Cold email for insurance brokers and carriers
Commercial insurance is bought on a schedule. An excellent email sent nine months before renewal is a wasted email.
Renewal timing is the campaign
Most commercial policies renew annually and buyers only entertain a conversation in the weeks before. We build the campaign around getting in front of an account in that window, using what can be established about renewal dates, plus a recurring cadence that catches accounts we could not date precisely.
Exposure gives you the opening
Headcount growth, new locations, fleet expansion, a new product line, a change in operations, an acquisition. Each one changes what a business is exposed to and gives a reason to write that is not simply an offer to quote. That is the difference between a broker email that gets read and one that joins the other twelve.
Benefits and commercial lines separately
The buyer for group benefits is not the buyer for property and casualty, and the timing rarely lines up. We run them as separate campaigns with separate lists and copy rather than one broker introduction sent to everyone.
What the campaign looks like
- Campaign built around renewal windows
- Exposure-change triggers as the reason for writing
- Benefits and commercial lines run separately
- Recurring cadence so accounts are reached in-window each year
Talk through a renewal-timed campaign
Bring the offer and the kind of company you want in front of. We will map the list, the trigger and the first sequence on the call.