It only takes one move - wrapping and packing individual pieces of china, loading a giant moving van, navigating narrow streets and then finding a parking space for said moving van, unloading all of the boxes and furniture, unpacking and unwrapping, finding once again the perfect spot for grandma’s armoire - to realize that you never want to move again.

The more stuff you have to move, the less likely you are to do so cavalierly. Once you’ve gotten comfortable and settled in, arranged everything where you can find it easily, it’s going to take something pretty earth-shattering to convince you to go through the hassle again.

That’s why cross-selling is such a critical marketing move for insurance agents. The more products your clients hold with you, the less likely they are to shop around with your competitors.

While numerous cross-selling strategies exist, there’s one tactic that is as effective as it is easy to carry out. If your agency has invested in transactional emails, those emails provide the perfect opportunity to passively cross-sell to each and every serious lead and client who visits your website.

In case the term transactional email is new to you, let’s start with a definition.

A transactional email is triggered based on an action taken by an online visitor. For example, when a prospect requests a quote online, an automatic thank you email is delivered to their inbox. Other transactional emails may include:

Aside from the initial creation of these emails and assessing their effectiveness, no other work is required on your part.

As these emails are going to be going out to individuals who are already interested in your offerings, the click rates are exceptional. Transactional emails have a 6x higher click rate than bulk emails such as monthly e-newsletters, and when the emails are crafted to have a personal touch, there’s a 41% increase in unique clicks!

When businesses take advantage of this tactic, they stand to see a more than 20% revenue increase, simply by adding a selection of related products to an automated email. In one case study, 400-500 customers per month click recommendations added to purchase confirmation emails, and 19% who clicked went on to complete another purchase.

If your agency hasn’t begun to take full advantage of transactional emails as cross-sell devices or you’re not seeing the ROI that you want to see, contact the insurance marketing experts at AgenciesOnline for a consultation on how to make your email marketing more effective.