At first glance, email marketing may not seem to have anything to do with insurance. But, insurance requires personal relationships with clients to ensure their individual needs are met through their insurance offerings. And, this is where email marketing plays a key role. Several email marketing software options are available, but we’ve narrowed it down to the top 5 best email marketing software for insurance companies.
It’s important to know that the insurance industry requires constant lead generation to gather potential customers and grow your client base. Beyond this, strong lead conversion is necessary to ensure you are serving as many leads as possible. This requires a deep understanding of different insurance offerings and how they can apply to individual customers.
However, today, email is the easiest way to get in front of your client base and consistently communicate with them on the days you don’t have one-on-one conversations. Many businesses rely on email as their primary form of communication – 35% of marketers send their customers up to 5 emails a week.
Many people assume email marketing to be a blanket approach to customer relationships – no focus on the individual customer and their wants and needs. However, this is not the case for many email marketing software platforms.
Today, email marketing software has the capability to manage multiple customer relationships and keep track of the specific characteristics that make them unique. This helps you develop intimate customer relationships without having to nurture each relationship independently. Instead, your email marketing software keeps track of your leads, their preferences, activities and manages your relationships for you.
Many platforms allow for deep personalization capabilities to help you maintain and nurture your relationships with customers over time. Here are some of the best email marketing software platforms for insurance:
5 Top Email Marketing Software For Insurance
- HubSpot – best for lead conversion
- Mailpro – best for security and protection
- Constant Contact – best for email automation
- Campaign Monitor – best for email optimization
- Sendinblue – best for audience segmentation
1. HubSpot – best for lead conversion
Lead generation is critical in the insurance industry. At least 72% of consumers begin their insurance research through search engines. Understanding how much effort goes into lead generation, you will want to ensure the highest lead conversion possible. HubSpot provides a variety of tools to assist in lead conversion to payoff your lead generation efforts.
As an ideal email marketing software for insurance firms, HubSpot can be used to house an entire email marketing campaign end-to-end, including a landing page to gather leads, forms to take down potential customer’s information, targeted ads, and more to pair with email marketing capabilities.
All this individual lead information is gathered in one place, painting a picture of your customer base from start to finish. Then, you will be able to look at your marketing campaigns’ individual pieces and evaluate where you may need to adjust to ensure the highest lead conversion.
What’s more?
The software handles the complete customer journey, from capturing your leads to the individual communications sent. Using HubSpot, you can ensure maximum lead conversion to build your customer base and get a high return on your investment in the software.
In addition to the wide range of tools included, HubSpot offers “HubSpot Academy” – a library base of how-tos and best practices for users regarding lead generation and conversion. The library is full of detailed resources to ensure you use the HubSpot email marketing software to its maximum capacity and get the highest return on your investment by using all its capabilities.
In addition, HubSpot Academy will help you build on your lead generation and conversion efforts and learn how to leverage the software to meet your business needs.
Pricing
HubSpot starts at $45 a month to market to up to 1,000 contacts based on your email marketing needs. Beyond this, HubSpot offers 2 more plans: Professional and Enterprise, which vary in how many contacts they can hold and the capabilities offered. You can learn more about HubSpot’s pricing and what the software has to offer here.
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2. Mailpro – best for security and protection
Mailpro is one of the best email marketing software for insurance. It helps you send large quantities of emails while ensuring delivery every time. Mailpro’s SMTP Relay Server maintains your IP’s reputation and prevents your email communications from sorting into recipients’ junk mail folders.
Understanding how important and confidential client information is, Mailpro also ensures safety with encrypted links. So, your customer’s insurance policy number, details, and more are completely protected using this email marketing software.
In addition to these capabilities, Mailpro provides in-depth statistics from your unique campaigns to help you evaluate their progress. In addition to your typical open and click-through rates, Mailpro’s statistical measurement tool shares your campaign’s reactivity rate: what percentage of readers were interested in your email after reading it. This demonstrates the effectiveness of your campaign and the overall quality of your emails.
What’s more?
Mailpro helps you deliver more emails and ensure they are delivered effectively. It secures your customers’ personal information, making your company and the communications you send something your clients can trust.
You can assure your communications are delivered on time, every time, and always sort into your clients’ inbox. This consistent timing and delivery is key to sending important communications critical to your consumers and their current policies.
Pricing
Mailpro offers 3 pricing options depending on the number of emails you plan to send monthly. Starting at $0, Mailpro can charge over $250 a month for over 50,000 emails monthly. Each plan offers most of Mailpro’s unique email marketing capabilities. You can learn more about Mailpro’s pricing packages and offerings here.
» MORE: How Effective Is Email Marketing?
3. Constant Contact – best for email automation
Constant Contact provides detailed automation capabilities that can support intimate relationships with your customer base. For example, a user can create multiple email communications templates to be sent out to various customers at important points during their customer experience. This will help you reach your clients at critical times in your business relationship.
Using Constant Contact, you can create welcome email templates to send to new clients who have signed up for your email communications. From there, you can customize even more communications – send emails to customers for their birthdays, anniversaries, and more dates unique to each individual. The possibilities are endless when it comes to automation in Constant Contact.
What’s more?
Reaching your customers at these important moments strengthens your relationship with them overall. This shows your customers how much they mean to you and how important they are in your business. This personalization goes a long way to increase your exposure to different consumers and improves your sales over time. When it comes to insurance, people want to feel cared about and know their needs are being taken care of.
Using Constant Contact’s automation capabilities, you can strengthen your relationships with clients on an individual basis easily. These more personalized messages resonate with customers more and encourage more open rates – marketers have seen an average increase of 20% in sales when personalizing email marketing experiences. Again, simple automation flows are easy to set up in Constant Contact, go a long way with customers, encourage more participation in your business, and increase sales.
Pricing
Constant Contact starts at $20 a month and offers an Email Plus option for $45 a month. For larger organizations, Constant Contact offers a Pro option that requires an individual consultation for pricing. You can learn more about Constant Contact’s packages and capabilities here.
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4. Campaign Monitor – best for email optimization
Campaign Monitor is another effective email marketing tool that is excellent for insurance firms. This platform ensures you never waste time in sending personalized emails to your clients. With Campaign Monitor, you can send emails to your target audience at the optimal time.
Campaign Monitor pays close attention to when your clients open and review their emails and takes these activities into account when sending out personalized messages. As a result, the software helps you get in front of your customers more often with the information they want to see, exactly when they want to see it. This increases your open rates, and the likelihood clients will take advantage of your insurance offers.
What’s more?
Campaign Monitor also optimizes your emails across time zones. For example, if you are distributing a time-sensitive promotion via email communications, Campaign Monitor ensures your emails send at the same local time across countries. This helps you ensure all your customers, regardless of where they are located, will receive your communications promptly. You can set up your individual email communications well in advance, and the software will handle the rest.
The optimization capabilities Campaign Monitor gives you the highest possible open rates and ultimate return on your investment. It allows you to send your emails intelligently, incorporating your customer’s individual habits to check their personal emails. You can be confident you never waste time customizing your emails with Campaign Monitor’s elite optimization tools.
Pricing
Campaign Monitor starts at $9 a month for the Basic package. The Unlimited package starts at $29 a month and offers unlimited emails to your list and priority customer support. To access Campaign Monitor’s capabilities beyond this, you will need the Premier package starting at $149 a month. You can learn more about Campaign Monitor’s email marketing software and packages here.
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5. Sendinblue – best for audience segmentation
When it comes to insurance, you will want to know every detail about your customer’s preferences and their history in full. This personalized approach is critical to find out exactly what your customers are looking for from their insurance company. Gathering as much information about your clients as possible often leads to higher sales conversion.
Sendinblue email marketing software allows for in-depth audience segmentation. There’s no limit to how much information you can store on your customers through Sendinblue.
However, you can gather as much as possible to ensure all your email communications are tailored to your specific customer groups and reach them with the information most important to them. As a result, you’ll never miss an opportunity to present your clients with the content they want to see.
What’s more?
You can segment your audiences based on specific traits, including their engagement and purchase history, interests they’ve expressed through previous campaigns, and geographical and economic identifiers.
By segmenting your audience from these traits, you can send personalized emails about content that matters to them – focusing on specific topics and products that meet their exact needs. According to statistics, marketers who use segmented email campaigns experience a 760% increase in their revenue. This will help you send more targeted campaigns and increase your overall sales.
Pricing
Sendinblue offers 4 different packages ranging in capabilities available and the number of contacts you are allowed to distribute communications to. There is a Free plan with limited capabilities, up to an Enterprise plan that requires a business-specific quote for pricing based on your individual needs. You can learn more about Sendinblue’s capabilities and pricing packages by visiting their website here.
» MORE: Best Email Marketing Software for 10,000 Contacts
Final Thoughts
Email marketing communications are critical to any insurance organization. Using email marketing software, you can ensure you are constantly communicating with your clients and presenting them with the most updated information regarding their policies, plans, and promotions available to them. Establishing these relationships online and in-person shows your customer base that you care about them and know what they want from you as their insurance provider.
We’ve discussed the 5 best email marketing software for insurance agents. Using any of these email marketing software platforms, you can distribute effective email communications that are personal to every customer. Especially in the insurance industry, this is particularly important, as people are highly selective regarding their insurance policies.
As you consider different email marketing software options for your specific business, be sure to understand what you are looking to accomplish through your email communications. From there, you will have a good idea of which software will meet your unique needs and ensure the highest return on your investment. So, take advantage of one of these tools to ensure you reach your customers with the content that matters to them, efficiently and effectively for your business.
Sources:
https://blog.hubspot.com/marketing/email-marketing-stats
https://monetate.com/blog/the-tipping-point-for-personalized-website-experiences/
https://www.sendx.io/email-marketing-in/email-marketing-for-insurance-agents