Recruiting employees or agents for your agency can be a daunting task. You post a generic job posting and hope to get responses from candidates who would fit in well with your agency, but that doesn't always yield the best results. Farmers Insurance flipped that process with the help of email marketing.
Instead of waiting for candidates to respond to a job posting, they sent personalized emails to candidates they had already researched and thought would fit in well with their agency. How do they do it?
"The secret: we use specific keywords and phrases to capture the attention of our readers. First, we spend time on industry keywords, ensuring that we're referencing the job seeker's current position, area of expertise, and potential opportunities at Farmers."
The candidates who Farmers Insurance sent targeted messages to were more compelled to respond and begin a relationship with them. Not a ton of engagement, let alone replying, happen when your email messages are generic, mass emails. Recipients genuinely appreciate a personalized, hand-crafted email and are much more likely to respond to it.
Recruiting isn't the only process that can be improved with the help of email marketing. Here are a few opportunities where your agency could use email marketing/campaigns:
- New lead development
- Open enrollment announcements
- Events based on age (18, 26, & 65, for example)
- Upcoming webinars/educational event announcements
- Cross-selling opportunities
- Product rate increase notices
- Policy renewal notices
- Agent E&O/license expiration alerts
- Product/carrier updates for agents/clients
These are only a few areas where your agency could automate messages based on triggers or send mass email announcements. To learn more about email marketing within the insurance world, download this free eBook: