Strategies For Emailing Life Insurance Clients: Tips For Success

Emails are a powerful tool for life insurance agents to build relationships with current clients, increase sales, and keep existing customers informed about their policies. When selling your insurance services, it's important to make email marketing central to your strategy. This can include emailing updates on policy coverage, promotional discounts, or staying in touch with clients over the course of their insurance relationship.

Email templates can help streamline the process, ensuring consistent, quality content that delivers better relationships. Templates can include welcome emails, policy updates, newsletters, announcements, and reminders.

The subject line is critical to the success of your email campaign. It determines whether your email gets opened or not. It should be specific, short, and sweet, avoiding anything that sounds like clickbait.

The content of your email should be clear, concise, and persuasive, with a strong headline, a story or statistic, a clear call-to-action, and a guarantee. It should also be personalized, with the customer's name and specific details about their previous interactions with your company.

Cold call follow-ups

Cold calling is an essential part of the insurance business. It can be a daunting task, but it is highly fruitful. According to studies, 82% of buyers accept meetings or deals with sales reps who reach out to them through outbound calls. Here are some tips to optimise your cold call follow-up emails:

Timing is Key

It is important to send follow-up emails as soon as possible after the initial call. The longer you wait, the more likely the prospect will lose interest. Sending a prompt email will help keep the conversation going and increase the chances of a successful sale.

Provide Value

Include valuable information in your email that will be useful to the prospect. For example, you could attach a list of questions they can ask any insurance agent to help them decide which insurance agency to work with. This not only provides value but also positions you as a helpful and trustworthy agent.

Include a Call to Action

In your follow-up email, include a clear call to action, such as a link to an online quote or an invitation to contact you with any questions. This gives the prospect a direct path to take the next step in the sales process.

Keep it Short and Concise

When writing your follow-up email, remember that brevity is important. A long email may lose the interest of the prospect, especially if they are busy or have a short attention span. Keep the message clear, concise, and to the point.

Use a Catchy Subject Line

The subject line of your email is crucial in getting your message opened and read. Use a catchy and intriguing subject line that will capture the prospect's attention and make them want to read more. For example, "4 out of 5 business owners pay too much for insurance."

Personalise Your Message

As much as possible, personalise your follow-up email to the individual prospect. Use their name in the greeting and refer to any specific needs or concerns they mentioned during the initial call. This shows that you are attentive and genuinely interested in helping them.

By following these tips, you can create effective cold call follow-up emails that will help you build relationships, generate leads, and increase your sales numbers in the life insurance business.

Reaching out to a referral

Understanding the relationship between the referral and the referrer

Firstly, it's important to understand the relationship between the referral and the referrer. Seasoned professionals will only refer to a prospect if they have a good relationship with them. You don't want to get into a scenario where the referrer is referring a prospect when they have no business doing so. Usually, the referrer will provide background information about the referral, including how they know each other, their current relationship, and why they are referring them to you. If they don't, be sure to ask these questions.

Research the prospect and their company

It's important to research the prospect's company and gain insights into their role. This will allow you to approach the prospect with a better idea of their needs and how you can meet them. This research will also provide you with talking points to mention in your email and later discussions.

Crafting an effective email template

Subject: " [Referrer's name] recommended I get in touch"

"Hi [Referral's name],

[Referrer's name] from [Referrer's company] mentioned that you might be interested in learning more about [specific service/goal they wish to achieve]. My name is [your name], and I work for [your company]. We're a [explain what your company does]. I wanted to get in touch to see how you would like to improve on [goal they wish to achieve]. Is [specific service/goal they wish to achieve] a priority for you at the moment? Do you have any initial questions regarding [your company's service/goal they wish to achieve]? I'd be happy to jump on a quick call to learn more about what you're looking for. Are you free on [date and time]? I'm sure you're busy, so if that time doesn't work for you, let me know what time suits you best.

I look forward to hearing from you."

Feel free to tweak this template as you see fit, but remember to keep the focus on the referral's needs and goals rather than your own. This type of approach has been proven to receive quick responses from referrals, with most showing interest in speaking further and learning about how you can help them.

Sending a thank you note

Sending a thank-you note is an excellent way to improve customer retention and create a positive impression of your life insurance business. Here are some tips for crafting effective thank-you notes:

Format:

While a simple thank-you letter on your company letterhead is acceptable, a personalised, handwritten note shows more effort and attention to your client as an individual. Small thank-you cards, purchased in bulk, can be a convenient option for this purpose.

Avoid a Sales Pitch:

Resist the temptation to include a sales pitch in your thank-you note. This is a dedicated space for expressing appreciation, and adding a sales angle may create a negative impression. Focus solely on thanking your client for their time, purchase, or partnership.

Personalisation:

Address your client by their first name and, if possible, mention the day they visited your business. For example, "Dear Ellen, we are happy you stopped in to see us last Tuesday." This approach reinforces that you value your client as more than just a transaction.

Express Sincere Appreciation:

Thank your client sincerely for their purchase or partnership, and let them know that you appreciate doing business with them. Avoid generic taglines about future sales or promotions, as these can come across as overly pushy and unnecessary.

Send via First-Class Mail:

Take the time to hand-stamp and send your thank-you notes via first-class mail. This demonstrates thoughtfulness, and your note is more likely to be noticed and appreciated by your client.

Template Example:

"It was a pleasure to chat with you earlier today about your new business. I am attaching a fact sheet for you to refer to as you get more insurance quotes for your business. Whether or not you choose [Insurance Company Name] for your needs, I look forward to having you join our business community. Please feel free to reach out with any questions."

Remember, maintaining strong relationships with your clients is crucial for the success of your life insurance business. Sending thoughtful thank-you notes can help foster those relationships and create a positive impression of your business.

Announcing a new product

Subject: [Product Name] Launch Announcement

Dear [Name],

We are thrilled to announce the launch of our brand new product, [Product Name]! At [Company Name], we have been working tirelessly over the [amount of time] to develop and bring to market this exciting new offering.

[Product Name] is a [type of product] that [explain what the product does and how it will benefit the customer]. We believe this product will be a fantastic addition to your [type of insurance] policy and will provide you with [benefits of the product].

For more information about [Product Name], and to see the full list of features and benefits, please visit our website by clicking the link below.

[Company Website Link]

We would love to hear your thoughts on our new product, so please don't hesitate to get in touch with any questions or feedback.

Kind regards,

[Your Name]

[Your Position/Role]

[Company Name]

Subject: Get Ready for Our New Product!

Hi [Name],

We have some exciting news to share! In just [amount of time], we will be launching a brand-new product, and we wanted to give you a heads-up so you can be among the first to know all about it.

Our new product, [Product Name], is designed to [explain the purpose of the product and how it will benefit the customer]. We think it will be a fantastic addition to your [type of insurance] policy and can help with [benefits of the product].

Keep an eye out for our official launch email, which will include all the details you need to know about [Product Name] and how you can get your hands on it. In the meantime, you can download a short report that shows you how [Product Name] will benefit you and your [type of insurance] policy.

We look forward to sharing more with you soon!

Kind regards,

[Your Name]

[Your Position/Role]

[Company Name]

Subject: [Product Name] Now Available

Dear [Name],

Our new product, [Product Name], is now live and available for purchase! As one of our valued customers, we wanted to let you know that you can now access this exciting new offering and take advantage of our launch discounts and bonuses.

[Product Name] is a [type of product] that [explain what the product does and how it will benefit the customer]. It is now available for purchase through our website or on Amazon, and we are offering free shipping to the first 100 customers.

To learn more about [Product Name] and to see the full list of features and benefits, please visit our website using the link below.

[Company Website Link]

We hope you are as excited as we are about this new product, and we look forward to hearing your feedback!

Kind regards,

[Your Name]

[Your Position/Role]

[Company Name]

Subject: Join Us to Celebrate Our New Product!

Hi [Name],

You are cordially invited to join us as we celebrate the launch of our brand-new product, [Product Name]! We will be hosting an event on [date and time] at our office/store to introduce this exciting new offering to our customers.

[Product Name] is a [type of product] that [explain what the product does and how it will benefit the customer]. We believe it will be a great addition to your [type of insurance] policy and can provide valuable [benefits of the product].

Come along to our launch event to learn more about [Product Name] and to meet the team behind this innovative new product. There will be refreshments, and we will also be offering exclusive launch discounts and bonuses to those who attend.

We hope to see you there!

Kind regards,

[Your Name]

[Your Position/Role]

[Company Name]

Asking for referrals

Make it Casual: The Columbo Close is a technique where you ask non-direct questions and, as you're leaving, turn around and casually ask for a referral. For example, "You know, I almost forgot... Can you give me a few names of your buddies? I'm here in the area and will stop by." This approach is non-threatening and casual.

Make it Fun: Lighten the mood by making a joke when asking for a referral. For example, "My wife has a shopping problem, and I need all the help I can get!"

Offer a Small Gift: A token of appreciation, like a jar of apple butter, can be a fun way to ask for referrals. You can say something like, "When you're eating this on your toast in the morning, think of me and see if you can come up with anyone I can help or go see."

Make Your Client Feel Needed: Everyone wants to feel needed and helpful. Start by saying, "Hey, I really need your help," and then ask for referrals. For example, "I really need some new customers in this town. Do you have any friends I could maybe call or stop by and see?"

Let Them Know You're in a Contest: Sometimes, letting your clients know you're in a contest can be a fun way to get referrals. You can say, "I'd love it if you could help me out by sending any family members my way if they need the same help."

Ask When They Say Thank You: If you've saved your client money, they may thank you or ask what they owe you. This is a perfect opportunity to ask for a referral. You can say, "The biggest compliment you can give me is by sending your friends and family my way so that I can do the same for them!"

Offer a Reward: While some agents choose to give gifts before asking for referrals, others offer a reward after receiving them. For example, a small coffee card or a $10 Starbucks gift card for a certain number of referrals.

Treat Your Customers Right: Building authentic relationships with your clients, providing top-tier customer service, and showing that you care can lead to referrals without even asking. Be honest, respectful, consistent, and mindful of your clients' impact on your business.

Ask Consistently: Don't be afraid to ask for referrals regularly. Making it a consistent part of your business interactions can lead to a steady stream of referrals.

Frequently asked questions