[Slides ] Email Marketing for Insurance Agents & Brokers

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Email Marketing For Insurance Agents & Brokers
The Ultimate Quick Guide to the  
Fast Path to Fast Growth

Introducing: Michael Jans, President and CEO, 
Agency Revolution.

To dispel the most
common myths about
email marketing.
To give you tools 
to quickly overcome
the most common
obstacles to email
marketing success.
To provide you with a 
6 Step Action Plan for
rapid success.
To elicit an understanding 
of the great potential in email
marketing for insurance agents
and brokers
Vision

Obstacles 
STOP
The
To Success.
7Most common

Bad information and silly myths
that confuse would be marketers.
1Obstacles
STOP

2
"I don't have enough email addresses.” 
Or,
"They're all locked up inside my
agency/broker management system."
Obstacles
STOP

3"I'm not a writer."Obstacles
STOP

4"I'm not a marketer."Obstacles
STOP

5"I tried it, and it doesn't work."Obstacles
STOP

6"I tried it, and some 
people complained."Obstacles
STOP

7
“Sure... sounds great, but how do I 
get the right message to the right
person at the right time?”
Obstacles
STOP
The most astute observation of all... 
This is the ESSENCE of great marketing.

Download free ebook:
www.AgencySuccessEbook.com
http://www.agencyrevolution.com/agency-success-ebook-2.offer

How to
Transform
Transformation
Obstacles to
Successes.
7
Points of
Transformation

Transformation
Eliminate bad information and
silly myths that confuse would
be marketers.
1

@
“People hate email.”

@
“People hate email.”
“Social Media is better.”

91% of consumers check their email at 
least once per day.
@

Facebook posts reach 2% of fans.
.07% of top Facebook fans engage with posts.
Email delivered 90% of time.
@

In Canada: 
CASL won't let me email.

Percentage of new customers.

What Makes Consumers Happy?Overallsatisfactionindex.
Agent +
emerging
852
822
Boomer
GenY
774
743
No
interaction
797
822
Agent only
830
814
Agent +
traditional
810
795
Non- 
agent only

Transformation
"I don't have enough email addresses."
2

Just like you "have to" get addresses, 
you must do the same, today, with email.

CSR on every call: 
"...and what is your email address?"
CSR Contest;Winner gets ___. 
(Time off, $, etc.)
Keep a white board by every CSR's desk.
Landing Page onWebsite.

CSR on every call: 
"...and what is your email address?"
CSR Contest;Winner gets ___. 
(Time off, $, etc.)
Keep a white board by every CSR's desk.
Landing Page onWebsite.
Use a marketing automation system that integrates
with your agency/broker management system.

Businesses are looking for deeper integration 
of email with other business functions. 
The most common barrier to integrating 
email with overall business strategies is,
disconnected systems and technologies.

Disconnected systems.
Reach Customers
Marketing Automation System
Agency/BrokerManagement

Transformation
“I'm not a writer.”
3

Use existing Best Practice campaigns.
Follow Best Practices.
Two major solutions:
If you can talk:
Write like you talk, be conversational.
Write freely, edit ruthlessly.

"I was reviewing your protection yesterday, and I'm
worried about something." Or, "I'm pretty sure we've
covered this with you before, but I'm still really
nervous about your situation."
Example:
Use some "PowerWords.”

"I was reviewing your protection yesterday, and I'm
worried about something." Or, "I'm pretty sure we've
covered this with you before, but I'm still really
nervous about your situation."
"I think I can save you money. More important, it looks
like we can protect you better from a serious danger."
Example:
Get to the point.
Use some "PowerWords.”

Subject lines, words, matter.
155,000 subject lines, corresponding
to a total of 24.6 billion emails sent
(and growing), making this the
biggest study of its kind.

Use plain text rather than HTML.
Feels like it's personal.
VIDEO Email.
Just talk!
Include links to landing pages.
‣Increases engagement.
‣Generates response.
‣Gathers information.
‣Shows expertise in modern communications.

Marketing is not aboutYOU,
It's about solving a problem forTHEM.
"The most advanced form of marketing is that
which creates meaningful relationships."

Build relationships.
Why do they get better results than we do?
Market what's new.
"New" gets interests.
Be regular, and be relevant.
Don't just be conversational, be a PERSON.
(Another reason that video email is so powerful.)

Nearly one third of email recipients open email
based on subject line alone.
Using the words“Sale”or“New”or“Video” 
in subject lines boost open and 
click-through rates.

Be RELEVANT:

Transformation
The biggest secret to email success...
4

"The right message to the right person 
at the right time.”
The power of being relevant.
If someone just became a customer...
If someone has a claim...
If someone has a birthday...

Attract Convert Optimize Retain
The ACOR+ Marketing Model
Prospects Buyers Clients PromotersLeads
C O RA

+Delight
At Every Stage in the Process
The ACOR+ Marketing Model
Prospects Buyers Clients PromotersLeads
C O RA

Our philosophy...

How DO you grow an agency?

$2,226,000

$2,226,000
$3,415,905

$5,676,538

Agency Management System
Unlocking the money that's stuck in your
agency management system.

Monday

27 Birthdays
Monday

4 Claims
4 Returning clients
27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
8 Lost clients 13 Cross sales 6 Lost policies11 Unclosed quotes
Monday

4 Claims
4 Returning clients
Monday
Trigger Point Marketing

4 Claims
4 Returning clients
Monday
@
@ @
@ @ @ @@ @ @
@ @ @ @ @ @ @
@ @
@ @@

4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
Monday
4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies
11 Unclosed quotes

4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
@
@ @
@ @ @ @@ @ @
@ @ @ @ @ @ @
@ @
@ @@
Monday
4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies
11 Unclosed quotes
Tuesday Wednesday Thursday Friday Forever

The Cross Sell Generator

Home no auto
@ @ @

@ @
@ @ @ @@ @ @
@ @ @ @@ @@
Client no life
X noY
Home no auto Commercial no personal
CL no comp
Personal no "toys"
CL no commercial autoAuto no home
@ @ @

Transformation
What to do if people complain.
5

Let people unsubscribe and 
do NOT worry about it.

Recognize:
Business is a contact sport.
The only way to hear no complaints is to
never interact with your customers.
The only way to listen to your customers 
is to engage with them.
Always deliver value. 
Then you know you're doing the right thing.

Transformation
Marketing = Campaigning
6

Not just "once and done.”

Transformation
8 of the Biggest Money Campaigns
for Insurance Agents and Brokers.
7

A Claims Campaign that reaches out to
people throughout their claim experience.
Results:
Customers feel your advocacy during 
an emotional time; 
Carriers get legitimate feedback 
on claims service.
1

Account Renewal that engages customers 
in a positive experience as they 
contemplate their relationship.
Results:
Higher retention and more policies 
per customer; 
Reduced E&O exposure; 
More emotionally engaged customers; 
Less time staff is making outbound calls.
2

Lost LeadWarming Campaign that
continues to follow up on leads that 
don't close on their ex-date.
Results:
Marketing funnel is fuller for future; 
Leads are impressed with messaging; 
Money investing getting and quoting leads 
is not wasted.
3

New Lead Conversion Campaign that
instantly follows up with new leads.
Results:
Stand out from the crowd; 
Increase conversion ratio.
4

"Lost Soul" Reactivation Campaign that
recycles former customers.
Results:
Low cost new customer acquisition.
5

Yelp & Google + Campaigns that generates 
5 Star Reviews for organic search.
Results:
Instant credibility; 
More leads; 
Higher closing ratio.
6

Referral Campaign that generates 
referrals from existing customers and 
other Centers of Influence.
Results:
More new leads with super-high 
closing ratio; 
More engaged customers; 
Higher retention.
7

Cross Sell Campaign that increases 
policy per customer count.
Results:
Higher income and retention.
8

The
Plan
6
Point Action

Point Action Plan.6

Decide. Once and For All.
1
How serious are you about growth?
Decide whose JOB this is.

Decide how you're going to deliver 
your email marketing?
2

Determine value of integrating with your ams/bms.
3
www.thegrowthanalyzer.com
Run your numbers!

Pick which campaigns to start with:
4
Referral Campaign
“Lost Soul”Campaign
Yelp & Google + Campaigns
DIO Launch Campaign
Lead Warming Campaign
Quote Form Follow-up Campaign
Proposal Campaign
Lost Lead Nurturing Campaign
Over 10 Cross Sell Campaigns
Trust Campaign (Why I believe...)
Account Review Campaign
Testimonial Campaign
Digital and Paper Newsletters
Birthday Campaigns
Claims Campaign
Welcome Kit Campaign
5 Disaster Campaigns

Explore Marketing Automation Software for
insurance agents and brokers.
5
Visit www.agencyrevolution.com
Or call: 888.208-9239

Request more!
6Email me at:
Michael@AgencyRevolution.com
subject line: Slides
I'll send you slides from this show
and CASL regulations
& a 2015 Email Action Plan

What clients say...

[Slides ] Email Marketing for Insurance Agents & Brokers

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