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
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.