E-mail is a privilege not a right. So it's a wise practice to get permission from clients prior to sending them any electronic mail. But once you have their OK, it's cool to send quarterly insurance and safety suggestions, timely alerts (e.g. flood insurance), and unabashed cross-sell solicitations. Profile your clients for missing policies and options. Match the leads you've uncovered with the email addresses on file and send them cross-sell messages promoting savings, protection, or convenience.

Growth Through Cross-Selling

STEP 1: Collect email addresses from every client with Internet access. Here's how ...

Your staff should ask for the email address of each client and prospect they speak to. With all these addresses, reps can transact routine business online and cross-sell.

Mail postcards asking clients to send you their email address.

Collect the email addresses of clients who visit your website. Place a simple email-collecting "web form " in a special Clients--Only section on your site.

Add a P.S. asking for an email address to every renewal letter Example ...

P.S. In the future, we would like to occasionally email you important information and ideas
about your insurance account with us. If you have regular access to the Internet, please
send your email address to us at info@xyzagency.com. We'll keep it confidential!

STEP 2: Make sure that the from name that displays on cross-sell email is the name of your agency and not the name of the individual sender. To accomplish this, set up an additional email account on your sender 's mailing software. In Microsoft Outlook or Outlook Express select Tools |Accounts |Add |Mail. Enter your agency 's name in the "Display Name " box.. The rest of the information is the same as it is for your regular mail account. If you need help, ask your ISP to walk you through the process.

STEP 3: Send the clients you've identified up to three cross-sell offers by email. The first one introduces the idea. The second and third mailings follow up with any non-responders. Send them 10 days apart. Here's a simple personal lines example ...

Initial email ... Subject: Let 's cut your auto and homeowners insurance costs by 15%.
Message: We want to reduce your car AND homeowners insurance premiums by an extra 15% over our already low rates. But to save you this money, we need your permission to transfer your homeowners policy to the same top company that now insures your car. When you have both policies with us, you save 15% off the rates of each.

To move your homeowners to our agency, please click on the "reply button " and type "Take over my home policy at renewal time" as the subject. We'll make the switchover as painless as possible for you, including informing your former agent of the change.

First follow-up ... Subject: What REALLY happens after your car is broken into?
Message: Unfortunately, cars are broken into and items are stolen from them every day. If you 're unlucky enough to have this happen to you, your problems have just begun. That 's because you have to file two separate insurance claims: one with your car insurer (us) and another with your homeowners company. That means two adjusters to deal with. But it doesn't have to be this way. We can handle both policies for you, save you 15% on each, and simplify your life. To move your homeowners to us, click the "reply button " and type "Take over my home policy at renewal time"" as the subject. We'll make the switch as painless as possible, including telling your former agent he 's history.

Final follow-up ... Subject: Last notice! Message: Here are three good reasons for you to combine your auto and home insurance with us:
1. You save 15% on each policy.
2. You only have to file one claim if someone breaks into or steals your car.
3. Both policies are billed together, so there are less checks to write and only one installment charge to pay.

Click "reply " now and we'll call you to get the changeover started.

© 2005 by Lew Nason, RFC, All rights reserved
Lew Nason has been helping agents to achieve long-term success in insurance sales for over two decades. His unique perspective, on how to truly help clients, has enabled scores of agents reach the top levels of their profession. Visit his web site at www.insuranceproshop.com or call him toll free @ 877-297-4608.