Email Campaigns Clients Actually Open

How Insurance Agents Can Write Short Emails That Build Trust, Stay Legal, and Drive Renewals

Summary: Newsletters and drip sequences can work—but only if people open them. This guide explains how to send relevant, plain-text messages that don’t go straight to spam and actually make clients hit “reply.”

Insurance agents know the grind: calls go unanswered, policies lapse, and referrals stay elusive. But here’s what the pros have figured out—email, when done right, is still one of the most effective tools for building long-term trust and nudging clients toward action.

The catch? It has to be short. It has to be relevant. And it has to avoid spam triggers like a squirrel avoids traffic.

Let’s break down how to build email marketing campaigns that actually get read—and lead to real-world conversations, renewals, and referrals.

Why Email Still Matters

A 2023 survey by HubSpot showed that email remains the top marketing channel for ROI, delivering an average return of $36 for every $1 spent. In the insurance space, email is often the only digital channel many clients check regularly—and prefer over text or phone calls for routine communication.

According to Constant Contact, emails related to health or financial services see average open rates of over 27%, compared to the 16.7% average across all industries.

But open rates don’t tell the whole story. Email becomes powerful only when it’s part of a larger strategy built on consistency, compliance, and human tone.

Set Your Strategy (Then Actually Stick to It)

Start by choosing your format. For most independent agents, two types of campaigns matter:

• Recurring newsletters (monthly or quarterly)

• Drip campaigns for onboarding, renewals, or cross-selling

Use a basic CRM like AgencyBloc or a platform like Mailchimp to organize your contacts by policy type, renewal date, and life stage. Don’t blast everyone with the same offer—segment your audience and match messaging to their needs.

One rule: never send an email just because it’s Tuesday. Send when you have something helpful to say.

Write Like a Human, Not a Brochure

The best-performing emails sound like they’re written by a real person—because they are. Ditch the fancy banners, stock images, and salesy “Act Now!” copy.

Instead, use a clear subject line, a quick hook, and an honest tone. For example:

SUBJECT: Your Medicare card looks different this yearBODY:Hi Carol,You may have gotten a new red-white-blue card in the mail—don’t toss it! It’s your updated Medicare ID. Let me know if you have any questions.

—Mark

That’s it. No long pitch. Just helpful info that builds trust over time.

Timing Is Everything

Think in terms of life events and policy cycles. Send Medicare follow-up emails 90 days before enrollment. Send life insurance reminders around birthdays or major holidays. Use calendar-based reminders, but always personalize them.

Stat: According to Campaign Monitor, emails sent on Tuesday or Thursday between 10 AM and 1 PM get the highest open and click rates.

Use tools like ActiveCampaign or Constant Contact that have CMS-compliant templates, or review the rules directly on the CMS website.

Build a Re-Engagement Plan

Every email list gets stale. Once a year, send a re-engagement email: “Still want updates from me?” or “Want to keep getting helpful info?” If they don’t open or click, remove them from future marketing but keep them in your CRM for follow-up via phone or mail.

If you’re in doubt, review the FTC’s guidance on email marketing best practices.

Track, Test, Tweak

Watch these metrics:

• Open rate (20–30% is solid)

• Click-through rate (CTR) (aim for 3–5%)

• Reply rate (yes, replies matter more than clicks in insurance)

Use A/B testing to try different subject lines and times. For example, test “Need help with your next plan review?” vs. “Is your health plan still working for you?”

Here's a simple email sequence for new clients:

Day 1: Welcome email (includes intro + how to reach you)

Day 5: What to expect from your new policy (PDF attachment)

Day 15: Tips on using benefits (based on policy type)

Day 30: “How’s it going?” check-in + link to book a call

Email is your invisible assistant. Done right, it nurtures leads, keeps clients informed, and builds the kind of loyalty you can’t fake. Just remember: keep it short, keep it honest, and keep it human.