Insurance Email Marketing to Messenger Marketing

You may be wondering that why this guy who keep sending communication about Chatbot is now talking on Insurance Email Marketing. Now every marketing channel has its own importance and for our own company we use emails heavily along with other communication channels. If you are not using email marketing for insurance agency then you should start doing it and in this article we will share few tips to get started with insurance email marketing. Once you have email marketing in place we will highly recommend to complement it with messenger marketing.

Why Do you need Email Marketing for Insurance Agency?

Once common theme which I have seen across insurance agencies is that they have huge number of existing customers but they are not able to engage them or cross sell other insurance products which customer may need.

1. Educating Customers

Most of the insurance companies and agencies can email and educate their customers about the importance and nuances of different kind of insurance products. You may already have 100’s of blog article written on various topics which you can email your existing customers in automated fashion.  For example when you send article related to insuring engagement ring then it may prompt them to think about it and when they want to know more about it they will reach out to you.

2. Out of Sight out of mind

One of the biggest challenge which insurance industry is facing is that customer is only interacting during policy issue/ re issue or in few cases during claims. So if a customer is not hearing from you for a year they may forget about you. One good way to keep them engaged is by sending regular emails with valuable information.

3. Nurturing Leads

Many times customer may provide you email address via lead magnet but they may not be ready to purchase an insurance product. In this case you can send sequence of emails to nurture this lead so that once they are ready to purchase you will be first one they will connect. For example if customer provided you email via Facebook ad to access your article on “5 ways to save on homeowners insurance” . In this case you know you can send sequence of emails related to homeowners insurance and keep them engaged.

4. Cross Selling of Products

You already have list of existing customers and there is always opportunity to offer them other insurance products as well. Cross-selling of insurance to existing customers is easier than acquiring new one. But make sure you have segmented your email list based on lines of business so that you don’t sell product to customer who already has bought one from you.

How to go about Insurance Email Marketing

1)Creating Email List

Existing Customers

You may have hundreds, thousands or maybe millions of existing customers and they can be part of your mailing list.

Lead Magnet for Prospects

97% of people coming to your website are prospects and may not fill your contact form or quote request. In order to get emails from prospects you will need some kind of a lead magnet where they provide their email in exchange for something free and valuable. For example to people coming to Homeowners Insurance page you can offer “ 5 ways to save on Homeowners Insurance “ in exchange for their email.

2) Email Automation

In order to reach out to customers/prospects you will need email automation software. You may already have one or you can get Active Campaign which we use for our business. You can upload you email list to software or software provider can do it for you. Once you have emails uploaded you can start composing and scheduling mails on a regular basis.  You can also set a sequence for new customers or leads. Feel free to send them articles or material which you published earlier as they may have not seen it and it will valuable for them.

Messenger Marketing for Insurance Agency

1)Amplify results

If you combine email marketing with messenger marketing then you can get amplified results. You can leverage Chatbot to send them message and inform them about article or email which you just shared. We have seen that messenger has open rate of 70%+ hence you have higher chances to delivering message to your customers.

For example you may have sent email to a customer regarding their policy which is due for re-new shortly and you are not getting their response. In this case you can send a quick message reminding of email and last date by which you are expecting response.

2) Lead Generation

In your email you can also send a link which connects your customers to a messenger and they can provide their information. For example when you emailed them an article “ 5 ways to save on Homeowners Insurance “ , you can have all to action link where you ask them if they want to save on their home insurance. This link will connect them to Chatbot and will collect information you need to generate a home insurance quote.

How to generate leads online via Chatbot

Hopefully this article was useful to you and helped in learning something new. Please share it with anyone who may benefit from it.

If your business need a Chatbot please connect with us via messenger 🙂 or setup a quick demo via link below.

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