insurance email marketing

5 Email Marketing Tips for the Insurance Industry

If you haven’t already taken advantage of insurance email marketing, now is the time to start! While this digital marketing strategy isn’t the newest or flashiest, it’s one the longest-standing and most effective ways to connect with customers and increase sales.

Thanks to our work-from-home lifestyle and growing reliance on technology, email marketing is on the rise.

In 2020, 78% of marketers have seen an increase in email engagement over the past year (source), and 31% of marketers believe email newsletters are the best way to nurture leads (source).

For insurance agents, email marketing is a valuable way to boost sales, increase exposure, and maintain a strong relationship with existing clients.

Instead of using emails to make a direct sales pitch, your strategy should focus on building relationships with prospects and current customers. Here are five ways to improve your insurance email marketing strategy.

Try these 5 insurance email marketing tips to promote your business, create a personal relationship with clients, and increase sales.

Have a Mobile-First Mindset When It Comes to Email Design.

Smartphones are the new norm, making a mobile-first mindset an absolute must for insurance email marketers. A growing number of people are read their emails and making purchase decisions through their smartphones.

In 2018, early 60% of users read emails on their phones or through an app instead of using their computers (source). Here are a few tips to make your insurance marketing emails more mobile-friendly:

  • Keep your subject line 40 characters or less
  • Avoid lengthy paragraphs
  • Use clickable CTA buttons
  • Avoid large size images
  • Use responsive email design

Send an Automated Welcome Email to New Sign-Ups.

Your initial email is the first touchpoint with a potential customer, so it’s crucial to get it right. Using an automated campaign is an easy way to ensure every new subscriber to your email list receives a personalized welcome email.

Use your welcome email to thank them for joining your email list and inform them of the type of emails they can expect from you. While you should include a brief, personable introduction to your company, avoid lengthy paragraphs and sales pitches.

If you offered an incentive or special discount for joining your email list, be sure it’s included inside. You should also use this initial email to invite subscribers to follow your social media accounts and download your app.

Use Email Personalization to Ensure Success.

These days, consumers are inundated with emails, making an eye-catching subject line and preview text more important than ever.

Studies have found that personalized email subject lines generate a 50% higher open rate compared to emails without personalized subject lines (source).

Similarly, personalized offers and discounts can strengthen customer experiences.

Start with a simple birthday email, which has been shown to have a staggering 481% higher transaction rate than other promotional emails (source). Plus, birthdays are predictable, making them one of the easiest promotional campaigns to automate.

Insurance Email Marketing Must Provide More Than a Sales Pitch.

These days, you need more than a convincing sales pitch to keep your readers’ attention. Subscribers may not be ready to buy insurance right away, but your emails will keep your company top of mind when they do.

Instead of directly selling to customers, offer engaging and informative content that builds trust and provides additional value. Here are a few content ideas to consider:

  • Customer testimonials
  • Profiles of insurance agents
  • Updates on Industry news
  • Additional information about current or upcoming programs
  • Invitations to special events
  • Promote blog content, podcasts, and webinars

It’s equally as essential to connect with customers who have recently purchased insurance from you. Send new clients a thank-you email that includes your contact information and any instructions they should know.

You can also send feedback emails to collect information from customers who recently made a purchase or connected with your customer service team.

Use Your Social Media Pages and Posts to Your Advantage.

Social media is a great way to connect with prospects and build strong relationships with current customers. Be sure to link your social media pages in the footer of your emails.

Embedding social media posts into your marketing emails makes for more engaging emails and saves valuable time when creating content for insurance email marketing campaigns. Plus, cross-posting content helps boost engagement and followers on your social media accounts.

Social media is also a great way to build your email list. You can add a sign-up form directly to your Facebook page and Twitter account. Post occasional sneak peeks of email content and reminders to join your email list.

Analyze Your Performance Results from Past Campaigns to Improve Future Emails.

Analyzing the metrics from your current insurance email marketing campaigns can you identity opportunities to improve your future strategy. Here are some basic email marketing metrics you should be tracking:

  • Open rate
  • Click-through-rate (CTR)
  • Conversion rate
  • Revenue per email and overall ROI
  • Number of unsubscribes

It’s important to compare emails that led to sales with emails that fell flat. What was the difference between them, and what went wrong? If you’re unsure of how to improve your email marketing strategy, grow your email list, or increase sales, Asset Digital Communications can help.