Let’s start with a simple definition of insurance email drip campaigns. A drip campaign is a direct marketing method used to engage prospects and retain customers by using ongoing, dynamic content-generated email marketing programs. The campaigns send targeted and conditional content based on existing and changing preferences. The content is sent to prospects and customers over different time periods to nurture leads and improve retention.
An email workflow is a series of automated emails that are sent (or not sent), based on the intended subscribers, to facilitate interaction with your agency. The email workflows are triggered based on information you know or learn about your subscribers (using branches for Yes, No, If, Then). The workflows allow agency marketers to send precise emails at predetermined times to specific prospects or clients. Well-designed email workflows can help insurance companies improve conversion rates and customer retention. Let’s talk about one of the many types of workflows that insurance companies can use. In this ongoing series, we will be publishing additional blog posts about other types of workflows.
Insurance Webinar Workflow
Let’s say your insurance company is planning a webinar on a topic like: ACA Compliance in an Uncertain Eraor Changes with CSA regulations and the impact on truck drivers. Email workflows allow agency marketers to communicate the information your visitors need to know, and when they need to know it. Your agency webinar workflow can be activated once a date has been set, although it is recommended that a webinar registration landing page is ready at that time.
Once activated, the webinar email workflow starts sending automated emails, with timely and useful information about the webinar, up to the webinar and upon completion of the webinar. This may include dates and times, whether the webinar will be recorded, where to get the presentation slide or accompanying materials, and certification information for credits with HRCI, SHRM, etc. It is beneficial to start a few weeks before the webinar and to remember those who have not registered and save those who have registered.
Branching out of the insurance agency email workflow allows for robust personalization and highly specific content fulfillment. For example, if a registrant responds that they want to receive the slides, a call-to-action (CTA) can be created to direct them to a download page. Or for registrants who want to share the recorded webinar at a later date, and the email can be generated automatically, the day after the webinar, with the recording link and perhaps a CTA to schedule a meeting to discuss coverage with your agency to discuss.
It goes without saying that every agency should use simple email campaigns. However, for many agencies, it’s time to invest in insurance company email workflow drip marketing. Those agencies that do not have the staff or resources to accomplish this may want to consider outsourcing the initiative to a competent insurance marketing agency.