Email campaigns are still one of the best pound-for-pound marketing tools out there for insurance agencies and brokerages. Data shows email marketing continues to be the most effective marketing channel — better than SEO and social media.
When you adopt insurance email marketing automation, you’ll find plenty of opportunities to engage prospects and customers. From automated emails that keep relationships strong to email campaigns that support your sales funnel, email marketing is a powerful tool for growing your business.
What Is Automation in Email Marketing?
Automated email marketing lets you send the right message at the right time based on a schedule or triggers you define. This means email campaigns will run more smoothly and get your message in front of the right audience.
There are two primary types of email campaigns where an agency automation system excels:
- Drip Emails
Automated drip-feed emails follow a sequence of messages sent on a predefined schedule. For example, you can send an introductory email with a link to a white paper on your agency website. A week later, you can send another automatic email providing a CTA to sign up for your newsletter. The key is to keep the lines of communication open and provide increasing value.
- Trigger Emails
Trigger emails are personalized based on the individual target customer’s behavior. If a prospect doesn’t complete a newsletter sign-up form, for example, an automated email system sends a reminder. Trigger email campaigns are one of the best opportunities to automate, engage, and grow with automation.
The Benefits of Automation in Email Marketing
Using insurance marketing automation frees you and your staff to focus on prospects and customers instead of marketing. Automation streamlines your workflow, keeps your prospects engaged, strengthens relationships, and much more.
- Improved Communication
From keeping customers in the loop to nurturing leads, email marketing automation delivers relevant communication. For example, your prospects will know what their next step should be and your customers will see you understand their needs.
- Deeper Personalization
Insurance prospects and customers may resent generic emails. They want relevant information that addresses their circumstances and needs. Personalized emails sent to targeted segments grab their attention and create a stronger connection.
- Better Data
Automated insurance email marketing systems analyze metrics like open rates, response rates, and click-throughs. This detailed data reveals what works, why it works, and even when. Better data helps you create better marketing strategies for reaching your ideal clients.
- Faster Marketing, Response Times, and More
Sending emails automatically is obviously faster than creating and sending emails individually. Email automation also lets you announce agency news, offer industry insights, and try out new campaigns quickly and easily.
Trovato Associates transformed how they operate their business through marketing automation. Check out this case study to see how this insurance agency became more efficient, converted more leads, and created a superior client experience.
Insurance Marketing Automation Keeps Relationships Strong
How can email marketing automation build and strengthen relationships? By keeping customers informed, acknowledging dates that are important, and nurturing leads to position your brand as the obvious choice. Make these emails a part of your automated marketing strategy and get ready to grow:
- Account-Related Messages
Account-related emails should address a customer’s needs above all else. These emails notify customers of upcoming renewals and other information regarding their insurance coverage. Your customers will appreciate how you have their back—which increases loyalty, retention, and referrals.
- Account Rounding Emails
Account rounding efforts don’t have to be salesy. As a reliable resource for protecting the things and people important to them, you shouldn’t be afraid to use automated emails to close gaps in coverage. Closing those gaps is a win/win all around.
- Congratulatory Messages
Birthdays, anniversaries, and other milestones in your customers’ lives are the perfect opportunity to reach out. From an automated birthday email to a one-off message recognizing a customer’s professional achievements, email can help relationships flourish.
- Lead-Nurturing Messages
Nurturing new leads with targeted messaging keeps them headed in the right direction. If you want to keep your marketing funnel flowing, use multiple touches. Research shows the average prospect needs ten marketing touches from the time they first engage with your company until they become a customer.
All Lines Insurance put marketing automation to work in their agency and reported a 33% increase in close rates, a 14% increase in client growth, and an increase in policies per client from 1.65 to 1.86. See how they use automated marketing to build relationships that lead to the consistent growth in this case study.
If you’re ready to take advantage of all the opportunities you can experience with automation in email marketing, let Agency Revolution help you get started. With Fuse™, our intelligent automated marketing platform, you can take your insurance marketing to another level.