Email is one of the most powerful tools in an insurance broker’s toolkit. Whether you're reaching out to a new lead, reconnecting with a past contact, or nurturing a long-term client, the right message at the right time can build trust, drive engagement, and grow your business.
In fact, 81% of businesses use email as a core part of their marketing strategy, and for good reason—it’s cost-effective, direct, and measurable. Now, let’s take a closer look at how email marketing can strengthen client relationships at every stage of their journey—and explore practical examples you can use to connect, engage, and retain clients more effectively.
Key Takeaways:
Email Across the Client Journey
To build lasting client relationships, it’s essential to tailor your communication to where each client is in their journey. Here are the email types you should be sending:
Cold Outreach: Making a Strong First Impression
Goal: Introduce yourself, offer value, and invite a conversation.
Why it matters: Cold emails that are personalized and relevant can help generate new leads. Personalized subject lines alone can boos by 26%, making your message more likely to be read.
Example:
Subject: [First Name], could we help you save on insurance?
Hi [First Name],
I hope you're having a wonderful week! I’m [Your Name], an independent insurance broker working with individuals and businesses in [Location/Industry] to find coverage that fits both their needs and budget.
I’d love to offer you a quick, no-pressure review of your current policy—just to see if there’s a way to improve your coverage or reduce your costs.
Would you be open to a 15-minute call next week? I’m happy to work around your schedule.
Looking forward to connecting,
[Your Name]
[Contact Info]
Reconnecting with a Previous or New Contact
Goal: Re-establish the relationship and offer value.
Why it matters: Email is a fantastic way to stay top-of-mind. Personalized emails, like follow-ups or reintroductions, tend to have higher open and engagement rates than general newsletters. The average open rate for B2B email campaigns is 39.48%.
Example:
Subject: [First Name], new insurance options are available for you
Hi [First Name],
I hope you’ve been doing well! We connected a while back about your insurance needs, and I wanted to reach out with a quick update.
There have been recent changes in the market that could offer better coverage—or even save you money—especially if your policy is coming up for renewal.
Would you be open to a quick call next week to explore what’s new? I’d be happy to tailor different options for you.
Looking forward to reconnecting,
[Your Name]
[Contact Info]
Onboarding a New Client
Goal: Welcome the client, set expectations, and build trust.
Why it matters: Welcome emails are often the most opened emails in a campaign. They help set the tone and build early confidence in your service.
Example:
Subject: Welcome, [First Name]! Excited to Have You with Us
Hi [First Name],
Welcome to [Your Agency Name]—we’re thrilled to have you on board!
I’m looking forward to collaborating with you and making sure you feel confident and supported in your coverage every step of the way.
Here’s what’s coming next:
Thanks again for choosing us. You’re in great hands, and I’m here whenever you need me.
Warmly,
[Your Name]
[Contact Info]
Retaining Current Clients
Goal: Stay top-of-mind and show ongoing value.
Why it matters: Consistent email communication—such as check-ins and monthly newsletters—will help you stay top-of-mind, reinforce your value as a trusted advisor and build long-term loyalty.
Example:
Subject: [First Name], has anything changed with your coverage needs?
Hi [First Name],
I hope everything’s going well on your end! I like to check in with my clients a couple of times a year to make sure your coverage still fits your current needs.
Have there been any recent changes—like a move, a new car, or updates to your business? If so, I’d love to help make sure your policy is still the right fit.
Let me know if you’d like to schedule a quick review—I’m happy to work around your schedule.
All the best,
[Your Name]
[Contact Info]
Renewal Reminder or Policy Update
Goal: Encourage timely action and reinforce your support.
Why it matters: Transactional emails, like renewal reminders, are among the most opened types of emails. They show reliability and help clients stay informed and protected.
Example:
Subject: [First Name], your [Policy Type] renewal is coming up—let’s review together
Hi [First Name],
I wanted to give you a quick heads-up—your [Policy Type] policy is set to renew on [Date].
This is a great time to make sure your coverage still fits your current needs. If anything has changed recently, or if you’d like to explore new options, I’m here to help.
Would you like to schedule a quick call to review everything together? I’m happy to work around your schedule.
Talk soon,
[Your Name]
[Contact Info]
Helpful Tools & Platforms for Email Success
Creating effective emails is only part of the equation—having the right tools to design, send, and track those emails is just as important. Here are some top-rated platforms and resources insurance you can use to streamline their email marketing and improve results:
Email Marketing Platforms
These tools help you design professional emails, automate campaigns, and track performance:
CRM & Client Management Tools
These platforms help you manage client relationships and integrate email campaigns:
Performance Tracking & Optimization
Use these tools to monitor how your emails are performing and refine your strategy:
Content & Design Tools
Make your emails visually appealing and on-brand:
Lead Generation & Automation
Capture leads and automate follow-ups to keep your pipeline full:
Email remains one of the most effective and personal ways for insurance brokers to connect with clients at every stage of their journey. Whether you're reaching out to a new lead or checking in with a long-time client, a well-timed, well-crafted email can make all the difference. Start small, stay consistent, and let your emails reflect the value and care you bring to every client interaction.
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