Insurance Email Marketing Examples: Proven Strategies for Higher Customer Retention

Do you know how successful your insurance email marketing campaigns can be? According to HubSpot, emails in this industry have an average Click-To-Open Rate (CTR) of 39.10%. While this isn't the highest rate among business niches, it's still better than many, including IT.

And what about you? How many email views did you record last year? What were your open and conversion rates? Lower than the market average? Well, that means your strategy might have several shortcomings.

In this article, you will learn about the best email marketing concepts for insurance companies, explore real-life examples, and get tips for creating your own effective strategy.

What is Email Marketing for Insurance Companies?

As a representative of the sector, you likely already understand the value of advertising and its role in business competitiveness and profitability. Traditional SEO, external materials, PR — all of these are undeniably effective tools.

Still, when it comes to life insurance email marketing, it’s not a very popular method of promoting the company, even though it can be highly effective.

While seeing your brand’s name online, users may not pay much attention. But upon receiving a personalized email, they will remember it, or at least recall it when they need an insurance policy.

In other words, email marketing is a tool that allows you to engage with both existing and potential audiences, increasing insurance product sales with minimal investment.

The Importance of Email Marketing in the Insurance Industry

Not everyone fully understands the real value of email marketing for life insurance. As a result, this type of promotion is often ignored, leading to missed opportunities, including financial ones.

Here are a few points that highlight the importance of email marketing in the insurance business:

• Constant communication channel. Access to your audience’s attention 24/7/365, regardless of where they are.
• Engagement with all client types. Potential, new, and veteran policyholders are equally within reach.
• Automation of business processes. Attracting customers, notifying them about contract changes, and promoting special offers through email marketing APIs.
• Audience expansion. Lead generation through the integration of new contacts into your existing email list and working with potential clients (cold emailing).
• Building company value. Shaping the image of a caring and attentive insurance provider through personalized email sequences.

In summary, the importance of email marketing lies in its ability to maintain contact with your target audience, build communication, and promote services. However, this is only a small part of the benefits you will gain by running your email campaigns.

Benefits of Email Marketing for Insurance Companies

Email marketing for life insurance is a valuable investment, with a conversion rate close to 0.32%, or one policy sale per 309 emails sent. Not too impressive? Well, later we’ll explain how to boost this figure.

As for indirect financial benefits, insurance email marketing offers plenty, including:

• Personalized communication. Understanding your customers can encourage them to spend more on your services.
• Relationship building. Constant communication improves the audience’s perception of your business.
• Customer retention. Notifications, messages, offers, and other types of communication create a positive brand image.
• Lead generation. Attracting a new audience through cold emails with enticing offers brings more revenue.
• Increased sales. Consistent email campaigns ensure lead conversion into customers and policyholders.
• Automation of communication. With templates, you no longer need to manually compose your responses.
• Improved awareness. Informative content, newsletters, and bulletins help clients better understand your brand’s services.
• Branding. Building a positive and responsible reputation is another benefit of proactive email marketing.
• Reminders and handling abandonments. Promotions, policy condition updates, and other reminders bring more value for customers.

And these are just the visible benefits. The more emails you send, the more profitable your insurance email marketing becomes, examples of which we will discuss next.

Types of Email Marketing for Insurance

Email marketing for insurance companies can take various forms according to the goals of the current campaign. At the same time, the formats of the emails are fairly limited and include only a few types, such as:

• Welcome email
• Product recommendations
• Newsletters
• Renewal reminders
• Client feedback

Each of them has its own characteristics and role in the message chains. Below we’ll examine insurance email marketing examples of all the listed email formats.

Welcome Email

Source: (reallygoodemails)

Any life insurance email marketing strategy includes welcome messages for new clients. These should align with your brand's Tone of Voice (ToV) and include enough personalization to make each reader feel important.

In this email, you can describe your own advantages, offer promotional insurance packages, or encourage certain actions, such as subscribing to updates or following your social media pages.

The main objective is to show the client that they are not “just another record in your system”, but a truly valued policyholder.

Product Recommendations

Source: (reallygoodemails)

Email marketing for life insurance can be a tool for promoting your new policies and products. For example, if you're discontinuing an offer and wish to cancel active agreements early, you can simply suggest that clients review the updates and gently encourage them to switch policies.

This can be done using tools like temporary discounts, compensation for unused insurance periods, and so on.

Alternatively, you can simply introduce clients to new policies, with the goal of offering them these products on an ongoing basis in the future.

Newsletters

Source: (reallygoodemails)

One of the great insurance email marketing examples that can be used to warm up audience interest is simply informing clients about company events, achievements, possible updates, participation in socially beneficial projects, etc., without offering new products or policies.

The value of such emails lies in their informational and entertaining nature. In other words, you're just reminding clients about your presence while simultaneously working on building your reputation within the audience.

Consider this as a non-profitable investment that will pay off later when you offer something to your current or potential policyholders. Remember, the only call to action here could be a request to subscribe to digest updates or follow your social media pages.

Renewal Reminders

Source: (reallygoodemails)

In the strategy of email marketing for life insurance, regular communication with clients, especially in the context of policy renewal reminders, is considered good practice. While many countries have mandatory public insurance programs, this does not mean that your company will automatically capture the majority of the audience.

With reminders, you can not only inform clients in advance about the need to renew their policies, but also offer them packages that match their exact needs.

For example, you can offer car owners additional coverage options that address common situations in specific regions. This way, you increase your chances of selling expanded insurance packages.

Client Feedback

Source: (reallygoodemails)

Insurance email marketing allows you not only to offer something and inform clients, but also to collect feedback for further analysis of your business performance. For example, after policy renewal, processing an insurance claim, etc., you can ask them to provide feedback on your service, or complete a survey.

This type of message covers several objectives, like showing your interest in the quality of the customer’s user experience, helping you collect data, and demonstrating a professional approach.

Even if you receive the most negative response, the outcome will still be positive because the policyholder may express their emotions but will remain your customer.

Strategies for Business Growth Through Email Marketing

There are many strategies of email marketing for insurance companies, however, most of them are based on just five concepts, albeit in slightly different formats. These include:

• Utilize automation for customized email campaigns,
• Conduct A/B testing on email variations,
• Boost referrals by offering incentives,
• Foster urgency in your email communications,
• Focus on mobility.

Ready to learn some secrets to a successful email campaign? Keep reading.

Utilize Automation for Customized Email Campaigns

Forget about manually crafting emails. Yes, you can create several templates, but sending each message manually is simply not cost-effective.

Services and tools like UniOne allow you to send thousands of emails almost instantly. In just a few minutes, you can integrate your address database, set up templates, data spin, and schedule the send time. After that, the system will execute the specified actions and send personalized emails to the intended recipients.

Conduct A/B Testing on Email Variations

The same email doesn’t work twice. Launch several parallel email chains with different content, ToV, and CTAs. Test variations and choose the best and most effective ones.

And no, that’s not all. Improve the top-performing emails, create their variations, and restart the campaign. Challenging? Yes, but the result is worth the effort.

The more ideas you work on, the more your campaign's potential unfolds. You can reach a broader audience, test ideas, concepts, and scale up.

Boost Referrals by Offering Incentives

The concept of life insurance email marketing revolves around continuously increasing the asset. The more engaging your campaigns are, the more users receive the emails, the higher the profit for each of them.

Use referrals, fill your address database, and expand your reach with each subsequent email chain. More recipients = more potential leads and customers.

Foster Urgency in Your Email Communications

Email marketing for life insurance is about timing. If you miss the moment, the client will go to your competitors. You must be constantly on the line, sending emails at least once a week.

Promotions, new policies, holidays, events — these are all opportunities to knock on the inbox and say, "Here we are, we have something for you." At the same time, don’t become annoying. Test different frequencies for the highest open rate and adjust your email campaigns so that your email chains don't end up in the Spam folder.

Focus on Mobility

Over 90% of your target audience uses smartphones and tablets to check their email. Want to be in the pocket of your current and potential clients?

Format your emails to be easily read on smaller displays. Use moderate fonts, save user traffic with less visual content, and apply mobile formatting or use adaptive design.

How UniOne Supports Insurance Agents in Their Email Marketing Efforts

Don't know where to start your email marketing life insurance campaign? Get help from UniOne’s experts!

Our specialists will provide you with comprehensive consultations, help you create your first email templates, and give you access to automation tools for your campaigns.

Ready to boost your marketing campaign? Fill out the form for a consultation with a UniOne representative!

Conclusion

Insurance email marketing, examples of which you have seen in the previous sections, aims to improve communication between the business and clients, enhance branding, and even scale operations.

Yes, email marketing may work more slowly than other types of promotion and have lower conversion rates.

However, it is an optimal solution for client retention and lead generation, with its effectiveness depending solely on your ability and willingness to improve the campaign.

So, if you want the maximum profit: conduct A/B testing on email chains, automate the mailing process using UniOne’s API, analyze campaign performance, and improve it!

FAQ

What strategies can I use to increase insurance policy sales through email marketing?

At a minimum, these include: utilizing automation for customized email campaigns, conducting A/B testing on email variations, boosting referrals by offering incentives, and fostering urgency in your email communications.

What role do follow-up emails play in maintaining client relationships?

Follow-up emails show your interest in each client and allow you to personalize offers, improving the audience's attitude toward your brand and potentially increasing sales.

What are the common mistakes to avoid in insurance email marketing?

Avoid heavy design elements, spelling errors, spammy, repetitive messages, and negativity in emails directed against competitors.