Let's start with a simple definition of insurance email delivery campaigns. A drip campaign is a direct marketing method used to engage prospects and retain customers by taking advantage of email marketing programs generated by dynamic and continuous content. Campaigns send targeted and conditional content based on existing and changing preferences. Content is sent to prospects and customers over varying periods of time to nurture prospects and improve retention.
An email workflow is a series of automated emails that are sent (or not sent), depending on the targeted subscribers, to facilitate their interaction with your agency. Email workflows are triggered based on information you know, or learn, about your subscribers (using branching for Yes, No, If, Then). Workflows allow agency marketers to send specific 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 discuss one of the many types of workflows that insurance companies can use.We will follow up with additional blog posts on other types of workflows in this series. Classes.
Insurance webinar workflow
Suppose your insurance agency schedules a webinar on a topic such as: ACA compliance in uncertain times, or Changes with CSA regulations and the impact on truckers. Email workflows allow agency marketers to communicate the information your attendees need to know, when they need to know it. Your agency's webinar workflow can be triggered as soon as a date is set, although it is recommended that a webinar registration landing page be ready at that time. -the.
Once triggered, the webinar email workflow begins to send automated emails, providing timely and useful information about the webinar, through to the webinar and after the webinar ends. This can include dates and times, whether the webinar will be recorded, where to get the presentation slide or accompanying material, and certification information for credits with HRCI, SHRM, etc. It is beneficial to start a few weeks before the webinar, and to remind those who have not registered and keep those who have registered.
Plugging in the insurance agency email workflow enables robust personalization and very specific content handling. For example, if a registrant replies that they want to receive the slides, a call to action (CTA) can be created to lead them to a download page. Or for registrants who wish to share the recorded webinar at a later date, and an email can be generated automatically, the day after the webinar, providing the recording link, and perhaps a CTA to schedule an appointment you to discuss coverage with your agency.
Needless to say, every agency should use simple email campaigns. However, for many agencies now is the time to invest in insurance agency email marketing. Agencies that lack the staff or tools to achieve this may consider outsourcing the initiative to a knowledgeable insurance marketing agency.