Email offers one of the highest returns on investment (ROIs) of any marketing channel, but using email effectively starts with setting the right goals and finding the right tools to help you.
We put together some detailed tips, along with a step-by-step campaign example, to help you with your next email marketing campaign for your insurance business.
Decide what you want to achieve
Before you start any marketing campaign, figure out what your goal is. Maybe you want to sell more of a specific policy this year. Or, perhaps, you’d like to connect more with a certain group of clients to improve retention.
Once you have your goal, decide on specific, measurable outcomes. For example, you may want to sell 30 more personal umbrella policies this year or improve commercial client retention by 2%.
To determine whether you were successful or not, you need a way to measure the results. Find a way to track each email campaign’s progress and make improvements as needed. Your customer relationship management (CRM) platform or other email marketing software may have metrics already included.
Identify your audience for each campaign
Your customers likely chose your agency because they wanted expertise and personalized service. Don’t damage your relationship with your clients by sending irrelevant messages to them. For example, don’t send emails trying to sell a business owner’s policy to someone who only has renter’s insurance with you, unless you know they have a business.
Narrow down your email distribution lists based on your goals. Always include an unsubscribe link in marketing emails to help stay in compliance with the CAN-SPAM act.
Determine the perfect timing for your message
It makes sense to send some emails to an entire group at once, like a flood insurance cross-sell email to your homeowners at the start of hurricane season.
However, you should send most emails at a specific time for each customer to match their needs and what you know about them.
For example, people are more likely to add additional policies or increase their coverage limits at renewal, so send cross-sell emails a couple of months prior.
Commercial clients are busy running their businesses and managing their personal lives, so reach out to them well in advance of their renewal and follow up if you don’t hear back.
Keep your emails simple
Start with a straightforward subject line that feels genuine and makes the recipient want to open your email. For example, “Do you need auto insurance?” is a great start to an email for your home/no auto customers.
Greet each client using their name and then jump into your message. Write the body of your email as if you were sending it to just one person.
You could say, “I was checking on your homeowners policy and noticed you don’t have auto insurance. Are you covered there?” This email feels like something you sent to just that person and that feeling will make them more likely to respond.
Check out this blog post on how to write simple and effective emails.
Land in their inbox
In addition to sending relevant emails, you’ll want to skip the graphics and avoid spammy keywords in your subject lines like “urgent” or “discount.” Use your real email address and ask any third-party marketing services you use to verify the subdomain they’re using to send emails on your behalf.
Your plain text email will stand out compared to other vendors that flood your clients’ inboxes with impersonal, image-ridden emails. Sign off with a clear call to action, like, “Reply or give me a call and we can chat more.”
Check out this blog post for more tricks to improve email deliverability.
Take your campaigns to the next level
Go beyond email. Everyone loves receiving a personal note in the mail, so try sending a handwritten card to supplement your email campaigns. You’ll make their day and catch their attention. Some people don’t check their email often, so send a quick text to follow up if you don’t hear back from them. When all else fails, pick up the phone and give someone a call. Just don’t use ringless voicemail drops—here’s why.
Let’s look at an example
If you need help getting started, use this auto/no home cross-sell marketing campaign outline (you can update policy information according to your own cross-selling goals):
Goal: Cross-sell homeowners policies to customers who already have an auto policy.
Audience: Customers who have a personal auto policy, but don’t have a home or renters insurance policy.
Communication plan:
| Timing | Communication | General message |
|---|---|---|
| 30 days after auto policy effective date | Check in with the client to see if they have homeowners coverage. | |
| 80 days after auto policy effective date | Send the client an article with garage organization tips or another topic they may find useful as a driver. | |
| 90 days before auto policy renews | Handwritten card | Thank the client for being a loyal customer and remind them you are there for any of their other insurance needs. |
| 75 days before their auto policy renews | Ask the client if they’d like to be quoted for a homeowners policy to see if you can find them better coverage. | |
| 60 days before their auto policy renews | Remind the client their auto policy is renewing and offer to have a phone call to review their policy. | |
| 45 days before their auto policy renews | Text | Quickly check in with the client to remind them of their auto policy renewal and ask if they’d like to bundle their home and auto insurance. Explain the benefits of bundling. |
| 30 days before their auto policy renews | Call | Give the client a call to remind them of their upcoming auto policy renewal and ask if they’d like to receive a homeowners quote as well. |