How Insurance Agents can Build Relationships Through Email

Topics: Agent Resources

As an insurance agent, you understand the importance of developing and maintaining professional relationships with clients. To maintain a successful, healthy relationship, communications is key.

Of all the various ways we communicate with one another in the insurance industry, one of the most common communication methods is through email. Email marketing is a far more effective method for generating high levels of client engagement, compared to social media marketing and paid ads.

To help you maximize your email marketing efforts, here are 3 ways insurance agents can build relationships through email. 

1. Keep it Relevant

As an insurance agent, your clients look to you to provide relevant information in a very direct and personal way. You are a valuable asset to your clients through the wealth of knowledge that you have obtained throughout your career. Utilize this information in your email communications, making sure it’s relevant to your client’s needs, positioning yourself as a trusted source of information. This is one of the most effective ways to sustain a successful relationship with a client and the trust you build will pay dividends down the road.

2. Personalize Every Communication

When sending an email to a client, provide thoughtful information, tailored specifically to them. Would you prefer a generic email that could have been written for anyone, or would you rather read something addressed specifically to you that addresses your needs? 

A personalized email should always address the recipient by name and be conversational, encouraging the recipient to reach back out to you with calls to action (CTAs). Meaningful conversations will generate higher response rates from your clients. 

3. Be Proactive and Engaging

If you want to build trust and further strengthen your relationship with your clients, be proactive by engaging them via email and address current milestones or hurdles in their lives. By looking for updates on social media platforms such as LinkedIn and Facebook, you can learn when your client gets a new job, has a baby, or decides to relocate. By being proactive and staying tuned in to what’s happening with your clients will provide you with the opportunity to help them plan for life or business changes as soon as possible.

We hope that you found this information beneficial and put these ideas into practice. Learn about connecting with clients in 3 Reasons Insurance Agencies Should Use a LinkedIn Company Page. Then subscribe to our blog so you never miss another post.

Editor’s Note: This blog was originally published on June 21, 2016 and has been updated and edited.


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