Why Should Insurance Brokers Focus On Email Deliverability
Lisa Gregg
July 1, 2022

Why Should Insurance Brokers Focus On Email Deliverability

Email deliverability is the ability to reach users’ inboxes and successfully deliver messages without ending up in the spam folder or experiencing bounced messages. It is the #1 factor for insurance brokers regarding email marketing success.

Average deliverability rates in insurance

According to the most recent statistics by Constant Contact for 2022, the average bounce rate (emails that were returned to senders) for the insurance industry was 8.57%. According to another study conducted by Omnisend, the average spam rate across industries is around 7%. That gives us a deliverability rate of 84.43% for the industry, meaning that more than 15% of emails sent to your clients might not be delivered to your customers.

For comparison, Circulator’s insurance clients see an average deliverability rate of around 97%.

Circulator Insurance email deliverability rate compared to the insurance industry average

Why should you care?

Insurance clients send a lot of transactional emails that are essential to them as well as to their customers. We’re talking primarily about confirmation emails, credit control emails (payment reminders), renewal reminders, emails concerning policy changes and so on. Learn more about these automated emails in our dedicated blog.

If your users do not receive these emails, you might miss out on opportunities or potentially even lose your customers. If your customers don’t receive renewal reminders, the chance of them continuing to use your services is lowered. A similar problem can occur if they don't receive their insurance policy documents. Also, the overall effectiveness of your marketing campaigns can drop substantially if your messages don’t reach users’ inboxes.

What can you do to improve deliverability rates?

There are several ways you can deal with your email deliverability issues. The most important thing is to keep a good sending reputation and maintain a high quality of your emails. Below are some tips on how to achieve excellent deliverability rates.

1) Set up email authentications

The first step to achieve that is by setting up your account correctly with email authentications that help with deliverability, such as SPF, DKIM, DMARC or BIMI. 

SPF and DKIM allow you to establish your identity without putting yourself at risk of being blocked or tagged as spam.

DMARC (Domain Message Authentication and Conformance) is an authentication protocol that works with SPF and handles emails in a certain way if verification fails. The emails that fail A DMARC authentication can be approved, quarantined or rejected.

BIMI (Brand Identification for Message Identification) is an authentication method that allows you to display your company logo alongside your emails, which helps users identify your company and also prevents fraud.

2) Always get users’ permissions

It’s crucial to get users’ permission to send them emails. If you don’t, your domain can be blocked by users, which can severely impact your sending reputation and, as a result, email deliverability as well.

Circulator will make sure all your forms are compliant and that you always get your users permission to send them emails.

3) Provide users with a preference centre

You can provide users with the option to choose their preferred type of communication, the frequency of emails, and what types of emails they want to receive (about what insurance policies, special offers, newsletters, etc.). This way, you can avoid overwhelming users’ inboxes with irrelevant communications and diminish the risk of your emails being tagged as spam.

4) Pay attention to the quality of your emails

You should also pay attention to the quality of your emails. Keep them concise and avoid using spammy words, deceptive subject lines or too many large images. Most importantly, always get users’ consent to send them emails.

5) Make it easy for users to unsubscribe

If your subscribers are no longer interested in your emails, you should give them the option to easily unsubscribe. Otherwise, you’re putting yourself at risk of users tagging your emails as spam to not receive them anymore, which can significantly hurt your sender’s reputation.

6) Use a good email service provider

Good email service providers also help you improve your email deliverability. Circulator specialises in the insurance sector and makes sure that your messages get successfully delivered to your users’ inboxes. Our deliverability rate for insurance companies is 97%, which is 13.85% higher than the industry average.

We understand how important it is for you to deliver all insurance policy documents to your customers. We ensure that you’re set up with all authentications, regularly monitor your account performance and provide you with the best practices, so that you can achieve the highest deliverability rates.

Circulator offers a wide range of digital communication solutions that are tailored to the needs of insurance companies.

Please don’t hesitate to contact us if you’re looking to improve your deliverability rates or other aspects of your digital communication, and our team will be happy to help you.

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