Insurance Agency Marketing and Sales Automation

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Insurance Agency Marketing and Sales Automation

Insurance services are supposed to be highly personalized and segmented. An insurance agency can choose to automate its marketing and transactional correspondence to collect customer data effectively and use it to provide such services.

Insurance agency automation helps companies become data-driven. This way, they can connect with their prospects by understanding their needs and offer the right products to them.

When customers receive what they need, they are likely to be interested in purchasing from you. You can accomplish the same by reaching out to the right people at the right time. Insurance agency marketing automation can help you do that.

17 Insurance Agency Sales & Marketing Processes that Needs Automation

1. Call Tracking

Every interaction between your insurance agents and their clients is important. Based on the provided information, you can offer personalized services and build brand loyalty. Apart from personal visits, try noting down all the important information while interacting via phone, email, and so on.

This will help you establish a solid mechanism to track and record phone calls. Insurance agency automation can help you record phone calls automatically so that you can store crucial data in your system.

Using insurance agency automation systems, you can allow customers to call you at any number and still reach their agent, whom they already know and trust. You can also schedule phone calls immediately after leads fill a form on your website or drop an inquiry. This way, you can be assured that your leads are attended instantly, and thus, no opportunities are lost.

2. Email Marketing

Today, email marketing has become more of a necessity. People trust agencies that send out regular emails, hence making it important for them to conduct timely email marketing campaigns. Though customers might not take the time to read every email you send, try drafting informative emails and send them to your entire mailing list. If used properly, email marketing campaigns can be a powerful lead generation and conversion tool.

Save time and increase efficiency by automating email marketing campaigns. Use insurance sales automation to conduct such campaigns on a weekly or monthly basis. There are so many things that you can do with email marketing, and they are:

• Inform current customers and prospects about rate changes, latest insurance products, add-on services, share recent news about the insurance industry, etc.
• Send onboarding messages to new customers.
• Re-engage old customers with promotional offers and low rates.
• Get in touch with prospects and encourage them to buy insurance from you.
• Share the necessary paperwork with new and existing customers.

 Also Read: Direct Mail Marketing vs Email Marketing

3. Data Entry

Data entry is a day-to-day job and you need to do it right. However, it can be complicated and monotonous at times. That is why insurance agencies are advised to automate their data entry tasks so that they can save their insurance agents’ time and improve productivity.

How to create an automated insurance agency?

Automate everyday tasks, including data entry. It can help you gather information from several sources like phone calls, inquiries, emails, and more, along with storing it securely in a centralized database.

It is no longer the time to make notes and stick them to your board or write everything down in a diary. The information received by your customers is way too valuable to be lying around your office on a piece of paper. Guide your insurance agents to automate data entry and use the data to follow up with customers proactively and engage leads in a personalized manner.

4. Personalized Communication

Personalized communication is one of the most common features of insurance agency marketing automation. Personalize your emails, direct mails, and other marketing assets to win your clients’ trust and loyalty. Using their first name in your marketing communications can prove to be effective as it is helpful in forming emotional bonds and making people feel special.

 Also Read: Direct Mail Marketing in Insurance Sector

Marketing automation for insurance agencies is useful to personalize emails, text messages, direct mail, and other channels. Personalization allows you to keep up with the life stages of clients and use these details in your correspondence. Whether you need to send bills to your existing clients or a marketing postcard to prospects, automated personalization can help you enhance your client’s buying journey and push them further in the sales funnel.

5. Tracking Successes and Failures

Every marketing campaign has a purpose. For example, there is a purpose behind connecting to a lead personally via email, text, or over a phone, you want to boost your sales. Hence, it is understandable why insurance agencies would want to know whether these activities are working or it’s time to make some tweaks.

Track marketing attribution and identify what’s working for your company. Marketing automation for insurance companies can help you with the same. You can assign numbers to every marketing campaign, irrespective of whether it’s a direct mail marketing campaign, social media marketing campaign, or anything else.

Through automation, you can track down every response or inquiry to its source and find out which campaign resulted in this response. This way, you will be able to clearly know which campaign generated the most number of leads and which one didn’t work at all. Whether it’s a prospect signing up on your website or visiting your branch, automating attribution tracking can help you know the source point of the lead generation.

Insurance agency automation allows companies to know the campaign’s ongoing costs, the generated ROI, loopholes, and so on—you can track the success and failure in one place.

6. Getting in Touch With Customers on Their Special Days

How many times have you wanted to wish a customer on their birthday, but forgot and missed it? Though your insurance agents should always remember their clients’ important days and wish them well. However, it is natural that they might not be able to do so. To overcome such issues, you can automate the process and send timely wishes to your customers.

It is crucial for insurance agencies to form personal relationships with their clients. People don’t always want to be treated formally and just as customers paying for something. You should go above and beyond your normal working routine to do something for them at times.

Wishing them on their birthdays, anniversaries with a personalized message makes your customers feel special and they will cherish the bond you have had with them for quite a long time.

 Also Read: Why You Should Send Thank You Messages to Customers

Remember, it is an additional touchpoint for your agents to communicate with customers. It is the best way to keep in touch with customers and stay top of mind. The next time they want to buy additional coverage, you are likely to cross their minds before anyone else.

7. Policy Application and Renewal

Make it your responsibility to keep customers well informed and updated throughout their policy application process. Let them know the status of their applications in a timely manner and tell them what they can do further. Perhaps, you can send a scheduled series of emails or conduct calls for the same.

You can automate these correspondences to save time and increase efficiency. With the help of insurance sales automation, you can save an incredible amount of time while also doing other tasks in a precise manner.

Customer retention in insurance agencies is important. But, you can accomplish that only through proactive and constant communication with your customers. An automated reminder to someone about the renewal can be the perfect start to it.

Get in touch with your customers before their policy expires, and explain the renewal process to them. The earlier you get in touch with them, the better are your chances of customer retention. Insurance agency marketing automation can help you contact your clients at the right time with the right piece of information.

Automation also enables insurance agencies to remember their agent license expiration dates and do the needful much before time. This helps you to stay ahead of others without worrying about anything else while serving your customers.

8. Onboarding New Customers

You need to make a good impression on your customers. Some insurance agents tend to forget about their clients once the purchase process has been completed. However, it is a completely wrong approach.

Though it might seem important to focus more on prospects and not customers, it is not the right way to go about insurance sales. Customer retention matters a lot to insurance agencies. Hence, your agents should initiate having a robust customer onboarding system in place.

An automated insurance agency tends to have better onboarding practices as compared to those who do not use automation. Some of the examples are listed below:

• Send direct mail to welcome new customers to your agency and appreciate them for purchasing from you.
• In addition, ask your customers to follow you on social media, sign up for your monthly newsletter, and more to keep them engaged with your brand.
• You can send across another email asking them for a few more details about themselves. Explain how this information will be stored and used by your firm.
• Be open to feedback and let your customers provide you with the same. It will help you identify the areas that need improvements.

It is quite time-consuming and difficult to create and execute such onboarding and other campaigns. A proper automated life insurance sales system can get it all done on your behalf.

9. Transactional Correspondence

Transactional correspondence comes into the picture whenever a transaction gets completed, like purchase or renewal of policies. An automatic confirmation regarding such transactions is the basic thing that customers expect. This way, they can know that the transaction has been rightly completed and they now have proof of the same.

Automating such transactional communications is extremely efficient and time-saving. It also gives you an opportunity to understand customers’ doubts and solve them instantly. A purchase confirmation mail or email allows agencies to upsell and cross-sell by including details related to other policies in the same communication thread. Through an automation platform, you can also find out the customer’s preferences to suggest products and services around them.

If a person happens to visit your website but does not complete any transactions, insurance agency automation can help your agency send them an email automatically. This email can prompt them to come back and finish purchasing a policy or at least scheduling a session with one of your representatives. Hence, it is always a bonus to know how to automate insurance sales.

10. Market Segmentation

Segmenting your audience according to their preferences, lifestyle, life stages, demographics, buying history, and location can be very helpful to your agency. You can send targeted emails and mail to get higher response rates and more engagements.

Targeted marketing is always better than general marketing, especially in the insurance industry. If you are wondering “how should I go about automating my insurance agency?” you can consider click segmentation. Basically, you can segment your audience according to what they click on in an email. Sorting them into smaller, segmented groups allows you to deliver the right message to the right people.

 Also Read: Insurance Marketing Strategies and Ideas

Direct mailing lists can also be segmented like email lists. PostGrid’s print and mail API can help you build segmented mailing lists from scratch. Just choose the demographics related to your ideal customer profile and select the location you want to advertise in. Insurance agency automation associates can help you do so in the right manner.

11. Customer Feedback

Asking for customer feedback should be a part and parcel of your operations. You should know what you are doing right, what changes are required. And if there is something that customers are not liking about your agency, you can always improvise it. Try to get these answers directly from your customers.

If your website is lagging or the policy application process is too complicated, you should be the first to know about it. Customer feedback is the only way you can identify the flaws in your system and correct them immediately.

Encourage your agents to ask their clients for reviews. Be honest and take responsibility for any problems that the customers are facing. Along with personal conversations between your agents and customers, it is recommended that you automate the process of collecting customer feedback and implementing the same.

Draft surveys and automate the procedure to send them to your customers either via direct mail or email. The best marketing automation software for insurance agencies will also help you convert responses into usable data.

12. Social Media Marketing

Marketers struggle with switching between different social media apps and posting on a regular basis. It can be exhausting to remember and post everything properly on the right platform. So, why not automate it? This way, you can get better-automated insurance sales leads.

Automating your social media marketing activities can help you manage all your social media handles from one account itself, without you having to switch from Instagram to Facebook, from Facebook to LinkedIn, and so on.

Create posts beforehand and schedule them to be posted later. A lot of insurance agencies create posts for about a month and let the marketing automation platform post them automatically every day or every week, depending on their marketing strategy and period.

Posting every day and checking for views and comments to collect data can be hectic. Insurance agency marketing automation gets you rid of such monotonous tasks. Data Analytics enables companies to understand their target audience by highlighting their online behavior and preferences.

13. Blog Posts

Draft informative content related to insurance products and services and post it on your website’s blog section. It can not only generate more leads but also help convert them.
Share the latest industry news, offer insurance advice, and more through blogging.

However, it can again be hectic to remember and post blogs regularly. Like social media posts, you can also automate blog posting.

Insurance agency marketing automation system solutions can help agencies do the same effectively.

14. Lead Assignment to Agents

Insurance services are personal in nature and customers would not want to deal with many people from your agency for the same thing. Rather, they would like to have just one person to represent your agency to address their needs and queries. Using insurance sales automation, you can automatically assign leads to your independent insurance agents based on specific categories like location or insurance type.

After such lead assignments, your agents should schedule calls and personal meetings between the two parties. However, this can also be followed by text messages and emails on the agent’s behalf using the platform. Insurance agency marketing automation can also help agents get timely notifications regarding the activities of their clients.

15. Lead Generation and Engagement

Sending regular text messages, emails, and direct mail items to your prospects is a huge aspect of lead generation. If you know how to automate auto insurance sales, you probably know that it can help you right from the starting phase, which is lead generation.

Whenever a person submits a lead form on your website, it should create a trigger. Your representative should then reach out to the prospect immediately. Responding to leads just within a few minutes increases your chances of conversion.

The next step is keeping those leads engaged. Even if they aren’t actively shopping for insurance, you should communicate with them regularly to persuade them a little during every interaction. This might encourage them to change their minds and purchase a policy from your agency.

16. Lead Conversion

After lead generation comes lead conversion and it is more important than the former. Once you acquire leads through social media, website clicks, email marketing, and other sources, it is your job to nurture and help them through the marketing funnel.

Gaining leads is a very tough process for insurance agents. Once you acquire them, address their needs properly and guide them further.

Insurance agency automation allows agencies to conduct various marketing campaigns through various channels. You can collect results from every campaign and compare performance. Automation allows you to tailor your campaigns, stay in touch with prospects, keep them engaged, and persuade them to purchase from you.

An automated insurance agency is more likely to touch and convert cold leads when compared with those who do everything manually.

17. Maintaining Client Communication

Ongoing client communication can help insurance agencies in more than one way:

• You can get more and more referrals when you are in constant touch with your clients.
• There are possibilities for upselling and cross-selling.
• Make announcements regarding new products and add-on services.
• You can convince your customers to renew their policies, and so on.

These are just some examples of how you can benefit from maintaining proper client communication. Make a plan to contact customers frequently and stay in touch at all times.

You can simply automate a direct mail campaign every month using PostGrid’s direct mail automation solutions. Similarly, automate your social media and email marketing campaigns. The point is to keep your customers engaged at all times so that they don’t start shopping elsewhere.

Benefits of Insurance Agency Marketing Automation

There are several benefits of automating your lead generation, conversion, communication, and other processes. Some of them are:

1. Increased Productivity and Saved Time

Insurance agency automation systems help agencies save a lot of time and manual effort. Their staff can focus on strengthening client relationships and offering better services backed up with timely communication, regular engagements, and so on—increasing your agency’s productivity significantly.

2. Retained Customers

Everything that is required to be done by insurance agencies to retain their customers is possible through marketing automation. Understanding their needs, taking and implementing customer feedback, and being available to solve doubts at all times are some examples of such things.

3. Improved Follow-Ups

Every time you follow up with a client, you get to know something new. This data should be well-organized and used to strengthen follow-ups. Insurance agency automation helps you with efficient data entry and data management, hence helping you achieve your motives.

4. Tailored Touchpoints

Since marketing automation enables you to keep tabs on your customers and have all the data accessible at one place for a quick glance at any time, you can tailor communications. Such personalization can impress customers and make them stay longer with your agency.

Sending direct mail to your existing and potential clients creates trust, personal bonds, and loyalty. People like receiving direct mail and tend to pay more attention to it than any email or display ad. Hence, insurance agencies should definitely incorporate direct mail marketing into their marketing strategies. Moreover, direct mail marketing is no more difficult and expensive to conduct.

You can automate direct mail marketing campaigns through PostGrid and have everything done efficiently. There is no manual intervention required on your part. Moreover, it is a cost-effective option and can help you get better leads. You can conduct weekly, monthly, or bi-monthly campaigns, depending on your requirements.

Find below some of the prime benefits of automating your offline communications and marketing:

• Make announcements regarding your new product launches or invite customers to trade shows and press meets. Sending emails about such things is good, as well. Try using direct mail marketing to get undivided attention and valuable responses. Automate the process to reach out to customers and prospects at the perfect time for communicating about these things.
• Save time and effort. Direct mail marketing campaigns can be sluggish and daunting if done manually. It takes a great deal of effort and time, which you can save by using insurance agency marketing automation.
• Create emotional bonds. Unlike other marketing channels that are basically things over a screen and can be scrolled by, direct mail offers a personal touch. You can send thank-you postcards to customers every year and onboarding letters to new customers without fail through automation.

Wrapping Up

Lead generation, conversion, and customer retention are perhaps the three most important aspects of insurance sales. Insurance agency automation can help agencies be ahead of their time and offer the best services possible. They can’t do these things on their own as manual effort can never be so advanced and effective. Hence, it is recommended to automate your tasks and wait for things to work out exceptionally well.

PostGrid’s print and mail automation solutions offer a huge helping hand to insurance agencies looking to conduct direct mail marketing campaigns. Our solutions offer personalization, customization, mail tracking, reporting, and so much more. Through these solutions, you can generate a better ROI, get more engagements, and improve your brand image considerably.

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