Getting Started With Email Automation

October 2, 2018

Have you heard? Automation is expected to drive the future of email marketing. But, you may be wondering what exactly that is, and how your insurance agency can implement it. In the latest edition of Operation Agency Success, ITC CEO Laird Rixford explains email automation and how easy and beneficial it can be.

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Have you heard? Automation is expected to drive the future of email marketing. 
But, you may be wondering what exactly that is, and how your insurance agency can implement it. Let’s talk about email automation. You’ll see how easy and beneficial it can be.

Email automation is using email marketing software to automatically send emails when a trigger event occurs. A trigger event can be something like a birthday, quote request or sale.

In other words, it’s an email campaign that sends emails to a specific person when certain criteria are met. The campaign is always active.

Email automation’s primary goal is to deliver the right message to the right recipient at the right time. This creates customized and relevant email experiences for your clients.

There are several types of automated campaigns. 

An action-based campaign is when an email gets sent when someone performs a designated action. An action could be a website visit, form submission, or subscription request.

Then, there’s the sales cycle-based campaign, when an email gets sent based on where the person is in the buying journey. For example, a new customer gets a welcome email.

An event or date-based campaign sends emails on a specific date or event every year. For example, you could send automatic emails to notify clients of open enrollment deadlines.

The policy-based campaign sends emails to a customer based on their specific policy. You could create campaigns to send an email for when a policy is approaching renewal date, a payment is due, or a carrier changes.

Not only does email automation generate a higher open rate and  higher click-through rate, they also produce other positive long-term effects.
Imagine how your clients would feel if every time they received an email from you it was at the exact moment when they needed that specific information? 

That level of proactive communication can build deeper relationships. That could ultimately drive revenue, maximize referrals, and increase policy retention.

Email automation can also reduce the time and costs associated with repetitive tasks. Plus, automation allows you to connect with anyone, anytime. You can provide 24/7 responses without having to stay open 24/7.

Creating these campaigns may seem intimidating. But, it’s a lot easier than you think. In three easy steps you can immediately implement email automation.

First, gather your data. Find out what triggers are available. Look at the information on your customers and prospects to see what types of campaigns you can implement. What kind of tracking do you have on your websites or form submissions? Do you record and regularly update records as people move in and out of the sales funnel? What about policy information?

Do you have birthdays for your customers?

Then, map out the campaign flow and logic. Don’t be afraid to use a dry erase board or blank sheet of paper to draw things out. What action will start the campaign? What action will remove a person from the campaign? How many emails are in the campaign? How much time will pass between emails?

Now that you know your audience, flow, and number of emails for your campaign, it’s time to sit down and write your content. Think about what information your recipients need or what action you want them to make. 

As with any kind of email or campaign you run, don’t forget to monitor your results. It’s easy to get stuck in autopilot when automation is doing all the work. Check in with your campaigns regularly, and make any necessary adjustments.

You’ll also want to update your data as often as possible. Use personalization to provide a customized experience. 

With email automation you can engage with your database in many ways at different times with different messages. Before you get overly excited and create tons of new automated campaigns, take a step back. 

Be wary of cluttering inboxes. Make sure you’re still providing something relevant and of value. 


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