Digital Marketing

Insurance agency drip campaigns and email workflow

Let’s start with a simple definition of insurance email drip campaigns. A drip campaign is a direct marketing method used to attract leads and retain customers by taking advantage of email marketing programs driven by dynamic and ongoing content. Campaigns deliver specific and conditional content based on existing and changing preferences. Content is delivered to leads and customers for varying periods of time to nurture leads and improve retention.

An email workflow is a series of automated emails that are sent (or not sent), based on target subscribers, to help facilitate the way they interact with your agency. Email workflows are triggered based on the information you know or learn about your subscribers (using the branch for Yes, No, Yes, Then). Workflows allow agency marketers to send precise emails, at predetermined times, to specific prospects or clients. Well-designed email workflows can help insurance agencies improve conversion rates and customer retention. Let’s take a look at one of the many types of workflows that insurance agencies can use, we will continue 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 such as: ACA Compliance in an Uncertain Era, gold Changes with CSA regulations and the impact on truckers. Email workflows allow agency marketers to communicate the information their attendees need to know, and when they need it. Your agency’s webinar workflow can be activated as soon as a date is set, although it is recommended that a webinar registration home page be ready at that time.

Once activated, the webinar email workflow begins sending automated emails, providing timely and useful information about the webinar, right up to the webinar and after the webinar ends. This may include dates and times, whether the webinar will be recorded, where to get the presentation slide or supplemental materials, and certification information for credits with HRCI, SHRM, etc. It is beneficial to start a few weeks before the webinar and remember those who have not registered and retain those who have registered.

Branching out the insurance agency email workflow allows for robust customization and very specific content compliance. For example, if a registrant responds that they want to receive the slides, a call to action (CTA) can be created to take them to a download page. Or for registrants who wish to share the recorded webinar at a later date, and the email can be generated automatically, the day after the webinar, by providing the recording link and perhaps a CTA to schedule an appointment to discuss the coverages. with your agency.

It goes without saying that all agencies should use simple email campaigns. However, for many agencies, the time has come to invest in email workflow drip marketing for insurance agencies. Those agencies that lack the staff or tools to accomplish this may consider outsourcing the initiative to a competent insurance marketing agency.

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