Best Practices for Agency Email Marketing and Lead Nurturing

Posted on

May 24th, 2024

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Insurance agency growth through email marketing and lead nurturing involves building a prospect list, developing content, sending campaigns, and tracking recipient interactions. But there’s much more to it than that. Today we’ll explore the in’s and out’s of email marketing and lead nurturing for insurance agencies.

How are your defining and refining your target profile? Which contracts have been most beneficial for your agency? Which prospects qualities make a deal most likely to close? Most likely to renew? Investing your time where it will prove most fruitful improves performance, job satisfaction, and provides the most room for creativity, teambuilding, rewards and bonuses, and other things that promote a healthy and sustainable workplace.

Once you’ve identified target prospect qualities, filtered your current contact lists to remove poor prospects, and added fresh new prospects to your list, it’s time to verify deliverability. There are many services available for this purpose. Fees vary, but the process is very important – this will help reduce the chances of your emails reaching dead inboxes or generating issues with your email marketing platform of choice.

After refining your list and deliverability verification, it’s time to build the message. Some email campaigns should be more educational in nature – it’s important that your prospects feel like you understand their needs and that you care about more than just making a profit off of them. Emails with a more educational angle tend to receive more engagement (opens, clicks, etc.) which improves brand awareness and makes it more likely that your agency will be seen as well informed and serious about risk, compliance, and other issues relevant to your prospects and clients.

To close more business, it’s also important to build sales-related content. Some of your emails should be direct and CTA-oriented. Your prospects have pain points and you’re here to address them. You have something to offer and they should know what it is. This is your chance. What do you need them to know about you? Why do you matter as an agency? You won’t get a lot of time from most prospects, so your message needs to be succinct and impactful, in terms of words as well as visuals. What colors do you leverage in your branding? How are you drawing attention to the areas of the email that are most relevant to conversion? Once a prospect has clicked on a link to your site, where is it taking them? Does the page load quickly? Will it be clear to them what to do once they get there?

It’s important to include a phone number in your emails, though prospects are much more likely to click through to your website than they are to call. Being prepared to receive phone calls, reply emails, form submissions, and even social media responses will help maximize the return on the time and money you invest in this process. But all of this just serves to expand the funnel. So how do you close?

Eventually you’ll almost always needs phone calls or web meetings to seal the deal. Sometimes prospects even want to meet face-to-face, though this is increasingly uncommon. Once you’re on a call with a prospect, do you have your elevator pitch down to a science? How do you modify it to tailor to the prospect’s individual concerns while staying on message? Are your rates competitive? What are your value adds? Are your contract documents transparent and accessible? What steps have you taken to minimize the stress and complexity for your prospects to sign on?

Sometimes the “secret shopper” perspective can be helpful as well – find people from outside the agency to behave as prospects, have them take notes on the sales and marketing experience, and use the feedback to improve areas where your team is currently lacking. There is always opportunity for growth and refinement. Agency email marketing and appointment setting can help you get on a great path at any point in your journey, but only if you commit to the process and understand how to see beyond your own perspective.

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