related to a particular event, make sure there is a link where your recipients can find more information. It is a good idea to make your email copy short and simple, but more importantly, make it relevant to what is happening in their life or your business.
3. Create your template for each campaign
You need to find software that allows you to create emails without becoming a technical expert yourself. The easiest way to do this is to use a drag-and-drop editor with templates already included. If you are looking for something more advanced, there are also options where you can choose from hundreds of professionally designed templates based on different industries. You can learn more about InsuredMine's templates here.
How Do You Know If It Works
Now that you know a few different types of email campaigns and a few steps to get started, it's time to decide how to measure the impact of your Email Marketing Campaigns. Here are some results that are likely to happen when you start implementing email marketing as an insurance agent.
Referrals from Existing Customers
When e-mail marketing is done properly, you should keep an eye on a majority of your current customers. If so, they will think of you not only when they need help, but when a close friend or family mentions that they are looking for an insurance agent. By keeping track of your current customers, you are likely to see an increase in referrals as well.
An important result of e-mail marketing for many insurance agents is an increase in new customers. Many insurance agents do not remember through their email marketing efforts, so when you start doing exactly that, you will stand out from the competition.
Retaining and Selling Existing Customers
The last result you will likely see from your email marketing efforts is an increase in the number of customers who continue to renew contracts with you. When that happens, you also have a chance to sell these customers on various services.
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