Unlike before where insurance agents had face-to-face interactions with customers, everything is done online today. Attaining quotes and researching insurance via the web, communicating with agents online, etc. is the basic requisite now. But for insurance agents, taking care of various client requests, handling admin duties, closing sales along with handling the digital communications can be too much to handle. Email marketing helps in building rapport with customers while optimizing the efforts.
Scheduling and automation make easier the otherwise pressurizing task of manually sending emails on time and tracking them. Email marketing tools help in creating and running campaigns to stay connected with customers and prospects, without a hitch.
For most people today, email offers a direct line of communication. For insurance agents to use this fact to their benefit and to reach out to existing policyholders and potential prospects, the keywords are 'quality' and 'quantity'. While everyday emails are one thing, to stay connected and yet not be overpowering is what makes the email strategy work. Try to be helpful and inspire, share information, and avoid hard selling.
Sharing information about discounts, joint policies or policy bundles isn't a bad thing. But try to keep it as minimal as possible. Instead share safety tips, emergency care procedures, health tips, etc. or anything that is educational and editorial (& not advisory). To leave a lasting impression, focus more on assisting and less on selling.
Insurance is an industry where referrals can actually be quite effective. While rewarding every referral may not be an option as an agent, running a contest can be more effective and while you are at it, use social media to spread the word around faster.
Every customer has a personal reason for taking an Insurance. Draft content that is relevant and relatable to individual, the country and the region that you are in. Don't try to go overboard with international examples if the audience in question cannot relate to it.
If you need to make the customers feel secure, consistency is a must. So, plan the campaign, set emails to be sent at a particular day, and time, so that both the message and the brand images stay stronger in the minds of the target audience.
Track the sends and delivery rates, open and click-through rates, and tweak the content if the analytics say so. Try to refresh the strategy every once in a while, to stay true to what the customers expect.
While emails can be sent to many, it is important to stick to the mailing list that is approved. Only send emails to those who have approved or given permission and try not to spam the inboxes. Also, client data should be kept private unless it is permitted and share through a one-on-one email.
Use Campaign features, customize email templates that resonate with your branding. Create unique messages, or messaging styles and schedule the emails to be delivered at the designated date and time. The Automation feature ensures that the email will be sent as scheduled, with the message & customizations.
Drag, drop, add new elements, and create custom campaign designs. Add social media connections and set templates to build a brand image.
Send targeted content to segmented customer groups. For instance, old age pension plans for certain age groups, travel, or accident coverage information for others. Also increase loyalty by sending personalized messages to customers on their birthdays or about their existing policy terms, etc.
Integrate emails with existing tools and social media platforms and be a part of the customer's journey. Email marketing integration helps in building up a clear and intelligent customer profile, makes lead management easier, and provides the scope to make improvements and increase outreach.
Email marketing tools have an inbuilt tracking feature that collects data about the campaign from emails and also from other integrated tools. This data can help in analyzing the campaign responses and making improvements based on the results. Insurance agents can close more insurance sales with real-time reporting, and create follow-up campaigns based on the success rates.
