As more and better email automation technologies are released on the market, it’s never been easier for small, independent insurance agencies to compete with large agencies for buyers’ inboxes. And while most agencies we work with know that email marketing is important to an agency’s overall marketing strategy, many aren’t sure exactly what should go into an agency email or how often emails should go out.
Drip marketing, a form of email automation that sends messages to customers or prospects over time, makes it possible for agencies to keep markets engaged without overwhelming inboxes with messages. Similarly, transactional emails are emails automated to send when a recipient performs a certain action. For example, a transactional email may be triggered when a new customer logs in to your website for the first time.
Both of these automated approaches allow agencies to set up a just-right schedule that sends gentle reminders of your existence without giving off an inbox stalker vibe. However, they don’t necessarily help with identifying what to put in emails. So if you’re struggling to scrape up enough content to create a compelling email campaign, consider adding some of these elements for the sake of variety and interest.
Personalized greetings on birthdays and holidays
Tips and updates to keep customers informed during storms, power outages, and other crises
Insurance industry news and reports of interest
Links to your agency’s latest blog posts
Short bios on staff to remind buyers that they’re dealing with real people
Brief testimonials from happy customers
Access to webinars, tutorials, and other engaging educational content
Quick, instructional videos
Special offers
Event reminders, such as annual renewals and insurance-related seasonal activities
Information on complementary products for the cross-sell
Have we forgotten any? What do you include in your agency’s emails?