Are you an insurance agent looking to boost your business and strengthen client relationships? Look no further! Email marketing for insurance is an incredibly powerful tool that can propel your insurance business to new heights.

In the following article, we’ll explore the power of email marketing in the insurance sector and share seven essential tips that will help you create successful email marketing campaigns.

Quick Summary

For your convenience, here is a quick run of the 7 best email marketing tips for life insurance agents:

  • Know your audience
  • Set clear goals for your campaign
  • Create compelling subject lines
  • Personalize your emails
  • Provide valuable content
  • Test and optimize your campaigns
  • Monitor and analyze your results

By following these tips, you can ensure that your email marketing campaigns, including your email campaign, are effective and achieve your desired outcomes.

You can catch my Free Masterclass here for more on how you can maximize and convert your insurance business leads into converted clients!

The Power of Email Marketing in the Insurance Sector

email marketing

Email marketing has proven to be a cost-effective and powerful tool for insurance agents to generate leads, increase sales, and build strong relationships with clients and prospects.

Many insurance agents have noticed a substantial increase in their insurance clients by implementing email marketing strategies.

So why is email marketing so popular in the insurance sector?

For starters, most people still prefer to receive insurance marketing emails over other methods like direct mail and calls. This means having a solid email marketing strategy is crucial for insurance agents.

By using email marketing tools and crafting well-designed email campaigns, you can reach out to a larger portion of your audience with ease.

But it’s not just about sending promotional emails. A successful email marketing strategy should include a range of emails, from follow-up emails and onboarding emails to cold emails. This way, you can nurture your existing clients, engage new prospects, and even generate insurance referral leads.

In the insurance business, the key is to stay connected with both new and existing clients. By implementing email marketing best practices, you can:

  • Encourage clients to buy insurance policies
  • Remind them of their renewal dates
  • Send them personalized messages on their birthdays or other significant dates

As I elaborate on in my Free Masterclass on lead generation, having a well-rounded email marketing strategy is essential for an insurance business to stay relevant and competitive in the sector, especially in the age of digital marketing..

7 best email marketing tips for agents

1. Know your audience

Getting to know clients

To create personalized and relevant email content that resonates with your audience, you must first understand their demographics, preferences, and needs. This means taking into account factors like:

  • Age
  • Gender
  • Income
  • Homeownership
  • Lifestyle

When crafting your email marketing campaigns, by knowing your audience, you can tailor your emails to different audience segments and ensure that your messages are well-received and engaging.

So, how do you do this?

I recommend answering questions your potential clients ask.

You can do this in the form of a video, an article, or both!

The more questions you answer in your follow up emails, the more trust you’ll build with your insurance leads and the more insurance leads you’ll likely convert into clients.

Remember, the goal is to provide value to your audience through your email marketing campaigns. So, make sure your emails are informative, helpful, and tailored to your audience’s needs and preferences.

2. Choose your email marketing software wisely

Cold email software for lead generation

Selecting the right email marketing software is crucial for the success of your email marketing campaigns. You need a tool that:

  • is user-friendly
  • is easy to set up
  • offers flexibility as your email list expands
  • optimizes emails for both desktop and mobile devices
  • integrates with your customer relationship management (CRM) software.

When choosing an email marketing tool, consider the following features:

  • List segmentation
  • Personalization
  • Tracking capabilities
  • Ability to automate campaigns and schedule send times

These features can greatly enhance your email marketing campaigns and help you achieve better results.

Popular email marketing tools for insurance agents working in an insurance agency include:

  • ConvertKit
  • Mailchimp
  • Kartra
  • SendInBlue
  • GetResponse

Each tool offers different features and pricing plans, so it’s essential to research and compare them to find the one that best suits your needs and budget.

Utilizing email marketing software can significantly boost your insurance sales revenues and increase conversion rates. Moreover, time-specific triggered emails, such as welcome emails, tend to have better open and click-through rates compared to regular insurance email marketing campaigns.

3. Build your email list the right way

Email marketing for financial advisors

When building your email list, it’s essential to focus on quality over quantity:

  • Collect email addresses from current clients, prospects, and relevant sources.
  • Avoid purchasing or renting contact lists.
  • Build a list of individuals genuinely interested in your insurance products.
  • Attract new leads by using a lead magnet that explains how you help clients

Segmenting your email list is vital in insurance email marketing:

  • Divide your list into smaller, targeted groups
  • Customize emails to address the specific needs and preferences of each segment
  • Increase audience engagement by delivering relevant and valuable content

Utilize Referral Content:

  • Encourage existing customers to refer new clients in exchange for rewards or incentives
  • Create a mutually beneficial situation for both parties
  • Timing matters: ask for referrals after assisting clients with policies or resolving issues

Finally, ensure that your email list is well-maintained and up-to-date:

  • Regularly clean your list by removing inactive subscribers.
  • Correct typos in email addresses to ensure deliverability.
  • Update contact information as needed to keep the list accurate and relevant.

By following these strategies, you can enhance your insurance email marketing efforts and build a high-quality email list that drives better engagement and conversion rates.

4. Craft several emails in your email marketing campaign

Thinking about Email strategy

Incorporating different email formats and types in your email marketing campaign is crucial for targeting and personalization of your email campaigns. 

To create a targeted and personalized feel to your email campaign, you should aim to include the following: 

Diverse Email Formats and Types:

  • Incorporate various email formats and types to cater to different audience segments.
  • Include educational, promotional, and seasonal emails in your campaigns.

Informative and engaging content:

  • Create content that captures the audience’s attention and adds value.
  • Share informative articles, videos, infographics, and online courses related to insurance.
  • Focus on relevant and interesting topics that resonate with your target audience.


  • Maintain a consistent email-sending schedule to establish trust with your audience.
  • Set a reliable rhythm for your email communications.
  • Avoid overwhelming your audience with excessive emails.


  • Tailor emails to address the specific needs and preferences of different audience segments.
  • Capture attention and engagement by delivering relevant content.
  • Ensure that the information provided is useful and meaningful to recipients.

By implementing these strategies, you can enhance the effectiveness of your insurance email marketing campaign, keep your diverse audience engaged, and provide them with valuable content that resonates with their interests and needs.

5. Keep in mind email frequency


Determining the optimal email-sending frequency is crucial for maintaining a healthy relationship with your audience. Sending too many emails can lead to unsubscribes and decreased engagement while sending too few emails might cause your audience to forget about your brand. As a general guideline, 2-5 emails per month seem to be effective for the insurance industry.

To hit the sweet spot in email frequency:

  • Monitor Open Rates: Keep a close eye on your open rates.
  • Adjust Timing: Modify the timing of your emails based on audience preferences and content engagement.
  • Maintain Connection: Ensure a strong connection with your subscribers.

6. Aim to educate your audience

Email marketing

Providing valuable information, tips, and insights related to insurance products and services is a crucial aspect of successful email marketing. By offering educational content, you establish trust, authority, and credibility with your audience. Some of the best ways to create informative and engaging content include:

  • Crafting articles
  • Creating videos
  • Designing infographics
  • Developing online courses related to insurance products and services.

By sharing valuable content, you can:

  • Educate your audience
  • Demonstrate your expertise in the insurance industry
  • Provide value to your audience through your email marketing campaigns
  • Create a more memorable and positive customer experience
  • Foster stronger relationships with your clients and prospects

Remember, the goal is to provide value to your audience through your email marketing campaigns. By focusing on educating your audience, you create a more memorable and positive customer experience, ultimately fostering stronger relationships with your clients and prospects.

7. Revise and optimize your campaign efforts

Revising Email Campaign

Continuous improvement is the key to successful email marketing campaigns. To achieve better results and improve overall campaign effectiveness, you should constantly:

  • Track, analyze, and refine your email marketing strategies based on performance metrics and feedback.
  • Monitor email marketing results, such as open rates, click-through rates, and conversion rates, to compare your success to industry standards and tweak your techniques to get better results.
  • Regularly review your email drafts and consult with your marketing team or senior agents to ensure your emails are on point and well-crafted.

A/B testing is another essential aspect of optimizing your email marketing campaigns. By testing different elements in your emails, such as subject lines, images, or call-to-action buttons, you can identify what works best for your audience and improve your email performance.

Finally, don’t forget the power of reminder email campaigns. Timely reminders about policy renewals, pending quotes, or outstanding balances can help improve customer retention and drive engagement. Make sure to craft your reminder emails carefully to ensure they are effective and well-received by your audience.

In Conclusion

Email marketing is an incredibly powerful tool for insurance agents to reach their audience, generate leads, increase sales, and build strong relationships with clients and prospects.

By following the tips discussed in this article, you’ll be well on your way to creating successful email marketing campaigns that propel your insurance business to new heights.

Once you have a successful email marketing campaign, you will still need to convert your prospects into paying clients!

For more on how you can do this, watch my Free Masterclass on lead generation and conversion must-knows that you can not miss in this day and age!