How To Increase Agency Retention Using ONLY Email

We all know that in order to keep retention high, it’s important to reach out to clients on a regular basis.  And one of the easiest (and most affordable) ways to do this is through EMAIL!

So how do you do this? 

First, you’re going to need to start gathering email addresses for clients and prospects.  You probably already have a good amount in your agency management system.  To get more…

  1. Ask for an email address with each quote request so you can immediately send a copy of the quote for them to review. 
  2. Ask for an updated email address with each phone call as part of  keeping client information up to date.

Now, there are a few federal laws on spam that you need to be aware of.  First, in order to email someone, you need their permission.  Generally in this line of business, you have received permission when they give you their email address. 

That means that you CAN’T just copy email addresses off of business cards or out of a school directory!  This will cause trouble.  They need to offer the information to you. 

You also must offer a way for someone to remove themselves from any further emails.  (This is called an opt-out.)  Don’t worry, if you use software to send your newsletters, this will be included.  And once they request to be removed, DON’T email them again! 

(Note: Don’t send a newsletter manually with your Outlook email address.  It’s not efficient and will get blocked by spam filters!)

You’re also required to include your business address clearly at the bottom of your emails.

Okay…so HOW are you going to send an email newsletter each month?

Here’s the trick!  You’ll use inexpensive software to add your email addresses, create one email, and then have it send it out to your entire list. 

Now some of you may already have this available depending on the agency management system that you use!  Make sure to find out because it might be a lot easier then adding a whole new system.

If you DON’T have anything available, then I recommend using Mailchimp to send your newsletters.  It’s free for up to 2000 email addresses (although the free version will have a mailchimp logo at the bottom.)  Paid accounts start at $20 per month and up depending on how many email addresses you have.  I’ve put together a short video below to walk you through how to use it!

So once you’re created your newsletter, WHAT will you write in it?

Your email newsletter is a great place to share helpful insurance tips, cross-sell opportunities, referral rewards updates, community events, and more!

But, I’ve made this incredibly simple too.  Each month in the Insurance Marketing System, I give subscribers a sample email newsletter that can be cut and pasted into their email system!  Customize your own agency information and voila!  (We also have 4 articles each month that can be added to a newsletter too.)  Click here for more details about the Insurance Marketing System.

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About The Author

Robyn Sharp

Robyn Sharp is an insurance marketing expert (and former agency owner). She specializes in Facebook content creation & marketing for P&C insurance agencies. Robyn has been a featured contributor to Exclusive Focus, PropertyCasualty360, IndependentAgent, and other insurance publications.