If you’re working for an insurance agency, typically your main goal is to liaise with clients and help them understand the risks they face.
Your services should enable them to protect their business, possessions, or themselves more effectively and help them navigate the byzantine world of insurance. The problem is you’re not necessarily trained to be on the cutting edge of marketing or have the insider knowledge of a high-volume advertising specialist. You might be asking yourself: What tool can I use to give me that communication edge? Simple — employ triggered emails as part of your email marketing strategy.
What is a Triggered Email?
In a nutshell, these are automatic messages sent to your clients based on predefined events– meaning, when one of your clients performs a certain action or fulfills certain criteria, they receive communications relevant to them at that moment in time. They can range from client-facing outreach, including simple email and billing reminders, to internal broker communications for routine syncs for specific clients.
Trigger Email Campaigns vs. Regular Emails
Integrating triggered emails into your email marketing strategy is a straightforward way to maximize your wins, especially since it is a low-lift email tool for brokers. According to a recent BtoB Magazine, 59% of B2B marketers say that email is their top revenue-generating marketing channel.
This makes sense because emails are the most lucrative marketing channel by a longshot, with the median ROI at roughly 122%. That’s four times higher than any other digital marketing channel.
The main difference between regular marketing emails and triggered ones is that the latter are automatically delivered to individual clients. At a high level, they’re great marketing tools because they are timely, can be personalized to be relevant to your clients, and provide the recipient with actual value and usefulness.
We’ve drilled down on few key benefits so that you don’t have to:
Boost Your Customer Engagement: A timely response is a gold standard for good customer service. So when an email shows up in an inbox in direct response to an action a client has taken, they feel supported and appreciate the follow-through. If you can ensure their relevant documents are attached and can be downloaded, you’ve further anticipated their needs.
Nurtures Your Leads: Email campaigns that get triggered when prospects request a quote from your brokerage provide the perfect opportunity to share relevant information about your brokerage and the products until the lead is ready to convert to a client. Employing a marketing bot allows you to automate this process, and minimize time spent on leads that may not pan out.
Saves You Brokers & CSRs Time: The beauty of triggered email campaigns is that they are automatically scheduled to go out based on client activity. There’s no need for your brokers or CSRs to spend time crafting follow-up emails for each client, or sending out physical copies when e-delivery can be used. It’s an email system for brokers that allows them to focus on the more salient aspects of their work — building and maintaining relationships with their clients.
Increase Your Email Open Rate: Email open rates and click-through rates for triggered emails are almost double that of other email types (e.g. newsletters and autoresponders), which will also increase response rates. This makes sense considering that they are more relevant or immediate, and are connected to the context of an action that a subscriber has taken.
Instant Document Access: Going digital means you can help clients deal with their paperwork remotely. Giving your clients access to their policy documents right away will give them confidence in the robustness of your business, the quality of your customer service as a serious insurance advocate, and general ease of mind. That’s why a triggered email strategy with a focus on digital document delivery, and tasks like billing reminders are worth your time and effort. This can even extend to downloading documents directly from your BMS.
Optimized Emails for Mobile: This is one of the most common means of accessing documentation on the fly. Clients want access to their documents 24/7. Triggered emails allow you the ability to reach out to clients through their mobile devices.
Link Back to All Media: Appropriately designed triggered emails should be an opportunity to get free traffic on your websites or social presence. Include links in your communications so that customers can provide testimonials since “word-of-mouth” is the oldest form of free advertising there is.
Think “Audience” & Think “Bigger”: Having a client audience receptive to your triggered email campaigns means you also have a consumer base when it comes to content. Use it as an opportunity to expand into content-creation verticals, such as a weekly newsletter, an industry event, or even a video series. If people are interested in what you do, why not give them more?
We’ve put together our top 10 list of triggered email campaigns for you to check out, and begin to integrate into your business communications. Adopting triggered email campaigns as a central pillar of your email marketing strategy is a best practice we recommend that all our customers follow. It’s a low-risk, high-reward option that insurance agencies around the world successfully use to hit their goals, and streamline their business.
Now that you understand the main benefits of triggered email campaigns, you can start to apply these to your overall email marketing strategy. You’ll immediately see the impact on important success indicators, such as your email open rates, conversion rates, and overall engagement.
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