A Useful Work-from-Home Project: Create a Drip Email Campaign
Our last blog post covered some whys and hows of using email to market your insurance business. This week we’ll look at a specific type of emailing—drip campaigns.
A drip campaign is a series of emails planned to have a cumulative effect on the recipient. The goal can vary depending on what you want to accomplish. Maybe you’re looking to build your relationship with a new client. Or maybe you want to upsell or cross-sell to your existing client base. Whatever the primary goal, there’s also a secondary one: to stay present in the email recipient’s mind so you are their go-to for insurance quotes and questions.
How might a drip email campaign play out? Here are a few examples:
GOAL: Reaching Out to New Prospects
Day 1: Thanks for your interest; I’d love to give you a quote to see if we can save you money.
Day 3: Here’s how we’ve helped some of our other clients. (include a good testimonial if possible)
Day 6: This is our staff and who you’ll be working with.
Day 11: Are you still interested in a quote? I’m happy to work with your schedule to find a time that’s convenient for you.
Day 21: We’ll be here whenever you’re ready for a quote. Here’s our contact information again if you want to save it all in one place.
GOAL: Welcoming a New Client
Day 1: Welcome! Here are important names/phone numbers/web addresses to put into your contacts (agent name and phone, web address to file a claim online, etc.).
Day 8: Here are some things you may want to know about your AUTO/HOME/RENTERS/LIFE insurance coverage…
Day 15: How’d we do? Do you have any questions about your new policy? We’d appreciate any feedback that might help us improve. And if you’re happy, please pass along our information to anyone you know who might benefit from getting an insurance quote from us.
Day 30: Did you know that we offer these other coverages, too? Let me know if you’d like a quote.
GOAL: Increasing Engagement with Current Clients
Day 1: A quick note to say thank you for your business—we appreciate that you have entrusted us to protect the important things in your life.
Day 30: Did you know? (Include insider tips like: NAME OF INSURANCE COMPANY offers lower deductibles on wind and hail damage than other companies, or here’s a formula to help you decide if you should keep collision coverage on your older vehicle.)
Day 90: We’re giving away two SPORTING EVENT tickets each to three lucky clients! Connect with us today on social media (include links) and like our post to be eligible for the drawing at 9:00 a.m. tomorrow morning.
Day 120: Has anything in your life changed since we last spoke? I would be happy to give you a quote on any and all of the following types of insurance…
The beauty of a good drip campaign is that it’s also reusable. With a bit of forethought, you can design emails that include enough specific information to feel personal without having to reinvent the wheel every time you want to reach out to a client or prospect.
If you use customer relationship management software, it’s usually very easy to schedule an entire campaign that will automatically customize emails and send them out on dates that you’ve specified. And even if you’re a smaller agency without a lot of resources, you can create template emails to copy and paste (with to-be-customized portions highlighted) and use a spreadsheet to track when the next email should be sent. (In either case, it’s a good idea to project out when those dates will fall to ensure that none of your emails will go out on a busy holiday.)
Drip emails are not only convenient timesavers, they also have higher open and click-through rates than one-time emails. Effective campaigns create multiple positive impressions with your audiences, helping to solidify your agency’s identity and voice.
If you’ve never tried a drip email campaign, now is a great time to plot one out. Need some help fine-tuning? Your Hometown Quotes Regional Director is a great resource to help you do that. Give us a call at 800.820.8921, and we’ll help you think it through.