To thrive in an increasingly competitive industry, more and more insurance agencies are using modern technology to increase their effectiveness.
At a macro level, the industry’s trending toward marketing automation tools and email automation platforms, in particular. These solutions deliver lots of functionality: You can segment your client list, A/B test, and tap into a wealth of data to see what’s working and what isn’t.
Believe it or not, email is still one of the most effective marketing mediums.
What’s more, one study found that the average person checks their email 15 times a day.
So if you want to connect with clients in a digital-driven world, you need to drop by their inboxes and say hello on a regular basis. This kind of outreach, after all, has a much longer life span than a social media post.
For every insurance agency, digital marketing is becoming more important to business growth.
With that in mind, let’s take a look at four ways your agency can use email marketing to get to the next level.
4 Email Marketing Use Cases for Insurance Agencies
Has your agency ever used a drip marketing campaign to engage your clients?
If you’ve never heard of the term before, here’s a brief primer.
A drip marketing campaign involves writing several emails ahead of time that you envision a recipient will get over the course of several days or weeks, or after they perform specific actions (e.g., signing up for a newsletter).
For example, if a client isn’t ready to do something immediately, maybe a few targeted emails sent at appropriate times will ultimately persuade them.
Here are four ways you can use drip campaigns to grow your insurance agency.
1. Welcoming new leads
Whether you purchase a lead, hear back from a lead through a business reply card, or get a new lead from someone interacting with your website for the first time, you can use customer relationship management (CRM) tools to automatically add those individuals to a “new lead” campaign.
Based on any website activity, page visits, or form field inputs, you can automatically send helpful, related content that educates the prospect on relevant issues.
For example, depending on their inquiry, you might send educational content on healthcare trends or advice on long-term planning.
2. Nurturing existing leads
If you’re like most insurance agents, you’ve reached out to many a lead without hearing anything back.
You can automate communication with these individuals by putting them in a nurture track.
This is the perfect spot for folks who might not be willing to buy right now but are possibly interested in working with you in the future.
Along with educational content, you can send information about coverage options so your leads keep your offerings in mind. If the lead is approaching 65, you can share content on eligibility requirements to help them navigate a new season of life.
Whatever content you’re sending, make sure it’s as targeted as possible to engage your leads on a personal level.
3. Welcoming new policyholders
Once a lead becomes a client, it’s critical to give them a great first impression.
With email automation, you can ensure that you communicate with each client immediately after the sale while subscribing them to your agency’s newsletter.
New clients should receive targeted information about current products as well as important calendar notices—like birthdays and policy renewal dates.
4. Retaining existing clients
According to one study, lowering your client churn rate by 5 percent can increase profitability by up to 125 percent!
You read that correctly.
It’s one thing to get a client; it’s quite another thing to keep them for the long haul.
You can use email automation to engage existing clients by sharing relevant content about related products and topics of interest. When you position yourself as a trusted adviser, your clients are more likely to stay loyal to your agency and renew their policies.
Each of these examples represents a critical opportunity at an important stage in your lead funnel.
A comprehensive email marketing campaign can help you manage your lead funnel more efficiently and effectively—helping you convert more prospects, keep your existing clients happy, and—ultimately—grow your bottom line.
By using email automation to streamline this outreach, your agents can focus on engaging with high-priority leads while nurturing all existing relationships—and in a fraction of the time.
Reach out to AgentCubed through the contact form below to learn how to implement drip marketing campaigns into your lead nurturing strategies.
Growing your insurance business starts with delighting your clients on a regular basis and adding as much value as you can. Click here to learn more about a simple way to support those efforts.