Why your insurance clients ignore your newsletter (and what to send instead)

You send a newsletter because “that’s marketing 101.” But your clients are probably skimming right past it. Research shows that people increasingly feel email overload: one recent study in Digital Business found that while simple personalization often boosts engagement, it can also trigger pushback when overdone.

Another study from Emerald Insight finds that customers who naturally seek variety are more likely to engage (and possibly switch services if not engaged).

Put simply: clients increasingly filter out what feels too generic or irrelevant. So newsletters—unless hyper-personalized—often don’t stand a chance.

Here’s what does break through, and how you can transition your communication strategy.

What works better than a newsletter

1. Triggered, behavior-based messages

Messages tied to a client’s real actions or lifecycle (renewal reminders, claims follow-up, policy changes) land at relevant moments. They feel purposeful, not random.

2. Curated content instead of bulk

Rather than sending one big digest, send just one or two relevant articles or tips that align with that client’s needs (new homeowner, teen driver parent, etc.). Focused relevance trumps volume.

3. Physical touches and handwritten notes

A physical card, letter or note feels more deliberate. These surprise-and-delight moments help you break free from the noise of the inbox.

4. Conversational texting and two-way outreach

Texting invites responses. It’s direct, immediate and feels more like a conversation than a broadcast. Use it for reminders, quick check-ins or feedback.

How ClientCircle helps you stop relying on newsletters

If you're ready to move beyond generic newsletters, ClientCircle gives you the tools:

Client Connect — send individually tailored content based on a client’s profile or where they are in their journey.

Automated journeys — set up sequences for renewals, cross-sells, claims and more so messages go out at just the right time.

Handwritten cards and letters — automate physical touchpoints without you handwriting each one.

Secure texting and messaging — reach clients where they prefer to communicate and make it easy for them to respond.

Ready to connect better with your clients?

Stop sending emails they ignore and start sending messages they value. Schedule a demo to see how ClientCircle can help.

Because at the end of the day, your clients don’t want another newsletter—they want to hear from you.