Something we’re asked about very often is “how can we market insurance products differently?”
The truth is...
There are literally hundreds of ways.
But today, in this article, I am going to show you exactly how automated yet personalised emails promoting insurance products in an extremely effective way can be automatically sent to leads that want information from you and how they can be sent at just the right moment.
Technology is getting so smart that you can trigger well crafted and personalised emails to be sent to your leads at just the right time, with just the right information on the insurance topic the lead is pondering over at that very moment.
Considering this, the days of Mailchimp are well and truly numbered.
The world of digital marketing has said goodbye and good riddance to spammy bulk emails sent to database lists. The plain and simple truth is methods like that just don’t work and do more harm than good to your business and reputation.
Let me give you an example of the power of modern day email marketing in the insurance industry at it’s best.
Using the power of inbound marketing when visitors to your website convert into a lead by downloading a lead magnet (free guide) in exchange for their contact information, their interactions with your business online, for example the pages visited on your website, now become tracked and are recorded on their profile along with the rest of their information you capture.
Now if the lead visits a certain web page repeatedly, for example your page on “Business Continuity Insurance”, then on the second recorded visit to that page (or whichever number you would like the trigger nurture set at) a personalised email is triggered like the example below and sent to them immediately with the purpose of getting them to engage and communicate with you.
For example: Business Continuity Insurance - Trigger Nurture
Hi (First Name)
It was 4.35pm and our client heard a huge explosion in their warehouse!
They rush outside to see what caused the noise only to find the back of their warehouse up in flames.
In a frantic panic they rush inside to call emergency services.
Luckily everyone gets out safe and within minutes fire trucks arrive with sirens blaring and cordon off the area.
Our client and his 5 staff stand helpless watching their entire livelihood go up in flames.
So what happens now?
Our client still has bills to pay and 5 families that rely on him to pay their mortgages.
He has over $800,000 of plant and stock that needs to be replaced and he has customer contracts he needs to fulfill.
To cut a long story short our clients business was fully insured and survived.
The best part of this sad story...
We were fully prepared for this situation.
We had already identified this as a significant risk and implemented the appropriate risk management procedures and insurance program to ensure his business would be protected for this very day.
But, what about you (First name)?
What are your significant risks?
Are you adequately protected?
(Your brokerage website)
This trigger nurture could be set to send this email when the following occurs:
The contact property is equal to: LEAD
Therefore, a lead receives this email at the time of visiting your webpage on Business Continuity Insurance for the second time.
It’s not only amazingly well timed but also incredibly helpful to educate the lead on just how important this type of cover is for them as a business owner in need of a customised insurance policy.
What’s even more impressive is that this email is so specific to precisely what is occupying the leads mind at that very moment!
This type of email marketing used to promote insurance products will only be triggered if the contact is classed as a lead. For example, if the contact had requested a quote or converted into a customer already then the email would not be triggered and, therefore, will not send.
You see when automated emails are used correctly they are an incredibly powerful tool in marketing insurance products.
The best part…
Once setup you can forget about it and let the automations do the work on autopilot.
If a lead replies to your automated email then it turns up in your email inbox just as any other email would for you to conveniently reply to.
The Personal Touch
Automated emails are not just static messages sent to your subscribers, automated emails sent to your leads marketing insurance products should be personalised and tailored to your prospects' actions and behaviours.
By utilising the contact details you capture from a lead through your website such as:
You are able to send highly personalised automated emails as their personal details will automatically populate into any message you template.
Not only will you see improved conversion rates when marketing insurance products this way, but you will begin to build rapport with your leads without even lifting a finger!
So how else can these automated emails be used to promote insurance products?
The most common method of using automated emails to sell insurance products is by using what’s called a ”Lead Nurture” also commonly known as workflows or automations. Lead nurtures consist of a sequence of emails aimed at educating the lead and equipping them to take the next step.
It’s the process of developing relationships with your leads at every stage of the sales funnel, and through every step of their buying journey. Focusing marketing and communication efforts on listening to the needs of your prospects, and providing the information and answers they need to make a buying decision.
A lead nurture has one goal in mind. As soon as the lead completes that goal they are taken out of the nurture so as to not receive any more emails on that specific topic.
This diagram represents a typical lead nurture for a potential customer at the bottom of your sales funnel in the decision stage. In this scenario a lead has downloaded information on your website but has not yet requested a quote. Therefore, the goal of this lead nurture is to guide your lead to request a quote.
What’s important to know here is that just like any other product being marketed, only a relatively small percentage of your leads obtained from the marketing of insurance products will be ready to make an immediate purchase, leaving upwards of 90% of your leads on the table.
Therefore, the importance of having an effective lead nurturing strategy to convert as much of that business left on the table into clients for your brokerage becomes very clear.
Research done by Forrester has shown that marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads. Furthermore, the research also reveals that companies that excel at lead nurturing generate 50% more sales at a 33% lower cost.
This is just the tip of the iceberg on how to market insurance products with automated emails. To learn more on how you can turn your website into a lead machine and email marketing to promote your brokerages services and products download our guide “Website Enhancement for Serious lead Generation”.