A Basic Guide To E-Mail Marketing For Insurance Agencies ( 2019 Version)

Did you know that e-mail marketing is the most effective way to market your insurance agency?


Most people don’t believe me when I tell them. But it’s true!

It’s the oldest form of communication on the internet and still the most used.

There are around 3 BILLION e-mail users in the world.

So how do you harness the immense power of e-mail marketing for your insurance agency?

It’s not very complicated at all.


  • Step 1: Build an e-mail List
  • Step 2: Send good e-mails to that list.
  • Step 3: Make more money!


That’s it.

Those are the only three steps required.

But each step obviously has a little more to it.

So let’s start at Step 1.


Step 1: Collecting e-mails through your website and building a list.

To turn e-mails into money you need an audience to market to. The process of creating this audience is referred to as building your e-mail “list”.

You need to build that list manually and everyone on it has to be on it because they want to be.

The best way to do it is to create a contact form on your WordPress website. This will allow the client, existing or not, to give you their permission to e-mail them.

When starting out you want to look at the two types of people that you will be adding to your list. People who you have already done business with and potential customers.

You already should have the e-mail addresses of your current clients. So e-mail them a link to the form on your site where they can sign up and join your e-mail list.

This step is again, to confirm that they want e-mails from you.

Well, how do you get the e-mails of people who don’t know you at all?

To get their e-mails, you have to give them a piece of valuable information in exchange for their e-mail.

This can be a free quote or a document that teaches them something. Even a small sample of your goods or services.

It could also be a social media post on Facebook or LinkedIn.

Getting potential new clients takes a little more work. So I recommend hitting up your current clients first.

They already know you and are most likely to join.

They are also going to be way easier to up-sell as well.

So once you get the O.K. to add their e-mail to your list what’s the best way to manage it?

E-mail marketing software.

What is e-mail marketing software and which should you use for an e-mail campaign?

You aren’t going to want to attempt to manage your e-mail list purely through your Gmail. That wouldn’t be very efficient.

Using e-mail marketing software allows you to send out tons of e-mails at once. It also allows you to keep track of who has opened what e-mails and what actions they have taken.

You will be able to automate most of your e-mail campaigns with e-mail marketing software. This will save you a ton of time in the long run.

I recommend you start with a program called MailChimp. It’s pretty user-friendly and like most e-mail software, free to get started with.
Nothing in life is free though right? Expect any e-mail software to charge you a fee as your list grows.


I recommend MailChimp for someone just starting with e-mail marketing.


It usually will go up in increments say with every 500 to 1000 list members you gain.

If you are making money off the list though that price should be well worth it.

Here is a list of e-mail marketing software in no particular order:

  • MailChimp
  • Active Campaign
  • Constant Contact
  • Drip
  • GetResponse
  • Aweber
  • ConvertKit

There is also larger suite software like InfusionSoft.

Infusionsoft offers e-mail marketing and list management along with other customer management tools. That’s a conversation for another day and another blog post.

The best thing about using software, besides making things easier, is being able to segment your members.

Segmenting allows you to send specific e-mails to certain groups within your list.

This makes selling products both targeted and more successful.


Step 2: What kind of content should you have in your e-mails?

Once your list is growing and you have software to use, what’s your next step?

Sending an e-mail of course.

Not all e-mails are appropriate for everyone. You will want to write specific e-mails to different customers. This will depend on what stage of the customer journey they are on.

Here are some examples of different types of e-mails:

Welcome E-mails — Welcome e-mails get sent out when someone joins your list.

They have a much larger open rate than your average e-mail. And are key to starting the relationship while you are still fresh in their mind.

If you wait a few days they may not remember who you or your company are.

Brand Building — Important especially for new members of your list. This helps to solidify the relationship.

It also gives them a better idea of your company and its values.

You can also open a conversation that will plant the seed for future purchases.

Sales / Promotion — Lets list members know about your product or service.

These e-mails can also promote an upcoming launch of a new product or discount of an existing product. You may want to send these out the most. Don’t.

List members will ignore all future e-mails from you. Even unsubscribe if you come across too sales-y.

Informational — These help to make sure that you are giving your list members more than sales pitches. These can help to establish you and your company as a leader in your industry.

They also increase good feelings towards you as it shows them that you have their best interests in mind. Send these out as much as possible but make sure the information is relevant.


Putting some thought into the content of your e-mails makes them way more effective.


Step 3: Turning E-Mails Into New Clients / Money!

The most important part of this process is turning the list into more business.

If you’ve built a large enough list and put some thought into the e-mails you are sending it should all fall into place.

Make sure you have a goal with each campaign and give the reader a firm action to take. Each e-mail should set up the last one where you ask them to do something.

At the end of the set of e-mails, you need to tell the reader what it is you want them to do.

You may want them to come into your agency or send you a copy of their current policy. Make this next action easy.

The last e-mail should contain a link to your booking software. Or instructions on how to send you the documents.



So let’s wrap things up by recapping the basics of e-mail marketing.


E-mail marketing helps small business by sending out targeted e-mails. This allows you to make more money from your current customers. It will also allow you to establish a relationship with potential buyers.

Most e-mail software is free to start and charge more the larger your list. Their premium pricing also included features their free tier may not.

When it comes to sending e-mail don’t be too sales-y. Write as you would to a friend and give as much value as you can. Make people want to stick around and look forward to your next e-mail.

Give the reader a sequence of e-mails that prepares them for the action you want them to take. That action should be in the last e-mail.

Thanks for joining me and let me know in the comments if you have any questions!

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Nick Line

Nick is the Owner of My Insurance Design. He lays in bed at night and thinks about digital marketing and how he can use it to help independent insurance agencies. It's pretty sad. He knows it.