Sales & Marketing | Read Time: 5 Minutes

Are You Staying in Touch With Your Clients? Here’s Why You Should

May 6, 2021

By: Lisa Muvich

The pandemic has forced us to rethink nearly everything we do, from working and learning remotely to navigating social interactions and dining out. Amid all this turmoil, your clients probably aren’t thinking too much about their insurance, or the factors that might affect their coverage needs. That’s why reaching out to your clients on a regular basis with relevant, helpful communications is so important.

It allows you to:

  • Alert clients to important issues they might not be aware of

  • Stay top of mind

  • Position yourself as a trusted, well-informed expert

  • Demonstrate your interest in an ongoing relationship versus getting in touch only when you want to make a sale

  • Strengthen loyalty and your relationships overall

Email is cost-effective

Traditional business communication methods typically include print materials such as mailers, newsletters, flyers and postcards. Each one could take a month or longer to plan, write, design, print and mail – making this a time-consuming and expensive activity. But email changes all of that, and often with a better return. Consider these stats:

According to Snovio Labs, there is a 28.5% ROI on email, compared to just 7% for direct mail. People read messages curated for them. And, 72% of customers prefer email as their main channel for business communication.

The Epsilon Email Institute reports 88% of users are more likely to respond favorably to an email if it looks like it’s been specifically created for them.

Newsletters make communication easy

If you talk to your clients only at renewal time, the relationship can feel transactional. Newsletters allow you to share relevant, timely information with your contacts on important topics that directly affect their lives, including:

  • Safety

  • Theft or injury prevention

  • Health and wellness

  • Lowering/managing risk

  • Keeping health plan costs low

  • Engaging and retaining employees

Email newsletters can act as conversation starters that enable you to get to know your clients better and keep the lines of communication open. A newsletter can include a single topic or multiple topics.

Here are some questions you might have about setting up a newsletter for the first time:

  • How do I get started?

    1. Consider the following:

      • What types of communications do you want to send?

      • Who do you want to send to?

      • How often do you want to send out your newsletter?

      • Who will be responsible for newsletter content and distribution?

    2. Create a content calendar – This could be as simple as a spreadsheet or even a handwritten list. It helps you plan what you want to talk about.

    3. Gather content – You can leverage the internet and industry/government websites or create your own content from the client and prospect questions that you get every day. Remember: You know more than you think you do!

    4. Send your newsletters and monitor feedback. Respond promptly to all comments and questions from recipients.

  • What kinds of content should I send?

    The kind of content can vary depending on the type of clients you have and the policies you write. While many of your clients may enjoy wellness and lifestyle content, your commercial business clients might want to know about:

    • Key industry trends

    • Specific risks or liabilities for their particular business

    • Cyber risk protection

    • Safety

    If you’re a benefits broker, your employer clients are probably interested in:

    • Compliance-related topics

    • Ways to lower plan costs

    • How to effectively manage claims

    • Benefits options to attract and retain employees

    • Employee engagement strategies

  • Where do I get content?

    You can create short articles or blog post-type messages from information you already have. Comb through your website’s FAQs, your agency blog or talk with your producers and account managers about the types of questions they get. You might be surprised to realize that you already have a lot of content; it may just need a little refresh or a new spin to make it more relevant.

    Good information sources include content from industry websites, online publications and nonprofit/government websites such as heart.org (American Heart Association), CDC.gov, OSHA.gov and NOAA.gov.

    You can link to an article or use the content as background research for content that you create. Just make sure to cite any sources you use.

  • How often should I email my contacts?

    There isn’t a short, easy answer for this one. It can vary by industry, by type of business and even the audience. That’s where your email analytics play an important role as well as setting expectations with your audience.

    If you’re sending emails too frequently, you’ll see your unsubscribe rates start to go down. According to Snovio Labs, you can use 20% as a benchmark for your open rate. If your open rate starts to plummet below that mark, it could mean that you’re emailing your contacts too often.

    Keep in mind that, if you’re just starting an email marketing program, your open rates may fluctuate as you learn which kinds of content and messaging resonate best with your recipients. Keep an eye on those analytics. They’re your best indicator of how your program is doing.

    You should also set expectations upfront with your contacts as to how often they can expect to receive communications from you. Whether you’re sending marketing-related emails or newsletters, be clear about the frequency.

Leverage your lists

Avoid email oversaturation by leveraging your contact lists. If you send too many emails, they become noise in your recipients’ inbox. It’s better to stagger your communications by segmenting your contacts and establishing a cadence of communication with each group.

With this approach, you can send targeted communications to different groups at different times. For example, you could create a newsletter specific to risk managers, businessowners in a specific industry or homeowners. This prevents email fatigue and ensures that you’re sending interesting and relevant content to your recipients. Your agency management system should make this a simple process.

Use automation to save time

If you’re currently using an email marketing or marketing automation product, see what automated campaign tools are available to you. Many systems allow you to build your own campaigns from scratch and offer a variety of pre-built options so you can literally “set it and forget it.”

Some products also include a built-in content library with options to add your branding and contact information. This can save you a lot of time and potentially eliminate the need to write your own content from scratch. 

Find out more about our marketing automation tool and how it can help you deliver relevant, timely content to your clients and prospects on a regular basis.


Lisa Muvich

Lisa Muvich, Manager of Content Strategy, leads the Applied Marketing Automation (AMA) content team and directs the content strategy for the AMA content library. Lisa brings over 20 years' experience creating and managing digital content across a variety of industries - software, manufacturing, financial services and insurance.