With self-quarantining still in full effect, most insurance clients aren’t stopping by the office. That doesn’t mean they don’t still have burning questions about how coronavirus impacts their current coverage or affects how they do business with your brokerage. 

Now more than ever they’re relying on you to keep them in the loop. The best way to do that is via email. According to Sparkpost, email open rates since the outbreak have averaged around 24 percent — in other words 1 in 4 recipients are opening emails. That’s impressive engagement regardless of industry, but for the insurance industry in particular, read rates have been slightly higher than average, coming in at 27.9 percent.

If you’re not sure what types of emails you should be sending, don’t worry, we’ve identified the top 5 messages your clients care about right about now.

1. Customer Service / Hours of Operation
   Are your offices still open? If so, have you adjusted your hours of operation? Are you taking special measures to keep employees and clients at a safe distance when they’re in your offices? These are all questions you can answer for clients with a quick email. If you already sent an email to this effect at the beginning of the outbreak, now might be the time to send an update so customers know where things currently stand.
   
2. Cross-Sell Life Insurance
   With so much uncertainty surrounding coronavirus, demand for life insurance is going up. In a recent U.S. News & World Report article, Byron Udell, president of the independent life insurance brokerage firm AccuQuote, said his company is taking 35-50 percent more applications every day. His sales volume for life insurance has increased so much that he is hiring more agents. What does this mean for your business? If life insurance is one of the products your brokerage offers, now is the perfect time to launch a cross-sell email campaign. Let customers know you’re available to shop around and find them the best policy to suit their unique situation.
   
3. Pause Coverage for Home Sharing
   Help your clients who are unable to rent their property right now using Airbnb and similar apps by sending an email that lets them know they can pause their home-sharing coverage. Just make sure you queue up an email to remind them to reactivate this coverage once renting resumes.  Every little bit counts for your clients right now, especially since they’re not receiving the income they normally would from renting their property. They’ll appreciate that you took the time to let them know how they can save money.
   
4. Virtual Claims
   Filing an insurance claim right now will likely present more delays than usual for your clients since so many businesses are closed. Clients may also have a greater burden to document and take pictures since most insurers are having claims adjusters work virtually to keep everyone at a safe distance. You can help set reasonable expectations and offer support to your clients with an informative email that explains how the claims process is impacted by coronavirus.
   
5. Philanthropic Support
   With so many disheartening stories circulating in the news about coronavirus, clients would love to hear about the good things your brokerage is doing to help your local community get through this tough time. Whether you’re donating masks, sending food donations, or finding other ways to support, share the good news with your clients. You’ll be surprised how much it can lift their spirits and inspire them to make a difference too. 

If you don’t currently have the time or resources to create all 5 of these email campaigns, start with just one. Then, check to see how your read rates compare with the industry’s average. We think you’ll find that your clients are happy to hear from you.  

TIP: Aim to send out your emails on a Monday. Since the outbreak, BounceX reports 5 straight weeks of Monday performance spikes.