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If you’re like many insurance agents, you don’t have time to hand-nurture every lead. That’s where drip marketing campaigns come in.

These email marketing campaigns involve sending a series of pre-written messages over a period of time to a prospect, nurturing them through your sales funnel. The whole process is automated, so once it’s set up, all you have to do is turn it on.

Here are a few tips for setting up and running your own drip campaigns.

Know what you want to get out of it

What’s your plan for this campaign? Are you looking to drive purchases of a specific kind of policy? Cross-sell umbrella policies? Nurture a specific high-value lead you met at a trade show? Educate your clients to build trust and retention?

The more relevant your drip email content is, the more likely it will work. So know exactly what you want from your campaign before you start writing.

Plan it out

There are many different ways to plan and sequence your drip email campaign, and they depend on your goals, audience and strategy.

But you’ll need a consistent plan that a reader will understand. A few tactics include:

• An educational campaign. Bring clients a short email once a week educating them on some aspects of the insurance you sell, with your offer at the end.

• A case study campaign. Craft a mini case study for each email, depicting some problem your agency solved that involves the type of insurance you’re selling in this campaign.

• An introductory campaign. Introduce a new type of policy to existing customers, with the purpose of cross-selling. Write a series of emails detailing benefits or telling customer stories.

Decide when to send.

Interesting tidbit: according to 10 email marketing studies https://coschedule.com/blog/best-time-to-send-email/, the most effective day to send marketing emails is Tuesday.

How often and when will you send your emails? Once every few days to once every week tends to be a standard—but sometimes you have to test this out to determine what works best for your audience.

When it comes to time of day and which day of the week to email, this is also a good thing to test. Either way, bear in mind that people tend to unsubscribe to lists they receive too many emails from.

Once you’ve got your drip marketing campaign written, all you have to do is set it to go. With careful planning and strategy, email drip marketing can be a huge benefit to your business.