Disclosure: OneHourProfessor is reader-supported. When you buy through links on my site, I may earn an affiliate commission. Learn more

Email marketing can be a game-changer for life insurance agencies looking to grow their business. With the right strategies and tactics in place, you can captivate prospects, nurture leads, and drive sales. 

Email marketing has the potential to help you triple your business. This article will provide 11 powerful yet practical tips to create an email marketing machine that converts for your agency. 

Whether you’re just starting or looking to improve existing efforts, these best practices will help you engage your audience and accelerate growth.

Benefits of Email Marketing for Life Insurance Agencies

Email marketing services delivers results for life insurance agencies. Studies show that email achieves a 4,200% ROI on average, the highest of any marketing channel. 

With email, you can nurture relationships over time to build trust, provide helpful information to demonstrate your expertise and stay top-of-mind so prospects choose you when they’re ready to buy. You can also use email to upsell existing policyholders. 

Compared to cold outreach, email subscribers are 60% more likely to buy from you. Plus it’s more affordable, sustainable, and trackable than other lead-gen strategies. 

Bottom line – consistently nurturing an email list will help you sell more policies, raise renewal rates, maximize lifetime value, and grow faster overall. The effort pays major dividends.

1. Build a Targeted Email List

The foundation of every successful email marketing strategy is a quality list. Too often, agencies take shortcuts by purchasing generic insurance industry lists or scraping together databases of stale contacts. 

This approach damages deliverability, engagement metrics, and most importantly – conversion rates. Instead, meticulously build your list with relevant contacts who fit your ideal client avatar.

There are several proven methods to cultivate targeted email subscribers organically. 

  • Offer lead magnets like policy comparison guides or life insurance needs calculators in exchange for emails. 
  • Make signup forms prominent on your website and social channels. 
  • Run co-branded nurture campaigns with strategic partners who share the same audience. 

The goal is to capture contacts who know, like, and trust you enough to convert when the timing is right. 

Quantity means nothing without quality. Invest the work to compile emails of policy prospects actively considering coverage options right now. Segment even further by parameters like age and life stage for messages that resonate.

2. Craft Compelling Subject Lines

Even the most brilliant email copy and irresistible offer won’t drive engagement if recipients don’t open your messages. The make-or-break factor boils down to crafting irresistible subject lines that readers simply cannot ignore. Thankfully, time-tested formulas and psychological triggers can help.

First, capitalize on the power of specificity and urgency with subject lines like “Expires Tomorrow – 25% Off $500K 30-Year Term Life Policies”. 

Also, leverage the innate human craving for recognition and exclusivity with VIP offers just for them. Alternatively, tap into emotions like fear, humor, or helpfulness based on your targeted segment. 

Test a variety of approaches to discover which subject lines prompt the highest open rates, then refine and repeat winning formulations. Just remember – intrigue, urgency, and exclusivity are universally compelling. Combine these elements artfully to give every campaign the best shot at success.

3. Personalize Email Content

Today’s consumers expect personalized experiences across every brand interaction. Email is no exception. While blasting canned “one-size-fits-all” messages might be easier, this approach severely limits engagement and conversions

Instead, incorporate dynamic content and segmentation to provide custom value to different subscribers based on attributes and behaviors.

As the image below shows, there are many ways to segment your list: 


For example, send newly married couples content about “insuring your growing family” while reminding empty nesters to “protect your retirement nest egg”.

Customize policy recommendations for customers using details like age, income level, health status, and more. Leverage trigger-based messages to celebrate birthdays, work anniversaries, and new homes.

The more relevance and personal value you infuse into each email, the more recipients will look forward to and respond to your outreach. 

Don’t just manually personalize each message either. Marketing automation and CRM tools empower you to scale personalized campaigns based on intelligent workflows. 

Tag subscribers, then automatically deliver tailored content experiences matched to their stage and needs. The technology enables 1:1 personalization at scale for a bigger impact. Small tweaks make a big difference, so put in the effort.

4. Provide Value through Educational Content

Life insurance remains an enigma for many consumers. Rather than immediately selling, savvy agencies first educate through valuable content. Helpful emails demonstrate knowledge while nurturing trust and preference. 

Before featuring specific policy options, share advice guiding readers to determine ideal coverage. Offer practical tips explaining little-understood topics like riders, exclusions, primary vs. secondary beneficiaries, and more.

Providing relevant education establishes your agency as an authoritative resource. Not every email must link directly to a conversion event either. VALUABLE CONTENT drives the desire to learn more over time. 

Think informational blog posts, interactive policy needs calculators, on-demand webinars about common questions, and video explainers detailing important but confusing concepts. The more insight offered for free, the more receptive audiences become to your solutions when appropriate.

5. Utilize Responsive Design

Optimizing email design used to center almost exclusively around the desktop. Opening rates were the priority. 

However, mobile opens now dominate, with some studies showing 90%+ occurring on smartphones. 

With over 4.3 billion users worldwide, you can see how that translates to a crucial factor in your email marketing. 


Failing to format messages for ease of reading on any device cripples results. Fiddly tap targets and tiny text especially deter engagement.

Responsive design solves this issue by automatically adjusting layouts based on each user’s device and screen size. Images scale proportionally without pixelating. Text reflows into easily scannable columns with ample negative space. CTAs and forms resize for accurate and comfortable tapping. 

Ensure every email template flexes responsively to deliver an excellent experience regardless of inbox choice. Services like Mailchimp make achieving mobile optimization simple through built-in responsive templates. Take advantage to remove needless friction from consuming your email content.

6. Implement a Clear Call-to-Action (CTA)

Many well-intentioned agencies put hours into crafting the perfect email content, only to omit clear calls to action. 

Without explicit next steps, readers don’t know what you want them to do. Call your ideal actions whether it’s visiting a pricing page, scheduling a consultation, registering for a seminar, downloading an eBook, or any conversion event.

Guide contacts seamlessly through your sales funnel by linking to the next logical destination after each message. 

  • Design vibrant action-oriented buttons that visually stand out from the body text. Place them strategically near the top and bottom of emails. 
  • Employ directional cues like “Click the button below to get a custom quote now”. 
  • Quantify demand with messaging like “Join the 500+ families who have requested quotes this month”. 

Communications lacking clear CTAs undermine results, while clear guidance accelerates growth.

7. Optimize Send Times

When recipients open and engage with emails boils down to more than strong subject lines and compelling content. The specific timing of delivery also greatly impacts performance. 

Yet many agencies blast messages without a strategy. This misstep hampers open and click-through rates, squandering opportunities hiding in plain sight.

Digest subscriber behaviors to determine optimal send times. Weekday afternoons generally fare better as people take lunch breaks or have downtime before leaving work. Early mornings and nights typically underperform. 

The best practice is mapping performance throughout representative periods, and then scheduling emails when engagement peaked historically. 

Consider testing days of the week too. Match dispatch cadence to real-world activity patterns for your audience. minor tweaks make a surprisingly major difference so run split tests religiously.

8. Monitor and Analyze Email Metrics

Meticulously monitoring email performance lends priceless insight for continuous optimization. Key metrics like open, clickthrough, and conversion rates quantify effectiveness. Study these figures to identify strengths worth doubling down on and problem areas needing refinement.

Dig deeper by adding UTMs to links to track subscriber actions post-click. See which content pieces and offers resonate based on the highest downstream conversions. Use subject line A/B testing to determine words and phrases that pique your interest best. 

Analyze activity by segment such as men vs. women or different age groups. Consistently evaluate metrics to create an engine propelling momentum through data-backed improvements over time. If you aren’t relentlessly analyzing email metrics, you are missing out on quick wins.

9. Leverage Automation

Implementing the email best practices covered takes considerable time and effort. Repeating tasks manually also leaves room for human error while limiting the ability to scale. Marketing automation solutions alleviate these pain points through pre-programmed workflows.


For example, automatically enroll website visitors into appropriate multi-touch drip campaigns based on their interests. Trigger personalized policy review reminder series at regular intervals. Send birthday messages and client appreciation content without daily oversight. 

Build enrollment forms, share follow-up content, prompt for reviews, and more via rules-based systems. The technology handles repetitive and mundane activities so you can focus on high-level strategy. Automate as much as possible to work smarter, maximize consistency, and support business growth.

10. Encourage Customer Reviews and Referrals

Satisfied life insurance customers can become your best salespeople and boost your sales through online reviews and referrals. Yet few voluntarily promote unless asked. Proactively request feedback and endorsements with a systematized approach.

First, make reviewing easy by sending quick review links after policy issuance. Offer fast follow-up surveys to gauge satisfaction. Monitor responses to address problems immediately, learning from critiques. Solicit video and written testimonials recounting positive experiences to post on your website and social channels. 

Finally, incentivize referrals via referral links, discount codes, or loyalty rewards to tap satisfied supporters. Continually fertile sources of trust-building social proof and lead generation hide in plain sight. Unlock their potential with a steady nurture stream seeking reviews, referrals, and video success stories.

11. Focus on Driving Engagement

Overwhelming commercial messages cause the average consumer to tune out yet another “salesy” email. They’ve become immune to calls to action no matter how appealing. Thus linear promotional messaging services typically fall flat regardless of quality formatting or sender reputation. This reality necessitates an unconventional approach focusing first on engagement over economics.

Shift priorities to consuming entertaining or educational content devoid of assumed buying signals. Present intriguing ideas. Pose thoughtful questions. Seek genuine feedback. Build community and nurture personal connections around common interests aside from insurance. 

Selling will happen naturally to engaged subscribers in due time. Lead nurturing obeys no timeline though. Build an audience that anticipates your emails for the value provided rather than an obligation to buy. Engagement must precede economics.

Implementing even a handful of these tips positions life insurance agencies for transformative email marketing success. Assemble targeted subscriber lists, send relevant communications, track performance religiously, and nurture engagement over time following proven formulas. 

With a strategic foundation fueled by automation and optimization, your agency can cost-efficiently generate more qualified leads, close more sales, and maximize lifetime policyholder value. Now is the time to leverage email as the growth engine to hit aggressive new benchmarks. Use this guide to double down on channel potential and dramatically multiply business results.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}