Email automation strategies for the insurance industry

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Article updated 8 months ago by NewsMDirector
Email automation is one of the best strategies to save time, money and effort for the insurance sector given its characteristics. On the one hand, most of the products sold in the insurance sector are long-term. For example, when an insurance policy is taken out, the length of the policy is usually a minimum of one year and is automatically renewed. On the other hand, the main contact between an insurance company and the insured occurs when there is an incident, generally negative, such as a traffic accident or a problem at home. Therefore, establishing email automation strategies that help companies to retain their customers is essential in this sector. Only in this way can you dedicate your main efforts to attracting new leads, knowing that you have taken care of the relationship with current users. Email automation strategies to build customer loyalty investment in automation marketing According to a 2013 study by the firm eMarketer, B2C sellers who make the most of marketing automation, which includes everything from shopping cart abandonment programs that generate new leads to birthday greeting emails that build lead loyalty, have seen a 50% increase in their conversion rates. The data, therefore, indicates the importance of generating lead nurturing campaigns that take into account the needs of customers at all times. Thus, to establish email automation strategies that bring results, an insurance company must take into account factors such as: The date of formalization of the contract. Only in this way can it establish a flow of email communication that, in the months prior to the automatic renewal, which generally must be communicated two months before the end of the term, helps the affiliate to maintain their quota and even increase the benefits requested. The time of year in which we find ourselves. Summer is not the same as Christmas when it comes to making recommendations from the point of view of an insurance company. If it is a health policy, it is likely that at the beginning of spring advice can be offered that even helps to avoid incidents. Email automation for the insurance sector: La Caixa An example of this email automation work are newsletters such as the one in the image that corresponds to the insurance sector of La Caixa. 2.- Email automation strategies to generate more direct insurance clients However, customer automation strategies in the insurance sector do not focus exclusively on the cultivation of leads. In fact, insurance companies make a great effort in attracting customers, for which they use techniques that allow users to compare prices and benefits. Calculators, such as the one offered in the Direct Seguros email,are common in the sector. How can email automation help in this regard? You should not forget that one of the areas that most takes advantage of the potential of these strategies is e-commerce. In this case, insurance companies can establish automation campaigns that try to attract customers who make calculations. Thus, if you request the email to be able to calculate the policy, you can set up a chain of email messages like the following: The first email the day after having made the calculations. This email can be accompanied by the data obtained. A second email a week, offering a discount on one of the products consulted by the user. A third communication a month after the query has been made. The most common thing is to link this message to the sense of urgency, indicating to the user that the consulted data will be lost, for example. As you can see, the insurance sector can take advantage of the benefits of creating seductive email automation strategies. Do you want to try, without a time limit, MDirector to create your email marketing campaigns? for the insurance sector

Email automation is one of the best strategies to save time, money and effort for the insurance sector given its characteristics.

On the one hand, most of the products marketed in the insurance sector are long-term. For example, when you take out insurance, the policy length is usually a minimum of one year and is automatically renewed.

On the other hand, the main contact between an insurance company and vietnam whatsapp phone numbers the insured occurs when there is an incident, generally negative, such as a traffic accident or a problem at home.

For this reason, establishing email automation strategies that help companies retain their customers is essential in this sector. Only then will you be able to dedicate your main efforts to attracting new leads, knowing that you have taken care of the relationship with current users.

TABLE OF CONTENTS
Email automation strategies to build customer loyalty
2.- Email automation strategies to generate more clients
Email automation strategies to build customer loyalty


email automation statistics

According to a 2013 study by eMarketer, B2C sellers who make the most of email automation—from shopping cart abandonment programs that generate new leads to birthday emails that build customer loyalty—have seen a 50% increase in conversion rates .

The data, therefore, indicate the importance of generating lead nurturing campaigns that take into account the needs of customers at all times .

Mapfre

Thus, to establish email automation strategies that deliver results, an insurance company must take into account factors such as:

The date of formalization of the contract . Only in this way can you establish a flow of email communication that, in the months prior to the automatic renewal, which generally must be communicated two months before the end of the term, will help the member to maintain his/her quota and even increase the benefits requested.
The time of year we are in . Summer is not the same as Christmas when it comes to making recommendations from the point of view of an insurance company. If it is a health insurance policy, it is likely that at the beginning of spring advice can be offered that can even help to avoid incidents.
La Caixa Insurance

An example of this email automation work are newsletters such as those from the companies La Caixa and Mapfre. In the first example, the Mapfre Foundation launches a newsletter on road safety that provides information on aspects that every motorist needs to know. In the case of La Caixa , the monthly newsletter mixes social content, from the Social Work, with purely commercial messages to expand the portfolio of products sold to each client.

2.- Email automation strategies to generate more clients


Direct Insurance

However, customer automation strategies in the insurance sector do not focus exclusively on lead nurturing.

In fact, insurance companies make a great effort to attract customers, using techniques that allow users to compare prices and services. Calculators, such as the one offered in the Direct Seguros email , are common in the sector.

How can email automation help in this regard? You should not forget that one of the areas that most takes advantage of the potential of these strategies is e-commerce. In this case, insurance companies can establish automation campaigns that try to attract customers who make calculations .

So, if you request the email to be able to calculate the policy, you can create a chain of email messages like the following:

The first email the day after the calculations have been made. This email may be accompanied by the data obtained.
A second email per week , offering a discount on one of the products viewed by the user.
A third communication is sent one month after the query was made. The most common way to link this message to a sense of urgency is to inform the user that the data consulted will be lost, for example.
As you can see, the insurance sector can take advantage of the benefits of creating attractive email automation strategies. With MDirector you can create this type of automated emails, as well as other messages to always stay in touch with your clients. Do you want to try MDirector to create your email marketing campaigns without a time limit ?