As an insurance agent, your earnings are based on your ability to appeal to clients to buy a policy and also persuade them to purchase one through you.

Furthermore, you should strive to build long-term relationships with policyholders in the hopes that they will approach you for all their insurance needs. Email marketing is an excellent method to begin that connection.

What are the benefits of email marketing for insurance agencies?

Email marketing allows you to stay in touch with existing policyholders and let them know you understand their demands, which is essential. It also aids in the outreach of current and  potentially new consumers, making the same pledge.

It also has several advantages over alternative marketing strategies:

1. Personalization

Sending generic, bulk emails that are addressed to a broad audience, such as “valued customer,” is one way to deter consumers from your services.

Customers who receive personalized emails feel valued and appreciated, making them even more willing to rely on you for their insurance needs.

2. Timeliness

In today’s fast-paced world, waiting for postcards or brochures to get through the printer is a lot less interesting than utilizing digital marketing methods. Not only that, but traditional marketing (such as direct mail) has begun to fade away, whereas email campaigns have accelerated.

Emails are a quick and efficient way to communicate with potential and existing consumers without having to go through the process of printing and delivery.

3. Measurability

You can analyze metrics like open rate, clickthrough rate, and response rate alongside a plethora of other data with email marketing.

This knowledge is a big help because it allows you to see what’s and isn’t working in your emails, allowing you to make adjustments to get the greatest possible results.

4. Better Communication

Even a large email might be interpreted as a one-on-one conversation if it is appropriately modified, making it simpler to deliver vital communications to customers.

Customer care is a well-known marketing concept. It helps you develop trusting personal relationships with your clients, which in turn benefits your company as a whole.

For example, a TV commercial about a new policy is unlikely to catch the attention of most customers, but a customized email that caters to their particular requirements is considerably more appealing.

Instead of broadcasting a general message to everyone on television, you’ll be directly marketing your services to those who need and desire them.

How to get started with email marketing

It’s possible to use email to keep in touch with current consumers and attract new ones, but this is only true if you have a plan. Random emails sent without any strategy won’t help your business much.

It’s important to plan everything carefully ahead of time. So, before you send your first email, make sure you follow these steps:

1. Determine your marketing goals

What are your goals for email marketing? Do you want to attract new policyholders or upgrade existing ones? Do you wish to lower acquisition expenses or shorten the purchasing process?

Your campaign’s objective should be apparent in the information you provide in your emails.

If you don’t know what you’re attempting to achieve, then email isn’t very effective. That’s why your plan should be based around a certain aim or set of aims so that you can direct your efforts toward the most appropriate messages, calls to action, and target audience.

2. Build a subscriber list

Users are wary of receiving unsolicited emails. This implies that buying a mailing list is a poor decision. Instead, you should develop one naturally. Fortunately, there are several methods for accomplishing this.

Include an email entry on each form you use to write or renew policies or collect premium payments. Include a consent button alongside your contact form on your insurance website’s pages. But don’t forget to provide an opt-out option—some people may wish to communicate via email but not receive marketing emails.

3. Choose an email platform

It’s almost hard to send personalized mail to hundreds of policyholders by yourself. You’ll need a program that can assist you with the process. Several automation solutions are available that can separate lists, schedule emails, send automated replies, and modify communications based on each account.

4. Analyze and revise

Once you’ve decided on a plan, you must make sure it’s actually functional. How many individuals are reading their emails? What percentage of people do you want to convert? How much money is the business making?

One of the benefits of email software is that it allows you to track campaign effectiveness. Using the tools at your disposal, see whether you are achieving your objectives. To assess the efficacy of each message, calculate open rates, clickthrough rates, and other KPIs.

If you aren’t achieving your objectives, it’s time to modify your plan. You’ll have a strong foundation by looking at what your consumers respond well to (as well as what they don’t).

Seven email marketing tips for insurance companies

Are you looking for the most effective way to utilize email marketing for insurance firms? Use these seven strategies to get the best return on your investment:

1. Look at insurance email marketing examples

Whether you’re working with an in-house designer or designing your own insurance firm’s email template, seeing examples is a good idea. Look for insurance email marketing templates or visit a site to discover hundreds of alternatives.

2. Create valuable content

Insurance agencies and other businesses should provide helpful material when it comes to email marketing. It’ll show in your open rates, as well as your unsubscribe numbers if you don’t put in the effort to produce high-quality information. Instead of focusing on converting people, focus on assisting your consumers.

3. Use video

A video is a powerful tool for every marketing channel, including email. By using explainer or customer stories videos, you can connect with your audience on an emotional level. This will help to increase the chances that people will become customers.

4. Build responsive emails for mobile users

Around two-thirds of people read their email on their phone or tablet, which is why it’s important to develop responsive emails. Because most people read their emails on their phones or tablets, it’s critical to make them adaptable. A responsive email will automatically adjust and display correctly on any device, whether it’s a smartphone, tablet, or PC

You’ll want to make sure the developer develops your email with responsive capabilities if you use bespoke coding to generate it.

5. Focus on quality over quantity

While you could send your subscribers an email every day, this approach isn’t effective for insurance email marketing. That is because subscribers may become frustrated quickly, especially if the email isn’t particularly useful.

Focus on quality when it comes to email marketing for insurance firms. Sending one exceptional email a month is superior to sending two poor ones. The same idea may be applied to subscriber lists. Rather than a random group, try to build a list of subscribers that are qualified rather than unqualified.

6. Personalize email content

Another great insurance email marketing strategy is customization. You may automatically include a subscriber’s name in email material with personalization. You can also personalize a subscriber’s email experience by using customization.

You can create bespoke advertising and audience segments based on each customer’s hobbies if your firm sells life, auto, or house insurance, for example. The use of the word “you” in this sentence adds a personal touch to your email content, which makes it significantly more valuable.

7. Anticipate subscriber needs

When you figure out what a subscriber wants and needs, you may get a lot of value from email marketing. This takes time and study. You must be informed and ready to meet their demands.

Someone seeking house insurance is likely to have a lot of inquiries and issues. The question, however, is whether or not you can answer those queries before they’re asked. You may prevent becoming a victim of this scam by doing things like contacting customer care and reviewing website analytics data.

Once you’ve identified what most house insurance purchasers are looking for, you can develop content and a bespoke email drip campaign to answer these questions. This campaign might also assist in the conversion process by contacting your staff.

Conclusion

Email marketing is a powerful tool that insurance agencies can use to connect with their customers. However, it’s not as simple as sending an email and hoping for the best.

By using the tips provided in this post, you can create high-quality content that will help you connect with your audience on an emotional level. You can also personalize email content to ensure that each subscriber receives information that is relevant to them. Finally, you should anticipate subscriber needs and develop content that meets those needs.

If you follow these tips, you’ll be well on your way to creating an effective email marketing strategy for your insurance firm.