7 Awesome Tips For Insurance Email Marketing

Last updated on August 8th, 2024 at 12:36 am

Email marketing can be extremely effective when done right.

However, it seems to still be severely underutilized in various industries, including the insurance industry.

So how can you use email marketing to grow your insurance business?

#1: Consult a Lawyer Before Implementing Any of This

The insurance industry is heavily regulated.

This means that you need to be extremely careful about the claims you make, otherwise, you can get into serious legal trouble. 

We recommend consulting a lawyer before implementing any of the tips in this article. Better safe than sorry!

#2: Build Your Value Ladder Sales Funnel

Email marketing doesn’t exist in isolation – it should always be viewed in the context of your overall sales funnel. That’s why you should build your sales funnel first!

There are several popular sales funnel models out there. So which one should you use for your insurance business?

We believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!).

This sales funnel has four stages:

• Bait – You offer the potential customer your lead magnet in exchange for their email address. 
• Frontend – You offer the potential customer your least expensive and least valuable product or service. 
• Middle – You offer the customer a more expensive and valuable product or service.
• Backend – You offer the customer your most expensive and most valuable product or service. 

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue. 

We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue.

The reason why this sales funnel works so well is that it allows you to:

1. Start the relationship with that person by offering free value.
2. Nurture that relationship by continuing to provide free value via email.
3. Build trust by providing progressively more paid value at each stage.

Here’s how Russell explains it:

You can start with just the lead magnet and the frontend offer and then build out the rest of your Value Ladder sales funnel later.

A lead magnet is a freebie that you offer to potential customers in exchange for their email addresses.

It can be anything that they can either download to their device or access online:

• A report
• An eBook
• A video course
• An email course
• A webinar

…etc.

What matters is that:

1. Your lead magnet provides a solution to a problem that your potential customers are struggling with.
2. That problem is either the same one or related to the one that your frontend offer addresses.

We can’t tell you what exactly you should use as your lead magnet because we don’t have the expertise that you have.

You are the insurance expert so you have the industry knowledge required for creating an effective lead magnet.

But we do know that lead magnets that help potential customers understand the options available to them and choose the one that makes the most sense in their particular situation tend to work well in industries like that.

However, it’s important to note that your lead magnet shouldn’t be a thinly veiled “Here’s why we are the best insurance providers” sales pitch.

You want to approach this with the potential customer’s best interests in mind.

Give them all the information that they need to make the right decision, even if that right decision means realizing that they don’t need insurance, to begin with, or that another insurance provider would be a better match for them.

However, once you provide that information, you want to pitch your frontend offer and end with a clear call to action. What do you want the potential customer to do next?

Also, if you offer different kinds of insurance, you might want to create separate lead generation funnels for all of them so that the lead magnet and the subsequently paid offer would be as relevant to potential customers as possible.

#3: Create a 6-Email Welcome Sequence

The primary purpose of email marketing is to build the trust required to close the sale.

That’s why we recommend sending the potential customer this automated sequence once you get their email address:

• Email #1: Who Are You? Introduce your insurance company to the new subscriber.
• Email #2: Where Did You Come From? Tell the new subscriber the story of your insurance company. How did it all begin?
• Email #3: What Do You Do? Explain what exactly your insurance company does.
  
  Keep in mind that this might seem obvious to you but people who aren’t familiar with the insurance industry may be somewhat confused as to what the services that you provide involve.
• Email #4: How Did You Gain This Expertise? Explain what makes you and your employees qualified to provide these insurance services.
  
  If you have a small team, you might want to introduce the people on your team and mention their credentials, accomplishments, experience, etc.
  
  If you have a large team, then it might make sense to introduce yourself and mention your credential, accomplishments, and experience as well as the accomplishments of the company itself such as its largest clients, media mentions, awards, etc. 
• Email #5: Who Do You Do This For? Explain who your dream customers are and provide a case study on how you helped such individuals or businesses protect themselves.
   
  We will talk more about case studies in the next section but for now, we just want to emphasize how important it is to have at least one case study that you can present to potential customers.
  
  If you don’t have any case studies yet, you should invest in producing them. 
• Email #6: How Can You Do It For Me? There are two approaches that you can use here.
  
  You can either pitch your frontend offer or provide a quick rundown of your entire Value Ladder so that the potential subscriber could pick and choose from a “buffet” of offers. 
  
  The optimal solution here will depend on how your Value Ladder sales funnel is structured. 
  
  The more complex the Value Ladder, the more it makes sense to go with the “buffet” approach unless you are using several lead generation funnels with different frontend offers. 

Note that emails 1-5 should be designed to build trust, not to sell your insurance services to the new subscriber. You should only pitch them in the last email!

Also, we recommend the messaging frequency of one email per day, so the entire welcome sequence should take six days. 

#4: Create an Automated Email Sequence With Case Studies

Social proof is a psychological principle that says that whenever people are unsure of what to do, they look at what others do in order to determine the best course of action.

In the business context, this means that whenever potential customers are unsure whether to trust you, they will seek indications that other people like them trust you. 

You should use this to your advantage by providing the social proof that your potential customers want.

When it comes to email marketing, the best way to do that is by setting up an automated email sequence where you send your subscribers one case study per month. 

These case studies should describe how your insurance services helped your clients protect themselves, their assets, or their businesses in case of an unexpected unfortunate event.

Your aim should be to provide free value while building trust with social proof – you want your email subscribers to feel like they have learned something from each case study.

If you don’t have the time to produce these case studies yourself, consider hiring a freelance writer to do it for you.

You can find freelance writers on popular job boards such as ProBlogger Jobs, Best Writing, and UpWork.

Just remember that you get what you pay for so be careful about evaluating applicants based solely on their rates. 

You can’t afford to send low-quality content to your email subscribers. It’s better to pay more but get great case studies that will help you build trust!

#5: Use Email Segmentation to Make Your Emails as Relevant as Possible

Email segmentation is an email marketing functionality that allows you to create email subscriber segments based on their demographic traits, behavior, and purchase history. 

We recommend using segmentation to make your emails as relevant as possible. 

Say, if someone has already purchased a product or service, then it doesn’t make any sense to keep sending them sales pitches for it. 

Instead, you should exclude that entire subscriber segment from emails related to that product or service.

You can also create automated email workflows with behavioral triggers to tailor your email content based on each subscriber’s behavior.

Say, if you send a sales email, you can create three separate email sequences for people who:

• Didn’t open the email at all
• Opened the email but didn’t click through to the sales page
• Opened the email, and clicked through to the sales page, but didn’t buy

These three scenarios indicate different levels of interest so it makes sense to tailor your content accordingly.

Mastering email segmentation and automated workflows might take a while but it’s definitely worth it because it can help you take your email marketing to the next level!

#6: Use the “Hook, Story, Offer” Copywriting Framework

Copywriting is what makes or breaks email marketing. But how can you write captivating emails that your subscribers want to read?

We recommend using the “Hook, Story, Offer” copywriting framework:

• Hook – Grab the subscriber’s attention with a compelling subject line. 
• Story – Tell them a captivating story that resonates with them on an emotional level. 
• Offer – Transition from the story to the sales pitch and end your email with a clear call to action. What do you want the subscriber to do next?

Here’s how Russell explains it:

This is the framework that we use in our own emails and it has worked extremely well for us!

Also, if you want to learn copywriting FAST, the best way to do that is to read Jim Edward’s book “Copywriting Secrets”. Why?

Because it was designed to serve as a SHORTCUT. 

Here’s how Jim explains it:

“This is not a book about “how to get rich”… but, if you do what it says, you will definitely make more money than you’re making right now in your existing business. Why can I say that?

Because this IS a book about how everyone can use the power of words to get more clicks, make more sales, and get more subscribers… no matter what you sell or who you sell it to!

If you’ve ever been frustrated by lack of sales, lack of clicks, or lack of subscribers… This is the book you’ve been looking for!

And the best thing is this:

You can get a paperback copy of “Copywriting Secrets” for FREE – all Jim asks is that you cover the shipping. So what are you waiting for?

Grab your FREE copy, read it, and start putting Jim’s advice into practice!

Get “Copywriting Secrets” for FREE!

#7: Make Sure That You Always Stay On Brand!

Your brand messaging must remain consistent throughout the entire customer journey from ads to landing pages to lead magnets to emails to sales pages. 

This is especially important in industries like insurance – people want their insurance providers to be serious, reliable, and predictable. 

Always keep this in mind when writing copy, including email copy. Sure, a wacko subject line might get more people to open the email, but how will it affect your brand image?

Staying on brand is extremely important!

Build a Sales Funnel for Your Insurance Business with ClickFunnels!

ClickFunnels has everything you need to build a sales funnel for your insurance business:

• Sales funnel and landing page templates.
• Visual editor that you can use to customize those templates.
• Email marketing functionality that allows you to send broadcast emails, set up automated email sequences, and create email workflows with behavioral triggers. 

What’s best is that we have a free trial which means that you can check out our software without any risk.

So why not start building your Value Ladder sales funnel today?

Start Your Free Trial