Email Marketing for Independent Insurance Agents

Email Marketing for Independent Insurance Agents 2

How do insurance agents use email marketing? 

Email marketing is a popular digital marketing strategy for independent agents. It involves the strategic use of email to communicate with prospects and customers to build awareness, educate clients and guide prospects through the sales journey.  

Why should insurance agents use email marketing?  

  • Direct and personalized communication. Rather than filtering through a third-party platform such as a social media site, your emails land directly in the inbox of your client or prospect. By segmenting your email list, you can create targeted emails that feel personalized and help keep you top of mind.  
  • Build relationships. Rather than using email only as a sales tool, you can share helpful insurance tips to show your value as a trusted advisor. You can also use email journeys to guide clients through onboarding, renewals and claims processes.  
  • High return on investment. According to the Data & Marketing Association, for every $1 spent on email marketing, companies receive an average return on investment of $42 

Every agency is responsible for ensuring that they are in compliance with all state and federal laws/regulations that govern their business, including, but not limited to, telemarketing, texting and commercial emails. If you have questions, please seek advice from your legal counsel.

Email marketing stats

of marketing professionals say email marketing drives customer acquisition (WBR Digital)
of respondents say marketing emails influence their purchase decisions (Salecycle)
average open rate for welcome emails (GetResponse)
Agency Success Stories 4

As soon as the COVID crisis hit, our agency’s President, JD Powers, started issuing a series of educational and informative emails to all of our hospitality clients.

We also created unique content specifically for restaurant owners. JD is a restaurant owner himself, so the emails included advice about what he was doing with his restaurant. Our goal was simply to provide whatever education and information we could. 

Those emails went over well with our hospitality customers. Some of our clients even forwarded them to friends within the industry, and we ended up writing three new franchise restaurant chains who reached out to us after seeing those emails.

Tim Davis
Director of Operations, POWERS Insurance & Risk Management

Curated Content
Learn more about email marketing

Liberty Mutual and Safeco Insurance

Video Panel: Email Marketing & Email Newsletters 101

Watch this video panel to hear how three independent insurance agents use email marketing.
Watch video
One Agents Alliance

The Easy Guide to Email Marketing for Insurance Agents

This guide from OAA explains some common types of emails and lays out the steps for building your email marketing strategy.
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Agent for the Future

How We Focused on Digital and Rebuilt Our Commercial Business Niche by Niche

Read one agency’s story of successfully using email marketing to boost retention and win new clients during COVID-19 lockdowns.
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Email marketing is a great step toward modernizing your digital capabilities. Explore our interactive framework for digital transformation below or click the “next” button at the bottom of the page to learn about the next digital capability.

Email Marketing for Independent Insurance Agents

Tune into this panel discussion to learn best practices for email marketing content

Safeco appointed agents click here.

Liberty Mutual appointed agents click here.