Out with the Old. In with the New Normal for Email Marketing

May 19, 2020 Heather Cherry

As restrictions begin to lift in several areas, we are settling into a COVID-19 world. Insurance agents need to shift email marketing strategies to accommodate the changing insurance landscape and help clients adjust to the new normal.

Here are some ways you can modify your marketing emails to stay relevant and engaging during this time of uncertainty.

Campaign Schedule

COVID-19 has turned just about everyone’s schedules upside-down. So, you may want to revisit the timing and cadence of your email campaigns.

With so many people working from home, people’s schedules have changed. For most of us, that means no more morning commute. It also means personal internet browsing times have changed.  Employees are spending long hours on their computers at home. They are less likely to want to continue online activities after work.

When you send your email campaign is a significant factor in its effectiveness. You don’t want to see your emails buried in the inboxes of your prospects or clients.

The Fix: Test (again). Even if you’ve already spent a lot of time testing to find the optimal days to send your emails, it’s time to gather that data again. I’m confident you’ll see different results.


As we move into this new time within the COVID-19 pandemic, you need to adapt your email content to the evolving crisis. Initially, your email content may have been about your agency’s office closures or workplace health and safety. Shift your messaging to stay relevant now that we have established routines and systems.

The Fix: Stay aware and positive but move onto more valuable content relevant to the current state of the pandemic. Examples of this could be ways your clients can cope with the new normal, how they should prepare to return to the public workforce, etc.

Value Proposition

With the economy at a low point and unemployment rates increasing, motivations are changing. Consumers who may have been focused more on the relationship may be price-focused now.

The Fix: Agents should shift their email conversations. Press pause on the long-term value of an experienced independent agency strategy. Make a transition to more cost-centric propositions. Remind consumers that you can price match and provide the best value at the best rates.

An Important Note

While we are in unpredictable times, the world will return to an altered sense of normalcy. Independent agents should re-evaluate their email marketing needs periodically to keep up with the evolving insurance landscape post-COVID-19.

Has your agency needed to adjust additional email marketing strategies? Comment below.

About the Author

Heather Cherry

Heather Cherry is and email marketing professional and the product manager for AgencyBuzz - ITC's automated marketing system. She is responsible for leading the AgencyBuzz team, presenting email marketing best practices for Operation Agency Success & Masters of Marketing, and prides herself in cultivating customer-driven product excellence. She has a bachelor's degree in rhetoric and writing from The University of Texas at Austin (Hook 'Em \m/). Her email marketing specialties include targeted marketing, database segmentation, customer journey through automation, integrated lead client nurturing through all ITC products, and highly-visual email marketing campaigns. Heather currently resides in Frisco, Texas (a suburb of Dallas), and is a self-proclaimed mother-of-the-year and world's okayest wife. She likes dad jokes, Tyler Perry movies, and Oxford commas.

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