How often should I email life insurance prospects?

By Troy Wilson

Next Wave Marketing Strategies


Email marketing can be a powerful weapon in your sales arsenal, but in order for it to be effective, you must overcome the two biggest email traps: overusing email and under-using email.

Potential customers are likely to feel hassled if they receive too many emails from your agency. They may start deleting your emails without reading them or even unsubscribe from your email list. On the other hand, customers who only hear from you a few times a year may forget who you are and why they were interested in your company in the first place. They, too, are likely to delete your emails or unsubscribe from your list.

Lead nurturing – Does the perfect number of emails exist?

Unfortunately, email marketing is an inexact science. All of your life insurance leads have different needs and expectations. Some may be delighted to hear from you every day, while others will feel that every other week is much too much.

There are some ways, however, to handle the diversity among life insurance leads and develop an email marketing program that is just right.

Allow potential clients to opt-in

Consider offering potential customers three or more levels of contact. For instance, give customers a chance to sign up for a life insurance thought of the day, a weekly newsletter that keeps them abreast of information about your agency, or an in-depth monthly newsletter that examines life insurance trends.

Survey customers

Smaller agencies may not have the time to put together three or more separate publications. If offering different levels of contact is not an answer for you, survey the potential clients in your database to see how often they would like to hear from you. Choices could include daily, weekly, monthly or only when there is significant news to report.

Once you have the results of your survey, set up an email system that will please the largest number of customers.

The dreaded unsubscribe — when lead nurturing fails

No agency likes to see a potential customer unsubscribe from your email list and disappear into cyberspace, but before the client goes, ask him or her to fill out a brief form about why he or she unsubscribed. This can give you valuable clues about the number of contacts desired by clients as well as the types of materials they want those e-mail contacts to contain.

Quality and consistency in lead nurturing

No matter how frequently you plan to send out emails, make sure your emails are well-written and contain information relevant to life insurance clients. It is also important to send your emails out consistently. For instance, if you have decided to send weekly emails, make sure they go out on the same day each week. This will make your agency seem more professional and credible.

Unfortunately, there isn't an exact formula for the frequency of email follow up with life insurance leads, but you can give your leads some options, listen to the wisdom of dissatisfied leads, and make sure that whatever you send to your leads is worth reading and will encourage them to buy life insurance from you.