On average, insurance agencies have about 10% of their customer’s email addresses*. This low number can be attributed to a number of items. Some customers have been around longer than 10 years or so where collecting emails wasn’t anything to think about. Many of the older agency management systems have never had a place to store email addresses or the agency never took the time to collect the email addresses.

Collecting email addresses can be very simple, but it may take some time.

When a customer is on the phone, submits something online or walks into your agency ask them for their email address. It will take a few extra minutes but over a couple months that 10% can easily jump to 20% or 30%.

Run a postcard promotion or contest (Requiring customers to give you their email address of course)

Privacy matters

When asking customers for email addresses explain to them how you plan on using their emails. (Email best practices)

Don’t spam!

Newsletters can be a very simple way to promote your insurance agency and to build your web presence. However, if a customer gives you their email address don’t assume that they are also interested in receiving your monthly newsletter. If you add them without asking first, they may opt-out, black list you or report your newsletter as spam. If they opt-out you should definitely respect their wishes and not send them anymore unsolicited emails. If they black list your email address then you will be unable to send them any more emails. (Even legitimate emails) If they report your newsletter as spam (All major web based email providers have this feature) your email address may be flagged as a spammer… (This is something that is very hard, if not impossible to correct).

Best practices – How to use email addresses

Now that you have your customer’s email addresses what should you do? There are many legitimate reasons to email customers. When you first receive an email address from a customer send them an email talking about ways your insurance agency uses emails and your website to communicate with their customers. (This is a good place to promote your monthly newsletter and let them opt-in)

Legitimate Reasons to contact your customers:

Catastrophe or claims updates – A good example of this is during hurricane season in the south or ice storms in the north. Email your customers before and right after the natural disaster happens to remind them that there is valuable claims information for them on your website and to get it now before the power goes out.

Financial Times – As we know, even the largest of companies can fall or be bought out by another company. In times like these, it is a good idea to inform your customers that one of the reasons you are an independent agency is that you represent multiple carriers and that their insurance policy is safe.

Significant Changes – New service offered, new company or an office move.

Confirmation emails – Confirm policy changes, annual reviews or quote requests.

Follow ups – After a service was provided follow up and make sure your service level was satisfactory.

*10% is based off of conversations I have had with various insurance agencies located throughout the country.