I am a customer of many different companies. Yet sometimes it feels these establishments don’t make any effort to keep me as a customer.
Customers need nurturing with helpful and informative information over time. This assures them they can rely on you and you care. It shows them they aren’t only a name or a number.
Let’s look at four interesting email designs that could inspire your agency’s next campaign.
Customer Service
In a selling, selling, selling world, it’s nice to show your customer you are there for them. In this case, send a customer service or policy review email.
Send this type of email regularly, whether it’s yearly or quarterly. You know your customer base best.
With this type of email, customers can have your contact information close at hand. This will build trust between you and your client. They may even reach out to you for more quotes. Or, refer your insurance agency to friends and family who are looking for insurance.
A good customer service email is this example for Outdoor Voices, a clothing company. I like how simple it is, and it invites the recipient to reach out if they have questions or feedback.
You could also include additional information in this email, such as your lines of business. That way, customers can be aware in case they need a quote.
Referrals
In my years in and around the insurance industry, the biggest compliment an agency can get is a referral. And referral business is the best business! Referred customers already have a sense of trust for you due to their loved one’s referral.
The problem is, insurance agents can’t dole out discounts for referrals. Your premium can only change due to factors the insurance companies specify.
To get around that, agents can offer other incentives such as gift cards. A customer of mine receives three to four referrals every time he runs his gift card referral email.
This email has a clear call to action and describes exactly what you will get if you click on the Refer A Friend button.
Reviews
Any marketer will tell you reviews are important to build trust for your agency online. When a potential customer is searching for an agent, they will take reviews into account. I always go for the highest rated company I see in the list. It’s simple: Reviews work.
One method of earning more reviews is to ask your customer base in an email. Target people who have been with your agency for a long time and had time to interact with your agency.
Here, we see a review request from Airbnb to a guest who had stayed at one of their locations. I really enjoyed the nice image, the rating stars, and a few words at the bottom.
You could link the stars to your agency’s Google My Business profile to leave a review. Or, link to your insurance website’s testimonial form. You could also give the recipient the option to choose where they want to leave a review, as not all people have a Google login.
Birthday
Everyone likes feeling special on their birthday. Due to this, birthday emails are one of the most effective emails that you can send.
Again, as an agent you can’t really send a promotion or a discount as a birthday gift. So, a greeting is often enough. Some agents like to offer a small gift that the customer could come pick up at the office. This would bring the customer into the office and build a further relationship with the agency. It could also prompt them to do a policy review or even ask you for a quote for another line.
A birthday email I like is this one from Facebook. It’s simple and not salesy. It also incorporates something Facebook is well known for: The like button. It is also personalized to the recipient, using their first name. This makes it look sincere and friendly.
Use these ideas as a jumping off point for your insurance agency’s next customer email. You can drum up more referral business, build trust, and strengthen your brand.
Have you tried any of these types of mailings before? Leave a comment below.
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