As an insurance agent, you know that email marketing can provide an incredible ROI (36 to 1). But what makes email marketing so effective, and how can you stand out in your recipient’s inbox?
In this article, we’ve broken down the key elements of successful insurance emails – all to provide a list of email templates to use in your campaigns.
Read on to learn more.
What Makes an Effective Insurance Marketing Email?
Effective insurance marketing emails demonstrate four key factors for success. Emails should be:
1. It’s Relevant
Our inboxes are often cluttered with new emails each day. And clearing these out can be a chore.
An effective insurance email keeps this in mind by providing content that’s relevant to the reader. The more specific the better. Consider ways you can use your data to make content more relevant and appealing to your audience.
2. It’s Timely
Going hand-in-hand with relevant, timely emails are emails that deal with current topics. Issues that are trending and up-to-date.
This shows recipients that your team is on top of insurance industry information – giving your clients less to worry about.
3. It’s Trustworthy
Clients and prospects can be skeptical of insurance sales. When appropriate, support statements with trustworthy sources.
Studies from your own insurance agency or data from reputable outlets can demonstrate a need for your products and services.
4. It’s Personalized
Personalization goes beyond including your client’s name in the subject line and body of your email. It’s an intentional effort to create messages unique to your clients and prospects.
That’s challenging with a large email list. But by finding ways to segment your lists and address more specific needs, you increase the chances that your message will stand out and create results. The goal is to create an emotional response when possible – consider the challenges and pain points of your recipients.
How To Write an Insurance Marketing Email that Works
So, how can you write an insurance marketing email that works? Start by setting a goal for your message. What do you want to convey to readers? What does success look like for this email marketing campaign?
A good place to start is to consider some of the most important metrics for success. Here’s are three of the most important and a few ways to improve them:
1. Open Rate And Subject Lines
Your open rate measures how effective your subject line is by providing a percentage of total recipients that opened your email. The average open rate for insurance marketing emails is 21.36%.
2. Optimize for Click-Through Rate with CTAs
Once your email is opened, the next goal is to get your recipient to click on your CTA. This is where your body message comes in and pulls together everything from the list above.
Remember, effective emails include strong copy that’s:
- Easy to read and scan
- Short and conversational
- Personalized using the reader’s language
3. Watch Unsubscribe Rates
The last metric to keep an eye on is your unsubscribe rate. This will show you whether your message is effective or not.
A high unsubscribe rate means recipients no longer find your content useful or interesting. Be sure to adjust whenever this rate increases.
11 Email Templates for Insurance Agents
1. Client Celebration Email
Clients are always excited to see themselves featured in your email. Consider ways to spotlight the clients of your independent insurance agency with a celebratory email.
These can be done a few ways, but often work best with referral programs that incentivize client referrals, offering a fun and friendly competition to your client list.
Ideas for other celebratory emails include:
- Holidays
- Birthdays
- Issued Policies
| Subject: And This Month’s Referral Winner Is . . . ? Body: Hi <recipient first name>, Join us in congratulating <referral winner>! Your <insert reward> is on the way. Thank you to everyone for sending referrals each month. We pride ourselves on being able to meet the insurance needs of you, your friends, and your family. Each month, we <Insert reminder of referral program>. Sincerely, <sender name> <name of your independent insurance agency> |
2. Promotional Email Template
Does your insurance agency offer a new product or service? Maybe you’ve partnered with a charity?
Announce it to your clients and prospects to let them know what’s changed and how they can participate.
| Subject: Our Most Exciting Announcement Yet Body: Hi <recipient first name>, Starting this month, we’ll be partnering with <partner name> to support/offer <insert background on partnership program> Sincerely, <sender name> <name of your independent insurance agency> |
3. Feedback Spotlight Template
Client testimonials are a powerful form of social proof. They can help your agency manage its online reputation, turn detractors into promoters, and retain more of your hard-won customers.
They can also be great for spotlighting client reviews.
| Subject: What Our Customers are Saying. Body: Hi <recipient first name>, We’re always excited to hear from another happy client. <insert quoted client testimonial> Receiving feedback from clients like you helps us improve and maintain our services. If you have a moment, we’d love to hear from you too. Sincerely, <sender name> <name of your independent insurance agency> |
4. Testimonial Request Template
Don’t have many reviews to work off of? No problem. Consider requesting testimonials from current clients.
To get the most out of this insurance marketing email, make the process easy and provide incentives. Here are a few ways to do just that:
- Describe the benefits of a review
- Provide a guide to writing a review
- Make the message short and effective
| Subject: A Quick Question for You Body: Hi <recipient first name>, How are we doing so far? Your feedback is invaluable – not only does it help us maintain and improve the quality of our products and services. But it also helps potential customers learn what it’s like to work with our agency. We’d love to hear from you. If you have a moment <insert guide to providing a testimonial> Sincerely, <sender name> <name of your independent insurance agency> |
5. Cross-Sell Email Template
Cross-selling emails are a great way to sell additional services to current clients. The key here is to highlight the benefits of working with your insurance agency.
You can become the one-stop-shop for your client’s insurance needs, offer multi-policy discounts, and more. Highlight this, and the additional benefits of your unique offer to see success from this email.
| Subject: Interested in Saving Money on Insurance? Body: Hi <recipient first name>, I see you have <policy A> with us, but no <policy B>. Maybe we could help save some time and money? By combining policies you can <list benefits and unique CTA>. Sincerely, <sender name> <name of your independent insurance agency> |
6. Referral Program Template
Converting a referral means much more than simply gaining a new customer. According to the American Marketing Association, referred customers are more loyal than non-referred customers.
Most of your customers would be happy to give you a referral, so you typically don’t have to do much convincing in your content. Asking for a referral and making it easy for your customer to do their part is often enough. Simply set up your referral email template and use email marketing automation to send it to your referral list.
| Subject: Your Chance to Win Body: Hi <recipient first name>, Enjoy working with us? Glad to hear it! Help your friends and family enjoy the same level of protection and send this message their way. <insert referral promotion information> Sincerely, <sender name> <name of your independent insurance agency> |
7. Onboarding Template
Research shows that just over half of brands send a welcome email, much less put forth the effort to make onboarding feel important to customers.
Making your onboarding an experience that makes customers feel special will position your insurance agency ahead of many competitors.
These insurance marketing emails should emphasize the personal quality of your services, and express an interest in the customer’s well-being.
| Subject: Welcome to <insurance agency name>! Body: Hi <recipient first name>, I wanted to reach out to welcome you to, <insurance agency name>. As an insurance agent, my goal is to provide the right policies for your unique situation. Of course, these circumstances can change each year. So, to provide you with real value, I’d like to talk at least once a year to make sure I can provide you with everything you need. Feel free to reply to this email if you have any questions. I look forward to helping you get the coverage you need! Sincerely, <sender name> <name of your independent insurance agency> |
8. Process Template
You’ve onboarded a new client and reached out. Now is the time to provide extra value by sharing your process.
This can be a simple insurance marketing email, outlining the approach a customer should take in the case of a claim. Remember to keep these simple and personal.
| Subject: How to File a Claim Body: Hi <recipient first name>, Unfortunately, claims happen. But when they do, it’s good to know how to proceed. The safety of you and your loved ones is more important than anything on this list. So, first, ensure that you and everyone involved is safe. Second, contact your insurance agency to file your claim. <insert contact information>. Lastly, document everything you can about the process. I hope this helps. Sincerely, <sender name> <name of your independent insurance agency> |
9. Account Review Template
As your other emails mention, sometimes your clients’ needs change. In these situations, a new insurance policy might be needed.
This is where the account review email comes in, providing a check-up process to reach out to clients. These should be sent twice a year, at 5 and 10 months after the account goes active, then repeated yearly.
The key here is to outline the benefits your insurance agency provides to clients with multiple policies.
| Subject: What’s New <recipient first name>? Body: Hi <recipient first name>, It’s been a few months since <insert information on insurance policy>. So, to make sure you’re getting the right coverage, I wanted to reach out and see if I could help. With an additional policy, you can <list multi-policy benefits>. Sincerely, <sender name> <name of your independent insurance agency> |
10. Retention Email Template
While many insurance email marketing campaigns will have a specific goal, such as welcoming a new customer or boosting referrals, creating campaigns that add value to your customers’ lives is essential.
Emails that include monthly newsletters, industry news, and other insurance-related information let your customers know you have their interests at heart.
For example, something as simple as an article on safe driving habits could help add additional value.
| Subject: The Best Way to Avoid an Insurance Claim Body: Hi <recipient first name>, We can only control so much. But by establishing positive driving habits, you can reduce the chances of an accident. Here are a few tips to help you drive safer <insert a link to article> Sincerely, <sender name> <name of your independent insurance agency> |
11. Buyout Template
This insurance email template is all about attracting previous clients, or clients from a competitor.
The key is to demonstrate what makes your services different, or how your business has changed since the client was last with you.
| Subject: What Makes Us Different? Body: Hi <recipient first name>, Selecting an insurance provider is a difficult process. That’s why we’ve taken the time to make it as easy for you as possible. With our insurance agency, you’ll receive <outline benefits and differences> Sincerely, <sender name> <name of your independent insurance agency> |
Simplifying Your Insurance Email Marketing
Of course, these templates are just a start. If you’re ready to generate more leads, grow referrals, and retain more customers using the latest marketing technology for insurance, Agency Revolution can help.
Fuse™ is an intelligent marketing automation platform built for insurance agents that comes loaded with pre-written email campaigns designed for independent insurance agencies.
