Let’s start with a simple definition of insurance email drip campaigns. A drip campaign is a direct marketing method used to engage potential customers and retain customers by taking advantage of ongoing, dynamic content generated email marketing programs. Campaigns send targeted and conditional content based on existing and changing preferences. Content is sent to potential customers and clients at 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 target customers, to help facilitate how they interact with your agency. Email workflows are triggered based on information you know or learn about your customers (using branching for yes, no, if, then). Workflows allow agency marketers to send precise emails at predetermined times to specific prospects or customers. Well-designed email workflows can help insurance agencies improve conversion rates and customer retention. Let’s discuss one of the many types of workflows that insurance agencies can use, we will follow up with additional blog posts on other types of workflows in this ongoing series.
Insurance Webinar Workflow
Let’s say your insurance agency is planning a webinar on a topic like: ACA compliance in an uncertain eraOr Changes with CSA Regulations and the Impact on Truckers, Email workflows allow agency marketers to communicate the information your participants need to know, and when they need to know it. Your agency webinar workflow can be started as soon as a date is set, although it is recommended to have a webinar registration landing page ready at that time.
Once triggered, the webinar email workflow begins sending automated emails, providing timely and useful information about the webinar, leading up to the webinar, and after the webinar is complete. This can include the date and time, if the webinar will be recorded, where to find presentation slides or companion materials, and certification information for credits with HRCI, SHRM, etc. It is beneficial, a few weeks before the webinar, to remind those who haven’t registered and keep those who have registered.
Insurance agency email workflow branching allows for strong personalization and very specific content fulfillment. For example, if a registrant responds that they would like to receive the slides, a call to action (CTA) can be created to direct them to a download page. or for registrants who wish to share the recorded webinar at a later date, and email can be automatically generated, the day after the webinar, providing the recording link, and perhaps coverage with your agency CTA to set up an appointment to discuss.
Needless to say, every agency should be using simple email campaigns. However, for many agencies, the time has come to invest in insurance agency email workflow drip marketing. Agencies that lack the staff or equipment to accomplish this may consider outsourcing the initiative to a skilled insurance marketing agency.
