Your email list is one of the most valuable assets in your insurance business. But if you send out the occasional “Hey, we’re here!” email, you leave a lot of money on the table.
Email marketing isn’t just about staying in touch; it’s about nurturing leads, building trust, and ultimately turning prospects into clients. Here are some email marketing hacks that can help you do just that:
Segment Your List Into Groups With Like or Similar Needs or Wants
Not all leads are equal, some being price shoppers, some needing education and some just waiting for the right nudge. Break your list into segment groups based on things like:
- Type of insurance they’re interested in (home, auto, life, etc.)
- Marketing source generating their call or outreach (social media, referral, website inquiry)
- Where they are in the buying process (just browsing, comparing quotes, ready to buy)
Forming these groups makes it easier for you to develop messages for your emails that are specific to the interests of each group, based on wants or needs. These more targeted messages, speaking to specific needs, improve engagement, and generate higher conversions.
Automate the Follow-Up
You and your team are very busy, so it’s easy to lose track of who responds and who doesn’t to your email campaigns. Just because someone doesn’t reply to your first email doesn’t mean they aren’t interested. Setting up an automated email sequence like the example below, to people who do not respond, keeps the conversation going:
- Email 1: Thanks for inquiring! Here’s what you need to know.
- Email 2: A few days later—Highlight a common pain point and how you solve it.
- Email 3: A week later, share a success story or testimonial.
- Email 4: Last chance, with a gentle nudge to act.
This keeps your agency top of mind without feeling pushy. Gradually, it can build rapport with people by addressing possible concerns or issues.
Make Subject Lines Irresistible
Your email won’t work if no one opens it! Test out subject lines that create curiosity, urgency, or a personal touch, like the examples below:
- “Do You Have This Key Homeowners Coverage?”
- “Be Like Mike and Save $500 on Auto Insurance.”
- “The 3-minute Insurance Checkup to Save You Money”
Short, engaging subject lines get more emails opened and read by prospects, and more opens can generate more conversions.
Use Storytelling to Build Trust
Our previous article shows the power of sharing real stories, instead of dry facts, to present insurance solutions. Telling clients’ stories, with their permission, about how your solutions improve their lives while saving them money. That helps people connect with real experiences, making your solution real and not just another sales pitch.
Include a Clear and Easy Call-to-Action (CTA)
Every email must have one explicit action you want the reader to take. Whether scheduling a call, getting a free quote, or downloading a guide, make it obvious. Buttons work better than links, with short, action-driven phrases like:
- “Get Your Free Quote” (instead of “Click here for a quote”)
- “Book a Quick Chat” (instead of “Contact us”)
- “Contract now” (instead of “Get a Contract Here”)
Make Your Email Message Easy to Read on Mobile Devices
Over 60% of emails are read on mobile devices, so keep paragraphs short, use bullet points, and make your CTA button big enough to tap with a thumb. You should also make sure your email program uses a mobile-friendly format by sending test emails showing what your message will look like on a mobile device.
The picture above shows one program’s capability to preview a mobile device for an email campaign. If your email program doesn’t have this capability, you need a new one that can deliver it.
Messages can look very different on mobile devices, making them harder to read and easier to disregard and delete. Don’t fall into this trap, so address it through a different email program, if necessary.
Send at the Right Time
Your leads are busy, so timing matters. Send messages on different days and times to track when you receive the best response rates. Generally, emails are best to go out:
- Mornings, with Tuesday being the best, followed by Wednesday or Thursday morning.
- Evenings can perform well for personal insurance.
- Avoid Monday mornings (inbox overload) and Friday afternoons (mentally checked out!).
Always Add Value
Your emails should never feel like spam. Providing valuable tips, answering common questions, and positioning yourself as the go-to insurance expert add value to your message recipients. Value is delivering what people want and need, which builds trust in you—and when they need coverage, you’ll be the first person they call.
Agility marketing resources add A LOT of value to agents with programs like our Marketing Miles program that can result in email campaigns and many more marketing resources at your fingertips.
Start earning marketing miles by contracting now to access Agility ACA, Medicare, Life and Annuities, Small Group, and Supplemental partners. This will build your marketing miles and allow you to access the full suite of marketing resources.
You can also contact Agility at (866) 590-9771 or email [email protected] to learn more about the Marketing Miles program and ask any questions about how the program works to build your agency’s book of business. Agility can also add you to our free weekly email list for tips and vital information!
Now, tweak that email strategy and watch those leads become loyal clients.
