Cross-selling insurance to your clients makes their lives easier by keeping their policies under one roof. Clients with more products not only stay longer, but they’re also easier to retain.
The benefits of cross-selling insurance
Imagine buying a new car but having to go to a tire store for the tires, an engine store for the engine, a body shop for the body, then have someone assemble it. Sure, that’s a bit simplistic but using the same analogy, having all their policies in one place, with one agent, benefits your clients.
Cross-selling makes it easy (and less costly) to connect with current clients, round out accounts, and increase revenue per client. Cross-selling also increases your chances to retain existing clients and allows you to “check-in” with them.
So, what’s the best way to get your cross-selling message out to clients?
Enter your powerful super-weapon: email. (Not confident in your email marketing? Check out our blog on Three email tips for successful insurance marketing.)
According to Mailchimp, the average open rate for emails in the insurance industry is 21.36%. Need more proof? A recent customer of ours ran a cross-sell campaign with impressive results that included 78 responses within 24 hours and generating 65 quotes—leading to $42K bound!
Watch the video recording of the agent speaking about his success and how he was able to accomplish all this through Rocket Referrals.
With that, we’ve created three scenarios and four email templates for you to use when cross-selling insurance that if done right, can cover most of your book of business in downtimes.
Tip: Before sending any of these, segment your book of business into proper lists. Doing this beforehand saves you time and makes it easy to fire off emails.
Home and no auto or auto and no home insurance cross-sell templates
Home no auto insurance cross-sell email template
Auto no home insurance cross-sell email template
Whether your client has home insurance and no auto insurance or auto insurance and no home insurance the concept and template are similar. The key is timing with the right messaging.
- Send out your first email three months after a client has purchased their home or auto policy. The next email should come 35 days before their home or auto policy renews.
- Use a descriptive and benefit-driven subject line like “Bundling insurance saves money (and time),” or “Make sure your home is covered for winter.”
- Highlight the advantages of bundling, like saving time and money and not having to juggle multiple carriers and policies.
- Provide a clear call-to-action (CTA) like “Call or email today”, “Let’s grab a coffee and discuss options” or include a unique URL where they can get more information or schedule an appointment.
- End your email with messaging that emphasizes your relationship and ask how you can help. Make it human and forget the hard sell.
No umbrella insurance cross-sell template
Unlike auto or home, most clients might not know about umbrella insurance. This is where you come in, educate, and be the hero.
- Include a link to an article explaining what umbrella insurance is, or better yet, link to a blog post you’ve written on umbrella insurance explaining its benefits. You can easily do this using Rocket Connect.
- Time your email wisely: three months after the purchase of a client’s home or auto policy, then 35 days prior to renewal.
- Use a descriptive and educational subject line that relates to Umbrella insurance like “What your home and auto policies may not cover.” or “What Umbrella Insurance is and why you might need it.”
- End your email with a clear call-to-action (CTA) like “Call today” or “Email here” or include a unique URL for clients to visit for more information. Here's an article on the psychology behind these and why they're so effective.
- Sign off with a friendly, helpful message, and remember – never hard sell.
No life insurance cross-sell template
“What will happen to your family if you die?” That’s the dire life insurance message late-night TV ads seem to push out. This is your chance to pivot from a worn-out sales tactic to one that offers real, practical advice.
- As you can see from the above template, this email is a simple one. A few lines, straightforward information, and an offer to help.
- Stagger your emails. The first email should go out three months after your clients purchase their home, auto, or an umbrella policy (if they already had the others previously) and then 35 days prior to renewal.
- Use a descriptive and inviting subject line like “Lets talk about life insurance,” or “I can help you with a life insurance policy.”
- Personalize your messages, make them short but friendly, don’t word it like you’re trying to sell clients something, and convey you’re looking out for their best interests (because you are).
- End your email with a clear call-to-action (CTA) like “Call me with questions you have about life insurance” or “Email me with any questions I’d love to help” or have a unique URL that has more Life Insurance information.
Using these email templates when cross-selling insurance can help drive results, spark conversations with clients, and lead to other opportunities. And even if you don’t end up selling a new policy, it’s a valuable touchpoint you might not have otherwise made.
As you ramp up your campaign, remember these tips:
- Keep your subject line simple but compelling
- Be strategic about when you send your emails
- Keep your copy limited to a few lines—but make those lines of copy meaningful
- End with a CTA and a note that doesn’t try too hard to sell