Seasonal Email Campaigns for Insurance Companies

As an insurance company, you can take advantage of different seasons of the year and adjust your email marketing efforts and strategy accordingly.

In addition to automated messages that are triggered by users’ behaviour, it is also advised to target your subscribers with marketing emails offering different or complementary insurance products. However, it’s vital to know when your campaign has the best chance to succeed.

Therefore, we’ll go through different seasons and suggest email campaigns that are most likely to succeed during that time and generate desired results.

When to send seasonal marketing emails

Based on our analysis, our insurance clients experience the highest customer engagement and revenue during the summer months (June to September). However, your results might differ. 

If you have been doing email marketing for some time, the best advice is to analyse your results, work with your data, and find the best-performing months or seasons for particular campaigns. 

You should also run A/B and time tests and schedule the emails across several periods. The more data you get, the easier it will be for you to send your email campaigns at the right time.

Nonetheless, for those who don’t have sufficient data to analyse, we have a few tips on when to send particular campaigns based on our analysis of past engagement. It is also good to develop special offers and discounts to spice up your offerings.

Spring:

Spring is generally a good season to send campaigns promoting van insurance and related insurances. This can be caused by the fact that summer is the peak moving season, so it’s advised to inform customers about your deals before the main season starts.

Summer:

It’s not a surprise that summer is the best time to send promotions for travel insurance since it’s the busiest travel season. However, these trips are usually made several months in advance. Therefore, you can start with your campaigns early in summer or late spring to be the first ones in your subscriber inboxes.

With people leaving for holiday, the demand for car hires also increases. Make sure that you send your relevant car hire insurance offers before the season starts to be the first to come to people’s minds when they need insurance.

Another insurance policy you can promote during summer is motorbike insurance, as the activity popularity typically spikes during the season.

It doesn’t have to necessarily be only promotions that you’re sending to your customers. It’s also important to build a relationship with them and keep them engaged. Summer time is perfect for sending tips about bbq safety, road safety, how to look after your home when you’re on holiday etc.

Autumn:

There’s usually a higher engagement for home insurance campaigns in early autumn (September, October) and related insurances, for example, for home rebuilding, etc.

Winter:

Winter is another season popular among travellers. So you can take advantage here and promote your travel insurance or for insurance for extreme sports (if you offer one) since the winter season is associated with skiing and other extreme sports.

As winter is a season associated with harsher weather conditions, you can consider promoting natural disaster insurance if you offer one. In the winter months, the likelihood of your subscribers opening these types of emails might increase significantly.

In winter, you can also send emails with tips for winter trips or how to take care of your home during the winter months.

Run tests and analyse your data

The above are only suggestions based on our clients’ past engagement. However, your results can differ based on campaigns and clients. Therefore, we recommend running your own test campaigns to find the best season for specific marketing emails. 

In the Circulator platform, you can see detailed reports and analyses of your campaigns and see how they perform in time, so you can adjust your email marketing strategy accordingly and find out for yourself which marketing emails are suitable for individual seasons.

Circulator specialises in insurance communication and provides brokers with custom solutions to help drive engagement and revenue, and reduce operating costs.

Please contact us if you need any help with your email and SMS campaigns, and our team of experts will be happy to find the best solution for you.

You can also visit our blog for more tips for insurance companies.