Email Signature Marketing for Insurers

Whatever the scale, structure or specialism of your insurance company – be it B2C personal home, auto, health and life insurance or B2B commercial insurance – email signature marketing offers a consistently-branded, centrally-controlled and highly cost-effective marketing engagement channel.

Effective email signature management for insurers can help show your target audience that you’re a trusted, professional brand, proactive in meeting their insurance needs and offering them exceptional service at every stage.

Think of all the challenges you face today in the insurance industry…

Increased customer expectations, stringent regulatory compliance, nimble competition, product personalisation, an emphasis on service and, of course, digital disruption.

Now think of all the individual emails you and your employees send every day…

To your customers, prospects, underwriters, partners and employees. Leaving aside bulk email newsletters, there are literally thousands of other emails sent out by your sales, marketing, customer service, compliance and HR employees.

The natural solution? Email signature management and marketing for insurers.

Start engaging your customers and other stakeholders on a one-to-one basis simply by adding professional, centrally-controlled, on-brand signatures and targeted, relevant, interactive marketing banner campaigns to each of these ordinary emails.

Why email? Because it’s a huge opportunity for insurance companies to engage.

Email is your main business communication channel. Email enables you to communicate directly with your customers, employees and other stakeholders on a one-to-one basis in a space that you control.

Did you know the average employee sends 1,000 emails every month? So an insurance company with 100 employees would typically send 100,000 emails a month. This equates to an additional 1.2 million email branding interactions annually.

Always opened.

Unlike traditional email marketing, your everyday business email is almost always opened. So by applying branded signatures and banners to every business email you send, your marketing messages are immediately benefiting from a 99% email open rate.

Impressive click-through.

In general, click-through rates on email branding campaigns are around 9% but can reach above 20%. So if you have 100 employees sending 1,000 emails per month, you could expect to get around 9,000 additional website visits every month. Typically results are 4x better than traditional email marketing.

Who in insurance can use email signature marketing?

From Sales and Marketing to Compliance and HR, Rocketseed’s smart rules mean that you can segment senders to ensure they’re sending the most appropriate campaign messaging, and you are always in central control.

Do you have the right messaging?

To get the results you want, your messaging has to be targeted, relevant and timely. Does your current signature have smart targeting rules, tracker tagging and scheduling?

Rocketseed does and ensures your campaigns always reach the right recipient, with the right call-to-action based on their previous engagement – all timed to perfection with automated ‘live’ campaign dates.

When’s the best time for insurers to use email branding campaigns?

Brand all the emails you send throughout your recipients’ ‘customer journey’, from enquiry replies and policy purchase confirmations to post-purchase feedback requests, policy renewal notifications and even employee onboarding. One of the reasons email signature marketing for insurers is so effective is because it enables you to market your policy products and services right at the time when customers and potential customers are choosing to engage with them.

Every email you send has got to make the right first impression – it must be professional, on-brand, consistent (brand trust is all about consistency) and compliant.

Professional design makes all the difference to insurance email signatures.

You’ve invested a lot of time, effort and money in creating your brand identity. It looks great everywhere from your tv, press ads and website right through to your business cards. So don’t risk your email becoming the weak branding link – speak with Rocketseed’s professional email signature designers who know exactly what changes to your existing signatures will maximise brand impact.

The key to insurance email signature consistency? Central control.

Remove copy & paste and take central control! To keep your employee signatures consistently on-brand across your business, it’s essential that individual employees don’t have to set up their own signatures and can’t get ‘creative’ with them. Email signature marketing software gives you centralised control with company-wide updates at the click of a button.

Different campaigns for different departments and insurance products.

Your sales team will want to run different banner campaigns to your partnerships team. No problem. With centralised control you can create these differences while maintaining your brand’s integrity.

Whilst your specialist compliance team ensures that your insurance business adheres to governmental laws, insurance industry regulations and your own compliance policies, email signatures and banner campaigns offer an ideal opportunity to communicate your compliance.

Feature your compliance credentials.

From insurance industry accreditations and memberships to recent awards, email signatures and banner campaigns are the ideal space to feature these alongside your branding.

The simplest solution is to feature the logos of insurance industry bodies and accreditation icons within your signature so that they appear at the bottom of every email your employees send. In certain countries this may be a legal requirement and can include your membership number or registration details.

To showcase insurance industry awards, add a ‘flash’ or strip to your signature featuring the awarding institution’s logo and details of the award won. With centralised control, these can be updated across your company in an instant, so you can feature your latest achievements and ensure that any old awards are removed before they make your branding look out-of-date.

Create a compliance campaign.

Give a higher profile to your compliance credentials by creating a banner campaign around them – covering anything from market conduct, financial regulation, consumer protection and social responsibility.

Show the impact of legislation changes or your commitment to consumer protection by linking your banners’ call-to-action buttons to explainer videos, giving your customers all the details they need to understand your commitment to them.

Or devote a banner campaign to a wider social responsibility message, showing what your insurance business is doing to meet environmental and wider social compliance standards, helping build your brand image.

Protect your insurance brand with an email legal disclaimer.

Concerned about email compliance, confidentiality or copyright? Then it’s time to proactively protect your insurance brand with an email disclaimer. Assign different email disclaimers to different departments to meet their specific compliance requirements.

Competition – both traditional and non-traditional – in the insurance industry is fiercer than ever. Digitally-disruptive insuretech, increasingly personalised product offers and innovative service-driven solutions are fighting for your potential customers’ attention and business so your brand simply has to stand out.

Powerful first impressions for your insurance brand are key. Email signature campaigns are immediate, impactful and ideal for showcasing the parts of your product and service offers that customers value most, with interactive opportunities to explore and find out more.

Make your insurance business brand image a reason to buy.

Don’t compromise on your campaign imagery. For an effective integrated campaign, use the high quality imagery you use in your tv, press and other key media to bring your brand to life and give potential customers the reassurance they need to buy.

Emphasise your insurance brand’s competitive edge.

What’s your USP? Your policy terms? Your service? Your prices? Give pride of place in your email branding to the qualities your customers tell you they value most and that make the biggest difference when deciding whether to buy.

Drive clicks to your ultimate branded content.

Have you invested heavily in branded content? TV ads, brochures, explainer videos? Drive more clicks to it. Take potential customers straight to the most relevant content with direct links from your email branding coupled with a compelling call-to-action.

Your customers expect a personalised experience, from their insurance policy product to the service they receive. As email signature marketing works via your everyday 1-to-1 business email, it’s a personal marketing channel. With Rocketseed you can ensure that your campaigns are right on target and direct recipients to the most relevant content to increase conversion.

A/B test. Which banner campaign works best?

With Rocketseed analytics you can A/B test every element of your campaign to see what engages your recipients best. An image of your customer service team or bold graphics? A brochure download or an explainer video link? Even different copy options or the colour of your CTA buttons. When you know what works best, you’re all set to make your future campaigns extra engaging.

Keep insurance banner campaigns relevant with ‘retargeting’.

What do potential customers click when given call-to-action options on a single banner? For example, home insurance or personal insurance? By ‘tagging’ each option, Rocketseed lets you ‘re-target’ these recipients so that future campaigns are assigned based on their previous engagement – in this case, featuring home or personal insurance content as appropriate to maximise conversion.

When it comes to insurance success, the bottom line is sales.

Email signature marketing drives potential customers directly to your own branded sales platform. Build value and showcase your best policy deals so when recipients click, they’re ready to convert.

Make it easy for customers to click and convert.

Make sure your online buying experience is at least as easy for the prospect as any comparison site before creating your banner campaign. Add a clear, clickable ‘buy now online’ call-to-action and you’re in business.

Feature exclusive email banner insurance policy deals.

Give recipients a strong reason to click with exclusive email banner insurance policy deals, only available by click-through on the banners themselves to your sales platform. Reinforce this on your website with clear price comparison to reassure customers that they are getting the best deal.

Communicate the value of your insurance offer.

Want to drive direct sales without being reliant on price-led deals? Use your banner campaigns to add value. Showcase the policy features and services that customers have given the most positive feedback on. Make your ‘value added’ offer clear and they’ll be clicking ‘buy now’!

Email signature marketing campaigns are ideally suited to maximise customer value. They give you the perfect opportunity to showcase your full range of home, vehicle, personal and business insurance services to both new prospects and existing customers. With Rocketseed’s targeting rules, banner campaigns become the ideal channel to upsell, cross-sell and generate customer loyalty.

Increase Upselling Opportunities.

Use your banner campaign messaging to ask recipients if their insurance cover is sufficient, promoting a message of ‘better safe than sorry’ with higher liability coverage. This way, for example, you might upsell a customer from a small life insurance value to a higher life insurance value. Or perhaps upsell vehicle insurance from individual to a family multi-vehicle policy.

Increase Cross-selling Opportunities.

The key to growth, effective cross-selling not only results in more policies per account but also increases customer retention, qualifying customers for additional discounts and strengthening trust in your brand by showing the customer that you are looking out for their future insurance needs.

Importantly, email banner campaigns help you cross-sell to the right policyholder at the right time. So for a customer taking out a home insurance policy on a new family home, the confirmation email could feature a banner, introducing the importance of life insurance and linked to relevant content.

Integrate with your CRM platform.

Rocketseed integrates directly with your Customer Relationship Management (CRM) platform, tracking every recipient interaction with your email banner campaigns and enabling you to use these insights to manage campaigns throughout the customer journey and to tighten alignment between marketing and sales.

How do your policyholders rate your service? Highly enough to post a 5-star review? After all, glowing reviews can be key to building your online reputation and boosting your search rankings.

Run a one-click satisfaction survey.

By adding an interactive one-click survey banner to your purchase confirmation and follow-up emails, your customers can quickly rate your service and their experience – ‘excellent’, ‘good’ ‘average’ or ‘poor’. You can follow up all positive responses with a more detailed survey, a review request and an exclusive promotional offer.

Resolve any negatives immediately with real-time alerts.

If you get any ‘poor’ responses to your survey, Rocketseed’s real-time alert feature lets your customer service team follow up immediately and resolve any issues personally. As well as remedying any issues, this way you’ll avoid any poor reviews and prove your reputation for excellent customer service!

Request reviews.

To get more reviews, why not just ask? Use an email signature marketing banner – with a clear CTA and possibly an added incentive – to drive recipients to your own website’s reviews page or a third-party review site.

Your employees are key to your success. They’re your brand ambassadors who go the extra mile for your customers. And you’ve invested in them so you want them to stay. But keeping them informed, motivated and engaged with your insurance brand can be a major challenge and critical to reducing employee churn. The solution? Internal email signature marketing.

Add eye-catching interactive banner campaigns to your company’s internal email and suddenly you’ve got an effective HR channel that your employees simply can’t ignore… and you can track all their engagement.

Keep your insurance company employees up to speed.

What’s happening in your insurance business this week? New policy products or services being launched? New technology being installed and training required? New sales processes being adopted? Make sure your employees are up to speed by adding an interactive banner on your internal email, linking to the relevant product and service information, training content and sales process guidelines.

Recruit, onboard and train your employees.

Use email signature banners to advertise vacancies and link to application forms. Automate a series of onboarding banners so new employees familiarise themselves quickly with your brand culture. And serve your latest training content via banners and track employee engagement.

Monitor employee satisfaction.

How happy are your employees? Get a regular satisfaction snapshot by running interactive one-click survey signature campaigns. Positive responses can link through to a more detailed survey or ask for suggestions, while any negatives can trigger an alert and give you a chance to follow-up before they quit!