Email Marketing 101 for the Insurance Professional

Times are changing, fast. In the last few years the insurance agent client relationship has changed in a big way. With the development of incredible communication tools it is easier than ever to keep in touch with all of your clients on a personal basis. With tools like a website, email, and social media you can keep your clients in the know while finding new potential clients. Today we will look at email marketing in depth and see how it can be used to keep your old customers and foster new clients.

Email marketing has been around for over two decades, but the tools has gotten considerably better over the years. Now with tracking you can truly understand what your clients want to know more about and what they don’t care about anymore. 

Keeping Up with your Clients

The first thing you should make sure that you need to be doing is keeping in touch with your clients on regular basis. Having a weekly or monthly newsletter just to keep up and make sure they know all of the benefits available to them. By reaching out to your clients and keeping them up to date on benefits, new plans, or just a place for them to email you back and ask a question.

Keep your newsletters short but informative. Have around 5 pieces of content in each newsletter, and explain new things in a language that your clients will understand. By being transparent you will make a strong connection with your customers that will keep them loyal for years to come.

Fostering New Relationships

Keeping up with your current clients is only part of the equation for email marketing. The real potential in email marketing is reaching out to people that are not yet clients to show to them why they need to become your customers. By reaching out to these potential clients and informing them about the perks of signing up with you they will understand what makes you the superior choice to be their agent. 

In this newsletter make sure to include interesting and informative articles and videos on the plans you offer, on the benefits of your company and a simple and easy way that they can contact you for more information. 

Use the Data

After you have sent your emails you need to look into the data and see what interested your subscribers and what they don’t care about. By keeping a constant eye on the data you can easily tweak what you send to be more interesting to your readers. If you do it right people will be excited to get your emails and be interested in what you have to say.


By using email marketing to its fullest you can cultivate the relationships you already have and create new potential relationships so that you can grow your business in a way that was never possible before. 

If you are open and honest in your newsletters you will connect with your subscribers in ways that were only dreamed of years ago, which will lead to real gains in your bottom line.

Want to learn more about how to do email marketing? You can read more about email marketing here.

Azriel Ratz, CEO of Ratz Pack Media, is an expert in social media, email marketing, and online advertising. He has been working in the industry for several years. If you have any questions or comments about this article contact him directly at