7 Easy-to-Use Insurance Email Templates for Agents

If you are an insurance agent and aren't sure about using email to reach clients, here's a statistic that may interest you: For every dollar you spend on email marketing, you earn back $42.

So how do you earn a slice of that ROI? When should you send emails, and what should they say? How can email help your insurance agency get the right policy in the hands of a customer who can benefit from the coverage you offer?

In this article, we've got some templates you can try out yourself and outline some of the factors that make for an effective insurance email.

The 7 Best Insurance Email Templates for Agents

Here are 7 reasons why you might email your clients and our best email templates to go along with them. You can customize these for your own use. Just copy and paste the content–and get started.

1. Introducing Yourself

Your introductory email needs to pack a lot of information into a small package. Try something like this:

Subject: Do you have the right insurance for your business?

Hello Jane,

My name is John Doe and I work for ABC Agency, where we provide business insurance policies to many of Dallas' rockstar small businesses.

Congratulations on your new business, Jane's Bakery. Are you wondering if you have all the insurance you need? Or if your policies will really cover you in a pinch?

At ABC Agency, we pride ourselves on providing robust, comprehensive coverage options to companies like yours with flexible, pay-as-you-go plans.

Are you available this week to talk more about how we can help? I can help you find the most affordable rates and the best policies out there. 

I look forward to speaking with you soon.

Cheers,

John Doe

2. Presenting a Quote

Once you've met with your potential client, a quick reply with their quote will get the ball rolling.

Subject: Here's the quote for your Business Owner's Policy

Hi Jane,

Thanks so much for meeting with me this morning. I loved touring Jane's Bakery–I can still smell those delicious chocolate chip cookies baking! You have a great location, and I'm sure you're going to do great on Front St. 

After reviewing my notes, I've pulled together an insurance quote for you (attached). I recommend a business owner's policy. A BOP includes several insurance products in one: liability, property insurance, and business interruption insurance. It offers robust coverage at a competitive price.

I'll call you in a few days to see what you think about this insurance plan. In the meantime, if you have any questions, don't hesitate to email me or call me at [phone number].

Again, thank you for your time today. I look forward to working with you in the future.

Cheers,

John Doe

3. Thanks for Purchasing a Policy

Gratitude is important! It's never a bad idea to thank your clients for their business.

Subject: Thank you for working with us!

Hi Jane,

Thank you for choosing a business owner's policy with ABC Agency. We know it's so important to get the right coverage for your business, and we are honored you've placed your trust in us.

We're excited to work closely with you, and our no. 1 goal is to make sure you're business is always protected. 

Do you have any questions? We are here to help. Reach out whenever something comes to mind.

Thank you again for choosing ABC Agency to insure Jane's Bakery.

Cheers,

John Doe

4. Welcome Email

A welcome email helps clients feel like you're there to help–and can softly pitch other insurance products you offer.

Subject: We're so glad you're here!

Dear Jane,

Welcome to the ABC family! We are thrilled to have you as a new customer and can't wait to meet all of your insurance needs.

As an independent insurance agency, we work with multiple insurance providers to find the best coverage options for all our customers. If you need any other type of insurance–like [include additional offerings unique to your agency, like life insurance, health insurance, home insurance or anything else]–we can help you too.

Do you want to discuss any of these policies?

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Cheers,

John Doe

5. Introducing a New Product

A happy client may want to expand their business with you.

Subject: Want better insurance for your vans?

Hello Jane,

I hope all is well with you and Jane's Bakery. I stopped in yesterday for a blueberry muffin and coffee, and they were delicious. I loved the hint of cinnamon in the muffin! Was that your idea?

I wanted you to be the first to know we are now offering commercial vehicle insurance to our policyholders. Auto insurance for your catering vans is super important since your personal car insurance won't cover them.

We're offering this insurance coverage solely to our current business clients at the moment and have some very competitive rates.

Would you like me to work up a quote for you? 

As always, thanks so much for being a part of the ABC family.

Cheers,

John Doe

6. Asking For Referrals

Once your relationship is established and comfortable, let your clients help you grow.

Subject: Know anyone who needs insurance?

Hi Jane,

You've been a valuable member of the ABC family for two years now, and we so appreciate your business–not to mention the muffins you supply for our monthly meetings!

Because you are a valued policyholder, I wanted to ask a quick favor. I know you are active in the local Chamber of Commerce, and I'm hoping you might know some colleagues who would benefit from working with our insurance company.

Referrals are one of the most effective ways to connect with our community since people really trust their friends, family and colleagues. Is there anyone you'd recommend I speak with?

Remember that in addition to business insurance products, we offer everything from life insurance policies to pet insurance.

As a thank you for your help, we will send you an Amazon gift card of $100 when your referrals buy insurance from us.

Thanks so much for your help!

Cheers,

John Doe

7. Policy Renewal 

If your client needs to renew their policy with you, send an email like this:

Subject: Time to renew your business owner's policy

Hi Jane,

I hope you're doing well! What a year it's been—from being listed as one of the top 5 bakeries in Dallas to being an official vendor for the city—you have so much to be proud of.

Just a heads up that your business owner's policy is up for renewal soon and will expire on June 15, 2023. 

If you're still happy with the coverage, we can easily renew it for you. 

Do you have some time to chat this week?

Looking forward to serving you again!

Cheers,

John Doe

Emailing Clients 101: How to Do It Right

You just heard about a business owner who might need insurance, or you really want to check in with a current client, or maybe there's another reason you want to reach out. Whatever it is, it's always a good idea to have a specific, concrete reason to send an email.

"Wanting to touch base" isn't a good enough reason to run an email campaign—be sure you know exactly what you'd like your customer to understand and do after you send your email. Your clients may receive hundreds of emails a day, and spamming their inboxes with non-essential messages will only annoy them. 

Consider the following occasions when you might want to connect with a prospective or current customer:

• Connecting with someone you'd like to work with (rather than cold-calling)
• Thanking someone for taking a meeting with you
• Presenting a quote or introducing a potential discount
• Welcoming a new customer to your company
• Introducing a new product or service (like pay-as-you-go workers' comp)
• Upselling an additional product to an existing customer
• Reaching out to a former customer
• Reminding a customer that it's renewal time
• Asking for referrals
• Offering value-added information, tips, or other materials
• Congratulating a customer on a milestone, such as a birthday or the anniversary of their policy's starting date

What Should I Include in an Email?

Although every email is different, there are some common denominators that should be included in most emails you send to your customers. Here are some to consider:

• Subject line: Make it specific—i.e., "Here's the quote we promised you" rather than "Save money with our policies." Avoid anything that sounds clickbait-y, like, "You can't live without this!" or "Cash bonus discounts!" and avoid too many exclamation marks.
• Greeting: In many cases, a simple "Hi, Jane" is enough. If it's your first time connecting with this individual, a more formal "Hello, Ms. Doe" may be more appropriate.
• Introduction: If the email is a cold introduction), introduce yourself simply. "My name is John Doe and I'm a customer service manager with ABC Insurance, Atlanta's top agency for life insurance." If you've already connected with the customer previously you can skip this step.
• Body: Here's where you state clearly what it is you're writing about. You'll see examples in our templates, but this could be something simple such as "I want to thank you for your recent renewal" or it could be a more complex message, such as "Here are ten great ways to care for your car during the winter months."
• Call to action: What do you want the recipient to do? Call you for a quote or to set up a meeting? Renew their policy? Refer a friend? Here's where you ask. In some cases, this may be the body of the email or could even be the first thing you say after the greeting.
• Closing: Thank the recipient, and follow that with a simple closing such as "cheers" or "best regards" and your name.

Tips for a Successful Email

If you'd like to try your hand at writing emails for your insurance agency, consider the following:

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1. Customize to your client: Even if you're sending out multiple emails in a cold call campaign, use software that allows you to personalize the email with the potential client's name. If you're sending just a few emails, it will only take minutes to personalize each one to demonstrate that you know who they are and care about their wellbeing. 
2. Keep it short: No business owner has time for long messages. Yes, you should personalize your emails, but also work to keep them as short as possible. Paragraphs should be only one or two short sentences, and your client shouldn't need to scroll down too far to read the whole message.
3. Keep it conversational: The fastest way to get information across in an email? Writing how people normally talk. That's how we speak in our everyday lives, which is why it's the easiest tone for people to read. And business owners don't have time for much else. So, write as though you're talking to a friend and avoid jargon as much as you possibly can. Use tools like Grammarly or Chat GPT if you need help revising your tone from serious to more conversational. You'll be surprised how well those tools work.
4. Time emails appropriately: Avoid spamming your clients. Unless there is real value to each email, there's no need to send messages every week unless you're actively working with them on a policy.
5. Proofread carefully: Read your emails carefully after writing them. Reading them out loud is one trick proofreaders use to be sure they've caught everything. Mistakes can be embarrassing, and they show a lack of care on your part.

What's a Good Email Open Rate for Insurance Agents?

If you want to see how your emails are doing, measuring their performance is the way to go. It's like checking how many likes you got on your latest Instagram post, but for your emails instead.

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Comparing your results to a benchmark is a great way to see how well you're doing. 

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For the insurance industry, the current benchmarks look something like this:

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• Unique Opens Rates: 21.3% (that's a lot of people checking out your email)
• Click-Through Rates: 2.13% (people are clicking and exploring)
• Hard Bounce Rates: 0.67% (not many emails bouncing back)
• Unsubscribe Rates: 0.25% (almost nobody wants to unsubscribe from your awesome emails)

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So go ahead, start writing those emails, measure your results and see how your email game is stacking up!

How Do You Pitch Insurance to a Customer?

So, you know how to write emails–but what are some overall tips for pitching customers?

There are a lot of different strategies, but the tried-and-true approach to pitching insurance customers is to figure out what's really irking them–and solve it for them. 

Maybe their rates are too high, or their current agency takes a while to write back to them. Maybe they're hit with surprise audit bills way too much (which Hourly eliminates, by the way). Whatever it is, offer a solution as soon as you can.

So, ask the right questions or, better yet, try to anticipate some of their issues before you meet them. That will help you get to the solution even faster.

What's next? Give them a range of options–and show how your product is better than the competition. Highlight the benefits of your insurance coverage and use stories or examples to illustrate how it can help customers. 

It's also important to emphasize your expertise and certifications to build trust and credibility. When customers feel like they are working with an expert who can guide them through the insurance buying process, they are more likely to choose your insurance over the competition.

And finally, don't be afraid to write a follow-up email. That will make potential customers feel like you're thinking of them–and gives you another way to discuss how you can solve their problems.

Use Email to Build Your Book of Business

Email marketing is a great way to remind current or potential customers that you're there to solve their problems. Our templates can guide you through the process or try your hand at your own email–just remember to keep it short and conversational.

So now that you're an email marketing whiz, all that's left to do? Click "Compose" and start building your book of business!