Log In
Managing the client relationship is more than just performance, it’s about trust, education and setting the right expectations. In an industry where emotions run high, advisors and agents who master client communication stand out amongst the competition. In today’s age of digital communication, email marketing strategies for insurance agents and financial advisors have become very important. According to Porch Group Media, 72% of U.S. consumers choose email as their preferred method of contact. This presents a huge opportunity for improving client retention, prospecting and lead generation strategies.
Unlock Growth With Email Marketing
Email is a significant part of daily life for many demographics. To that point, it’s estimated that 99% of email users will check their email at least once per day in 2025. With statistics like that, there’s no doubt that email marketing is essential to virtually every agent and advisor. It’s important to remember that client confidence isn’t built overnight. It’s reinforced through consistent multi-channel communication.
Benefits of email marketing for insurance agents and financial professionals include:
- Staying connected with your clients
- Educating clients without selling to them
- Promoting events, reviews and value-added services
- Easily segmenting prospects and clients
- Driving traffic to your calendar, content or event
Over 84% of users 65 and older use email. Source: Porch Group Media.
How to Get Started With Your Current Clients
An easy way to gain momentum in email marketing is to start emailing your current client list ― an audience who already knows you. Emailing them about company updates, reminders, events and more, is an effective way for staying in touch and on their radar.
Uncertainty can rise in your clients’ minds. Their trust in you can crack. They need reassurance and clarity. They need to know you’re here to guide them through difficult moments and anticipate their concerns even before they ask a question. That’s why it is so important to be proactive in your email marketing strategy. These emails can provide clients with continuous education and communication to help them instill confidence in you even during uncertain times.
Email Marketing With Prospects
It’s extremely important to stay in front of prospects, especially when their buying intent is highest. Those first few days after a prospect signs up for your email, attends a seminar, etc., is your window for staying top of mind, and the perfect time to start email automation strategies. There are some great tools to help you in this regard, including Mailchimp, HubSpot and Constant Contact.
After someone enrolls in your email, set up a drip campaign that covers the following:
- Welcome email
- A client story or testimonial
- “Did you know” series, or a “quick tip” series
- General services or overview of your business, including a link to your website
- Consultation invitation
How to Create a Great Email
Insurance agents and financial advisors strive to create emails that have a high probability of being opened, read and responded to. Below, you will find a great outline of proven points that can help you in creating effective emails.
Clear subject line
The window for catching a client’s attention in their inbox is narrow. That’s why subject lines need to be short and to the point. For example, ‘Quick Medicare Check-In’ works better than ‘Important Information Regarding Your Health Plan Options’.
Personalization
Use the name of your client or prospect in the email. That way, it feels less like a mass-email blast and more like a personal conversation. It doesn’t have to be anything elaborate. Something as simple as 'Hi John, I saw you downloaded our retirement checklist' works just fine.
Concise, value focused copy
There’s no need to write a novel. In fact, long emails are notorious for losing the reader’s attention. Give them one main idea, and make the content about them, not you. ‘Here’s how to avoid a surprise tax bill in retirement’ beats ‘Let me tell you all about my firm’.
Call-to-action (CTA)
Be sure to end your email with a clear CTA. Examples include ‘schedule a call’ and ‘download our guide’.
Mobile-friendly format
These days, nearly everyone owns a smartphone or tablet. Therefore, it’s imperative that your emails are mobile friendly. Formatting your communications this way ensures that the reader gets a positive experience regardless of the device being used.
Growing Your Contact List
Without a good list, even the best email strategy will fall short. So, how does an agent grow their contact list? Here are a few suggestions:
- Maximize your social media content and presence
- Leverage lead magnets such as guides and white papers
- Use organic methods through search engine optimization (SEO), in-person or online events, and social media
It takes an average of eight touches to get an initial meeting with a prospect.
Source: RAIN Group ‘Top Performance in Sales Prospecting’
Email Marketing in Conclusion
Email marketing is here to stay. Don’t let it become overwhelming. Start with small steps and utilize the many nuggets described in this blog. Also, if you’re an agent who prefers to focus on selling versus email strategy, you can always hire a marketing assistant to spearhead these duties.
More Marketing Resources for Insurance Agents and Financial Advisors
Looking for additional marketing content? Senior Market Sales® (SMS) offers exclusive marketing materials through its Client Stream® marketing solution. These materials help you save time so that you can meet with more clients and close more sales. Client Stream can provide you with marketing support, access to compliant materials, client acquisition tools, lead generation and more!
Want more marketing content for your business?
Fill out this form or feel free to speak to an SMS marketing consultant at 1.800.786.5566, to get started!
Share this blog post:
