Insurance Email Marketing: A Complete Guide in 2021
People don’t want to think that something terrible might happen to them. However, when such bad things happen, they realize the essential need for insurance. But in many cases, it is too late by then. Hence, the big challenge is helping them see the high value of insurance while there’s still time.
That’s where email marketing plays a vital role, and offers insurance companies the opportunity to nurture the relationship with their prospects. So, if and when things go bad, the prospects will immediately remember “that” insurance company.
In this blog post, we’ll show you everything you need to know about insurance email marketing. Let’s get started!
Table of contents
- Why does email marketing matter for insurance companies?
- 7 insurance email marketing ideas
- 7 strategies for your insurance email marketing campaign
- The bottom line
Why does email marketing matter for insurance companies?
Email marketing for insurance companies has one huge advantage over practically any other form of marketing. It lets you connect directly with prospects with their approval.
Once a customer has agreed to receive emails from you, it means that they want to hear from you. Now that you have access to their inner sanctum, you’re able to effectively build a relationship with them.
By comparison, if the same customer sees an online ad, their defenses engage because many perceive an ad as a company asking something from them without giving anything in return.
In short, email marketing has the following benefits:
Customers prefer personalized offers, meaning that emails addressed to one specific person and tailored to their specific needs are more likely to drive positive relationships.
Email marketing is a fast and efficient way to send information to prospects and customers without the wait time of printing and delivery.
Email marketing is measurable, as you can see metrics like open rates, click-through rates, and response rates, as well as a wealth of other information that is helpful to your campaign.
7 Insurance Email Marketing Ideas
1. Welcome emails
A welcome email is the first touchpoint you have with your new subscribers. So, depending upon your own strategy, you can share:
- What type of emails they can expect from you
- Invite them to join your social media networks
- If you have an app, encourage them to download it
- And don’t forget to thank them for joining your email list
2. Content emails
Once someone subscribes to your email list, they’re expecting emails from you and looking forward to connecting with your brand. Thus, don’t sit on that pile of email addresses doing nothing.
We encourage you to build some trust with your subscribers by sending quality email content. This content can be:
- Tips for good health
- Your brand values
- Stories about how insurance helped someone
People might not buy insurance from you immediately. However, whenever they’d be ready to take action, you’d be on top of their mind thanks to these emails.
Let’s take a look at the above email from Pets Best. They do an excellent job of showing how to curate quality content for subscribers.
Not all of the articles shared in the email newsletter are insurance-related. While it is essential to stick with your niche, it doesn’t mean you can’t share valuable information that is closely related to it. Pets Best supplies pet insurance, so the brand shared pet wellness topics together with information about traveling with pets. All of these topics fall in line with pets and their overall well-being in some way.
3. New product launch updates
With a good product launch email, you can connect to your subscribers and show them that you have something they really need and help solve their problems.
These emails should have these components:
- What is the new product about? If it has a name, include that.
- How can they try it?
- What are the benefits of this product?
Check out this email from Farmers Insurance.
Farmers Insurance does a good job of this by providing subscribers with updated information on their mobile app. Email marketing is a great choice when it comes to updating clients on product/ policy changes in a more personalized manner.
4. Office updates
When your insurance company expands, it is worth celebrating. Don’t just celebrate these events with your teammates; include your subscribers in the fun by sending out a company update. Much like the product/ policy updates, updating your subscribers on any good news is one way to show them that they are important to you.
Let’s take a look at the example from Jetty:
The “18” template at the beginning stands out from the rest of the design and gives recipients the idea that the company is celebrating something having to do with that number, which is explained later in the body of the message. Don’t be afraid to play around with varying colors and textures to create different effects.
5. Post-purchase instructions
Once someone’s bought insurance from you, don’t consider that email irrelevant because you still need a referral from them. You’ll want them to renew next year.
Thus, engage with them even after purchase.
This email should contain:
- Expression of happiness or thankfulness
- Instructions on what to do next
- Where to contact if they have any problems
6. Renewal reminders
We don’t think anyone can remember to renew policies, except those super-organized people or people with personal assistants.
That’s why you should send a renewal reminder to people for whom the renewal date is approaching. You can send multiple reminders until they renew, or the policy expires, or they inform you that they don’t want to renew.
Several tips to make this email work include:
- Include the details of the policy you’re asking them to renew, including policy name, expiry date, as well as the amount payable.
- Tell them of any benefits of renewing right now
- As they’re reading this email and considering renewing, what else can you upsell them? Don’t forget to include that in the email
Let’s see an example from PolicyBazaar:
7. Feedback emails
These emails can be collected at various points in the journey of a customer. The two most common are:
- After any customer service interaction
- After they make a purchase
Feedback emails can help you do 3 important things:
- Identify the client’s pain points and solve them
- Reassure the client that if they have any problems, they have a portal to voice those
- Collect testimonials for your business
7 strategies for your insurance email marketing campaign
Email marketing is a cost-efficient and effective way to keep in touch with current customers and attract new ones. Nevertheless, this is only true if you have the right strategies - random emails sent in a haphazard manner won’t do much for your company.
Everything you send should be carefully researched, scheduled, and written. So, before sending your first insurance email marketing campaign, make sure you do the following:
1. Put the reader first
Many marketers make one big mistake: focusing too much on their goals, forgetting about the reader in the process. They think that if they send out emails regularly, keep repeating the same offers, and providing the same information, somehow they’ll convince the reader to become a customer.
It won’t work that way, especially when your readers are having so many other options. You must put the reader first, which means providing them with value via highly informative and engaging content.
Offering value for free can encourage trust. Customers are also more likely to believe that you really care about more than their wallets. With too many options available to them these days, customers prefer doing business with people they really trust, and providing value is one of the best ways to build that trust.
2. Build a subscriber list
Most web visitors don’t like receiving unsolicited emails. This means buying an email list is not a smart option. Instead, you should build one email list organically.
Consider including an email field on each form you use to write or renew policies or gather premium payments. Place an opt-in form on every page of your insurance website. But don’t forget to include an opt-out option as well - some people might want to communicate via emails but not receive marketing messages.
Related topic: What is Opt-in Email Marketing
3. Segment your audience
People often respond differently based on a variety of factors, meaning it is essential to know your target market well. The more you know about their specific needs and desires, the better you can create engaging content for them.
Thankfully, technology makes it simple to find out a lot about your target audience, including their age, gender, location, occupation, as well as estimated income.
Once you’ve got the necessary information, you can segment your email list and create emails tailored to each particular category that more effectively meets their needs.
4. Personalize your emails
Personalization your email is another excellent insurance email marketing tip. With personalization, you’re able to add a subscriber’s name, for example, to email content automatically. You can also use personalization to customize your subscriber’s email experience.
For instance, if your company offers life, auto, and home insurance, you may create custom campaigns and audience segments based on each subscriber’s interest. This action personalizes a subscriber’s experience and then makes your email content much more valuable.
5. Automate your email marketing
The huge advantage of email marketing automation is that it can save you time, while ensuring you’re constantly in contact with your prospects and clients. That helps you build long-lasting relationships and increase the lifetime value of every customer.
As a matter of fact, it is virtually impossible to send manually targeted emails to thousands of policyholders. You need a program helping you streamline the process. There are multiple automation programs out there that can segment email lists, schedule emails, send automated replies, and customize messages to reflect each individual recipient.
AVADA Email Marketing is one of the most popular email automation programs, which offers a package for free, up to $9/ month, depending on your specific needs.
With this platform, you can create an automated series that works on your behalf to engage the prospect. For instance, when they sign up for your email newsletter through your website, an automated email can immediately be sent to welcome them. The next day, you can send a second automated email explaining the different products your company offers.
6. Build responsive emails for mobile users
Most recipients access their emails on their mobile phones and tablets. That’s why it is essential to create responsive emails. A responsive email can adapt and display correctly on any device, whether it is a mobile phone, tablet, or desktop.
While creating responsive emails, remember these things:
- Use responsive email templates
- Don’t use heavy images
- Break up your sentences and paragraphs
- Be straightforward and simple in your email copy
- Use CTA buttons instead of text links
7. Analyze and revise
Once you have your own strategies in place, you need to ensure that it’s actually working. How many people are reading your emails? How many are clicking links? How much revenue is it generating?
One of the advantages of email marketing, as we said before, is its ability to measure the effectiveness of each campaign. It’s necessary to measure open rates, click-through rates, as well as other KPIs to determine the effectiveness of each individual email.
If you aren’t reaching your business goals, it’s time to adjust your strategy. By looking at what your clients respond well to (as well as what they don’t), you will have a solid starting point.
The bottom line
While there are multiple ways to generate sales leads for your insurance company, email marketing remains one of the most effective. It’s also highly cost-effective compared to other types of marketing and advertising.
However, the key to success is making sure that you do it right. If not, by constantly bombarding your recipients with promotional emails, you’ll risk antagonizing them.
For this reason, many insurance companies rely on the expertise and experience of an established email marketing platform. AVADA Email Marketing offers email marketing automation services that give insurance companies the help they need to beat out the competition. For more details about email marketing for insurance companies, contact us today!