Once an online life insurance journey is set up, it can be tempting to leave it simply sending out results emails – but a good email system is capable of so much more. It’s a good start if your life insurance team currently sends out any of these emails manually – but it’s worth considering automation for a much more consistent, measurable and scalable approach.

Here are our top 5 emails that life insurance companies should aim to send out automatically:


Quote results emails really are important – without a link to retrieve their quotes, the 40%+ of customers who do not purchase in their first session will have no way of returning at a later date, short of starting the process over again.

The added bonus of this email is that you’ll also be populating your email service provider (ESP) with useful information that can be used later on – once your marketing database includes quote amount, date and a retrieval URL, emails #2, #3 and #4 will be much easier to set up without needing input from developers.

Factors to consider when setting up a quote results email include:

  • What if the user requests 5 quotes? Should I send 5 emails or just one?
  • What about data security? How secure do quotes need to be, and can we add security?
  • Should I add any incentives or a sense of urgency?

Depending on your brand profile, quality of traffic and form validation settings, up to 50% of customers will leave a false or otherwise unreachable phone number.

Instead of letting the lead go cold at this point, a “just tried to call you” email can gently explain that an agent tried to call but was unable to get through. The email should explain the helpful nature of the call and give the user an opportunity to add their real contact details, converting the next the phone call from “unwanted contact” to one that has been directly requested by the customer.

With a carefully crafted subject line, these emails have very high open rates and can prevent a significant number of lost opportunities every day. The very best implementations will be integrated directly into your CRM system (see: SALMON), allowing the email to be sent from the agent attempting the call at the click of a button.

If your quotes expire, it’s a good idea to send out a reminder email 24 hours in advance and make the most of this natural sense of urgency.

Even if your quotes don’t expire (i.e. are subject to change before an application is made), 7 days is usually a good time to send a reminder – it’s just the right number of days to highlight the passage of time without hassling the customer.

3-4 weeks after a customer requests a quote, it’s time to accept that perhaps this customer isn’t going to buy without intervention – hence the need to reactivate.

This can take the form of an irresistible cashback offer or exclusive discount, but it isn’t always necessary to set up a reactivation budget.

At PayingTooMuch.com, we send out a survey asking customers why they didn’t proceed, with the top 5 reasons presented as links in the email:

  • I need more information before I proceed
  • I was just researching quotes – I’ll buy when I’m ready
  • I can’t afford life insurance right now
  • Etc…

Not only are customer objections challenged as soon the link is clicked (eg. “I can’t afford life insurance right now” = a list of ways to make it cheaper), but the sales team are notified and are well-equipped to get back in contact by phone.


Even if a customer makes it through the above 4 emails above without purchasing, there’s no reason to stop there.

A well populated marketing database will let you stay in constant communication with your customers without the need for extensive development work or even manual intervention once set up. All of the following ideas are possible:

  • Letting the customer know that their rates will increase just before their birthday
  • Refreshing the customer’s quotes 3, 6 and 12 months after they last requested a quote
  • Prompting the customer to purchase life insurance as part of a wider marketing campaign or around an event (eg. New Year)
  • Getting back in touch when the user revisits your website

As well as building robust web applications for the insurance industry, Eclipse Financial Systems consults on email marketing automation, conversion rate optimisation and digital marketing – just contact us for more information.