Email is not only a cost-effective marketing tool to keep in touch with your existing client, but it can also be an excellent tool to get referrals at virtually no cost. In this post, we have written 10 email templates to let you kick start your insurance email referral marketing program with minimal effort. Feel free to copy and paste at your disposal.
Below are some tips on writing lead generation emails.
- Be precise with the most important information first
- Always include call- to actions in at least two places on the email.
- Add value with informative, educational, and useful content
- Test, improve and repeat
Designing your referral program
First thing first, the heart of a successful email referral program is an attractive referral program itself, while the email is the distribution channel, among others like social media or website, paid ads, or direct mailing.
A referral program standardizes the way you invite and reward customers for sharing your brand with others. By offering a formal referral program – with clear and attractive rewards – you can increase the odds of your business getting word of mouth.
(Source: Referral Rock)
For serious marketers, please read this comprehensive post from Referral Rock: Referral Marketing 101: How to Start a Referral Program That Works
Otherwise, here are 10 referral email marketing templates that you can use right off the bat for getting referrals as well as improving customer relationships:
1. Policy Issuance Referral Template
Engage with customers who have just bought insurance. So, that email is very important because it is the route for you to get a referral from them
Here’s what you can include in this kind of email:
- Express your appreciation and thank them
- A recap of the coverage and benefit they have chosen
- Suggestion on what the next step is
- Contact details in case they have any questions
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Subject: Congratulations! Your homeowner policy has been issued. Dear [first name], Policy no.: [xxxxxx] Welcome to [agency name]! We are happy to inform you that your homeowner insurance policy has been issued. Here are the key highlights of your coverage:
If you believe your friends and family can also take advantage of similar coverage, please do not hesitate to let us know. [insert your referral incentive program here: it can be a simple online form where your customer can share the message by forwarding it with their email, sharing it on Facebook or Twitter profile, utilizing a referral code, or by replying to this email with the cc to the referee. Be specific with what incentive you’re going to give away.] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
2. Create an Online Account Email Template
A welcome email is the first point of interaction with a new subscriber. In this email, you have a few goals to accomplish:
- Thank them for joining your list
- You can encourage them to download an app if you have one
- Let them know they can join your social media channels
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Subject: Stay on Top of Your Policy Dear [first name], Policy no.: [xxxxxx] Thank you for choosing [your agency]. At [your agency], our aim is to make sure you’re properly covered. We will keep you on top of your policy as well as update you on all the latest deals and promotions from time to time. In the meantime, you can now create an online account or download our mobile app to check the latest status of your policy. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
3.Insurance Benefits Email Template
When it comes to selling insurance, it’s very important to empathize with the benefits over the features to your potential clients. In other words, you must grab your prospects about what they can gain instead of bolstering the plan features which they may or may not care about.
Ideally, for instance, a pet insurance plan offer should be sent to the pet owner. But the trick is, you can twist this around by making this an opportunity for referral if the recipient does not have a pet.
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Subject: How to Save 80% Off Your Vet Bills? Dear [first name], Every 6 seconds, a pet owner is faced with a vet bill of $3,000 or more. [product name] is a pet insurance plan to get their vet bills reimbursed up to 80%. It covers injuries (accidents), illness, annual checkups, cancer, surgeries, prescribed medications, alternative treatments, wellness care, hereditary conditions as well as congenital conditions. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, |
4. Life/Health/Well-Being Email Template
Give your customers reasons to stick with you by providing useful tips for their health, well-being, life, etc.
Quality content email is a good place to start this journey. It helps to build trust, which then allows you to follow up with a sales email that is likely to be well received and considered.
People take their time making up their minds about buying insurance. But whenever they finally decide to buy, you would be on their radar because of these emails.
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Subject: Tips for Staying Hydrated in This Summer Dear [first name], Sometimes when we are all caught up at work, we may be unaware of the fact that we are not drinking enough water, this will affect our immunity and leads to illnesses. To safeguard your health, make sure you drink a sufficient amount of water during the day, especially when you work outside. Here are some tips to help you stay fresh and hydrated:
Stay healthy and stay safe. [insert your referral program here] Best regards, [your name] |
5. Good Causes Email Template
Successful referral email marketing has a few essential elements. And those with a good cause can go a long way. Here is an example from HealthPaws:
HealthyPaws Pet Insurance & Foundation – has an online referral program attached to a good cause and shareable links to social media as well as email.
For every successful sale, they would donate $25 on behalf of the referrer to combat pet homelessness. Anyone can refer a friend on this page via email, Facebook or Twitter.
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Subject: Refer a friend to combat pet homelessness Dear [first name], At [your agency], we believe every pet deserves a care and loving home. Unfortunately, many pets are sent to shelters and some end up spending the rest of their lives there. The donations will provide pets in need with life-saving medical care and supplies and help them get one step closer to being adopted. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
6. New Product Launch Referral Email
Email can effectively connect to your users and convince them that you’ve come up with something they need in the form of a new product.
This email should touch on:
- The key highlight of your new product – what’s new or unique about it
- Can someone give it a try – a clear CTA, distinct and ideally above the fold
- What benefits come with the product
- Any early-bird discount for existing customers
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Subject: Introducing [your new product] Dear [first name], This is an opportunity for you to experience the convenience of having your property and car insurance premiums on a single card. The new ABC Insurance Visa card makes it more convenient for you to pay your premium. Benefits of ABC Insurance Co-branded Visa Card
[insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
7. Successful Claim Stories Email Template
People love stories, especially the ones that customers get their fair share from their insurance coverage.
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Subject: How Homeowner Insurance Save Your Wallet If Your Visitors Was Injured in Your House Dear [first name], Liability coverage is an essential part of a homeowner’s insurance policy that pays if a guest is injured while visiting your property. That’s exactly what happened to a homeowner who invited a friend over for a dinner. The guest slipped and fell down the steps leading to the washroom. The homeowner offered to take her guest to the hospital, but the friend refused because he didn’t have healthcare insurance and was too nervous about the bills they might rack up. Later, however, the guest changed course and hired a lawyer to sue the homeowner. Rest assured, [the insurer] ended up paying $202,000 to cover their medical bills. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
(Source: Review.com)
8. Emergency / Safety Alerts Email Template
When you need to deliver critical messages before and even during an event, pre-written messages can come in handy. These are the perfect occasions to get a referral from your customer by showing that you care.
The email content should be exact, concise, and effectively keep your customers and those their care for safe, sound, and informed of urgent matters immediately.
These are the common emergency alerts:
- Earthquakes
- Floods
- Wildfires.
- Heat Waves
- Hurricanes
- Landslides
- Power outages
- Thunderstorms
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Subject: Insuring yourself against wildfires Dear [first name], If the area in which you live is at risk for wildfires, make sure to take appropriate measures to protect your family, pets, home or vehicles against these catastrophic events. As always, make sure you have enough coverages (including homeowner insurance, life insurance, etc.) to financially protect yourself and your family in the event of a wildfire or any other disaster. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
9. Policy Renewal Follow Up Email Template
Not many people remember to renew their policies. As the renewal date approaches, you should send a reminder to people. Sometimes sending multiple reminders may be necessary until they renew or the policy expires.
If they decline and don’t want to renew (beyond any doubt), then that is the end of the journey.
You can enhance the chances of this email working by;
- Showing the basic policy details–policy name, expiry date, and the amount payable
- Highlight the benefits of a renewal
- As they consider a renewal, what else can you upsell them? Embed that in the email
Any information or communication coming from you via email is considered a formal notification. Email is the best way because it originates from you and not any other communication media or platform.
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Subject: Renewal Notice for Your Property Insurance Policy Hello [first name], Homeowner’s insurance is an essential part of any homeowner’s life. It safeguards you and your family from serious damages caused by fire, lightning, or windstorm. By having this policy in place, you can rest assured that you, your loved ones, and your property will be protected. Your property insurance policy is due for renewal. Below are the policy details: Policy ID: [xxxxxx]
Name: [first name, last name]
Expiry Date: [MM/DD/YYYY]
Amount due: [$] Renewal of your property policy let us have your back. Please click here to redirects to our online renewal form. In the meantime, if you need assistance and we will be happy to help. [insert your referral program here] If you ever have any questions, you can always reach out to me at [your email] or [your phone number]. Sincerely, [your name] |
10. Company Milestones Referral Email Template
Longevity is a hard-earned asset in many industries, including insurance. These are great occasions to build good relationships with your customers:
- Major anniversaries: 1, 5, 10, 15, 20, 25, etc.
- Reaching a certain number of customers (e.g. 1000, or 100,000)
- Successful funding
- Acquisition of another business
- Signing up a new business partnership
- Receiving of industry awards
- Opening of a new location
- Meeting a sales goal
- Upgrading of systems or equipment
- Office expansion or relocation
And it is a good way to show your credibility and can build up trust with your client. Thank your existing customers for staying with you, and attract new customers at the same time.
Celebrate your milestone with a discount, sales event, or giveaway.
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Subject: Celebrating our 5th Anniversary Dear [first name], [Your agency name] is thrilled to celebrate our 5th anniversary with you. On this occasion, we hope that you will take a moment to reflect on the role [Your agency name] has played in your pet and find time to celebrate this very special milestone in a way that is meaningful to you.
[insert your referral program here]
We hope that your pet will continue to have access to affordable medical care in the years to come. Best wishes, [your name] |
Summary
Referral email marketing programs can take your insurance business to the next level, bringing new customers directly to your door. As you can see, referrals can come from anywhere along the customer journey when it comes to the insurance industry. The key is to harness these referrals using a well-designed program that is easy-to-use and incentivizes your customers. Hopefully, these email templates can get you started right away.
Further reading
8 Best Free Referral Program Software Services You Can Try (trusted.com)
36 Referral Email Examples That Get a Reader’s Attention (referralrock.com)
14 Referral Email Examples For Sharing Refer-A-Friend Campaigns (clevertap.com)
