Maintaining regular and effective communication with your clients can mean the difference between a loyal client and a lost client. Don’t wait for your clients to come to you when they have a problem to establish a connection— reach out to them now and reach out often.
It’s important to stay connected with your clients on a regular basis to keep that agent-client relationship strong and healthy. Think you might be bothering them? Don’t. They want you to talk to them and keep them informed and updated. 81% of clients leave due to lack of communication. That’s a huge amount of your clients that could potentially leave for a reason that is easily rectified. It will also save you money since new clients cost 10 times more to acquire than it costs to maintain existing ones.
Email is Effective
We’ve already established that reaching out to your clients on a regular basis is a must for a successful insurance agency, and email can help. Email is appreciated and preferred: 72% of consumers prefer to receive promotional messages or client updates via email. It relays the message without interrupting their day.
If you already have your data organized in an agency management system like AgencyBloc, then setting up email campaigns is quick and simple. You just choose the template, the trigger for it to be sent on (i.e. status date, Annual Election Period (AEP) start date, Open Enrollment (OE) date, etc.), and the marketing automation component of the system will do the rest. It makes your OE season easier because you can maintain consistent contact with your clients and agents without having to take a substantial chunk out of your day. The autofill works like a basic Microsoft Mail Merge and can help you personalize the email to each individual client/agent while also providing them with the essential message and your contact information.
This goes a long way to keeping your name in their head and the message top-of-mind. You can send reminders that let them know that OE will soon be starting or that AEP is right around the corner. You can let them know when changes to their policies will be coming or taking effect and what they need to do. Your clients have a lot on their plates, so their insurance policies often slip from top priority, but with your regular communication, these important dates will stay at the top of their to-do list.
What do I send?
Does email marketing sound like a great option for you, but you’re not sure where to start? Here are some templates you could use to send to your clients and agents during OE. Again, with the email marketing component in AgencyBloc, all the brackets you’ll see below would be automatically filled with the information provided from their account fields within AgencyBloc.
Sometimes you need to send reminders to your clients. Here’s an email you could send to remind your client that they have a policy that needs to be renewed:
Open enrollment season is upon us! Your policy [name/number] will expire on January 1, 2017. Please contact me at [phone number] or reply to this email to discuss your renewal options. I’m happy to help!
This one is based on their coverage type, client type or the carrier they’re with. This is an email you can send to clients that have policies that will be changing or ending and will need to go to a different plan/carrier:
I wanted to inform you that [carrier] has changes that will occur after 1/1/2017 that I suggest you review [here]. Call me at [phone number] or email me with any questions you have—I would love to set up a time to meet or chat.
Say that you have a client set to the status of “pending”. You’ve submitted the application, it’s going through the process, and you’ve just received word that it’s now approved or completed. Here’s an email based on policy status that you could send your client:
As of today, we’ve received notification that your [health exchange] application has been approved and they have received all documentation. I will let you know if any other documentation is needed, and I will continue to update you as your application moves along the process.
Sometimes you need to help your agents and remind them of upcoming dates. Here’s an email you could send them to not only remind them that OE is approaching but also that you’re there to help:
Dear [Agent First Name],
This is a reminder to let you know open enrollment begins on November 1st. Make sure you have everything you need in order to reach out to all of your clients!
If you would like to use these email templates, you can download the Word document here and start sending them today!
Email Campaigns for Open Enrollment
This eBook will give you more ideas for email campaigns you can set up for your clients, prospects, and agents.