emails should focus on education about ways clients can
protect themselves above all else. Every email should
encourage people to call you if they have any questions
about the topic. You should hold off mentioning a specific
policy until the final email in the sequence, and even then,
you should emphasize that you want to offer advice and help
more than the idea that you’re trying to sell something.
A REAL WORLD EXAMPLE
Let’s take a look at a commercial lines cross-selling sequence
used by one of Agency Revolution’s clients, Peake & McInnis
Insurance Brokers, through which they promote their Cyber
Liability policies to their small and mid-size commercial lines
clients that don’t have one. It’s a simple three email sequence
that puts two weeks between each email blast.
The first email is all about “how to avoid data breaches.”
It cites some information about how frequently a data
breach happens, what kind of problems a business faces
when it does happen, and how frequently it affects small
and mid-size businesses. The email then shares a “Cyber
Liability Checklist” and mentions that readers should feel
free to call their agent if they have any questions about
protecting themselves from cyber crime. The call to action
is included at the end of both the checklist and the email.
The next email in their sequence highlights how to
identify different types of common online scams,
shares a link to a blog post they wrote about what kind
of things a cyber liability policy would protect against,
and explains why the policy is important. Both the
email and the blog casually encourage people to call if
they have any questions about how to protect themselves against these worst case scenarios.
The final email gets a little more direct. It emphasizes
that the client’s protection is the agent’s greatest
concern, and that cyber liability is a field of expertise
for this agency. It highlights that cyber crime is the
fastest growing type of crime right now. It mentions the
cyber liability checklist and the blog article once more
before encouraging people to call if they have any
questions about protecting themselves.
This is a great campaign because of how well it
positions this company as an expert on this increasingly
important issue. It reminds clients that even if they don’t
have a policy with the company for that type of coverage,
the brokers are still providing real, valuable resources —
because at the end of the day protecting their clients is
what’s important to them.
Even if someone doesn’t buy a policy because of this
campaign, they’re going to remember how knowledgeable
and friendly these brokers are. When they do decide they
need to protect themselves with a policy, Peake & McInnis
will be at the top of their mind.
SEGMENT YOUR LIST
Segmenting your list and importing that information into
your email system can be a cumbersome task, but it’s more
than worth your time, especially when you use a communication platform to take a lot of the work out of this task by
integrating directly with your management system, similar
to Agency Revolution’s platform. This allows you to segment
lists based on policies, history with your company, and more
— all in the same place you build and send your company’s
communication. But whatever tools you use to help facilitate
it, cross-selling is a crucial part of your client management
and one that you shouldn't shy away from. Your clients will
Rick Fox is the president of Agency Revolution. He can be reached at
Always demonstrate your value
Just like so many other aspects of growing your insurance agency, making sure people
know that you’re knowledgeable about how to protect them is one of the most powerful
tools in the agent’s or broker’s toolkit. A big part of the appeal of having an agent is that
the agent knows more about insurance than anyone else. Establishing yourself as an
expert in your clients’ particular areas of interest is a powerful way to drive home that
you’re the right agent for them and that they are in good hands when dealing with you.
Many times, people just need to be reminded that you’re there, that you can help
protect what’s important to them, and that you care. After all, if they don’t hear from you
every now and again, how are they going to remember all you can do to help?
Cross-selling requires strategy.
It’s important to narrow down
a target audience and make
sure you’re telling them about
something that’s actually
useful to them.