When following up on insurance leads you’re at the starting point of a new relationship. As with all relationships, the quality of communication you present via email is just as important as if you were having the conversation face-to-face. On top of the importance of presenting your most professional, knowledgeable self, it is also necessary in order to stand out from the crowd. One of the great benefits of email is that it allows you to contact your prospects quickly and directly. The challenge here is that it allows everyone else to contact them equally so.

How do you ensure that when following up on a prospect that your introduction is going to catch their eye and get read? How do you make your email shine? This is where the power of the subject line comes into play. Data shows that 35% of people will open email based on the subject line alone. That should be more than enough to encourage you to consider how crucial front-loading your email is so that it gets the full attention it deserves, but how do you go about doing that?

Short and sweet emails work

The subject line shouldn’t be a novel, it’s the teaser blurb. “RE: Your quote request” will go miles farther than “I received your insurance request and wanted to discuss it with you.” A large chunk of the latter subject line can be assumed and doesn’t need to be over-thought. Also, email is being first read on mobile phones more and more. You want your full intent viewable on a small screen.


That was a little annoying to read, wasn’t it? Imagine being the prospect. The path of least resistance is what you’re aiming for, and unnecessary use of caps lock is going to hinder that if your prospect gets the feeling they’re getting yelled at. Let the body of your email provide the wow factor.

It’s what and how you say it

It would be nice if getting your prospect’s vested interest with the subject line was the only hurdle you had to get over, but alas. Spam-hunting protocols are going over your wording with a fine-tooth comb to judge whether or not your email is doomed for the spam folder. Investing a little time researching spam-triggers like the ones compiled at Automational and Hubspot can save you a lot of wasted time down the line.

Sending follow-up emails

Congratulations! You’ve gotten the prospect to open your email. They look over it and see…what? This is where the rubber hits the road. The prospect is interested, now you need to get them invested. There are multiple means of gaining that investiture, but there are few better than simply sticking to “Go with what you know.” The following templates are all built on the simple formula of taking what information you have as fact about the lead, and building a prospect follow up on that.

Email Template 1: Beginning with Value

Hello [Name],

I hope this email finds you well! You are looking for a competitive insurance quote and I am confident that I can assist you. We here at [Agent’s company name] pride ourselves on our extensive history of getting the people of [customer’s hometown] the best value and coverage for their money, and I would love the opportunity to share what our services can offer to you. When is a convenient time for me to give you a quick [time, ex. 10–15]-minute call to discuss your needs and options?

I am looking forward to serving you in the future!



This template is excellent because it is geared straight towards your ability to provide worth to the prospect. Also, by including the prospect’s time as a value factor, it reinforces for them that you’re considering their needs beyond the financial. This is an important step in the relationship-building process, and should actually be considered in any prospect follow-up email.

Email Template 2: Leading with Reference

Hello [Name],

My friend [name of mutual acquaintance] suggested I reach out to you regarding your current insurance needs, and I wanted to take the opportunity to make myself available to you. When is a convenient time for me to give you a quick [time, ex. 10–15]-minute call to discuss your needs and options?

I am looking forward to speaking with you!



The brevity of this template is based on the awesome power of the reference’s name. That name is a gold-plated foot in the door. If the reference has enough consideration of the prospect’s needs to have you in mind as the go-to person, that’s going to create an impression in the prospect’s mind that you really can’t pay for. People like familiarity, so let that build the foundation of the relationship. Also, try to use open-ended questions rather than a question or a statement that can be answered yes or no. Open-ended questions allow you to find out more about the opinions and needs of the lead, giving you a better idea of their headspace and needs.

Email Template 3: Summarizing Your Purpose

Hello [Name],

I just left you a voicemail regarding your insurance quote request and wanted to follow up with my email if communicating this way is more convenient for you! I will give you another call on [Future Date], but please don’t hesitate to call me at [phone number] or email me at [email] if a more convenient time comes up for you before then!

Talk soon,


The phone is still a great way to connect with leads, aside from Millennials, among which phone calls are practically extinct. It can be considered a clunky, time-consuming method of communicating, and when presenting yourself as someone respectful of the prospect’s time, you do not want to send a mixed message. Tailor your email to touch the key value points of your phone message and what you have to offer, then give multiple options for them getting back to you. This template differs from the others in that it notifies them that you will try back, but if your voice message provides the potential value and this email provides your interest in helping them with a solution, you’ll hear from them first.

Email Template 4: Using Mutual Connections

Dear [Name],

It was such a pleasure speaking with you at [mutually attended event] last night (edit this as necessary)! As promised, I’m following up to arrange a time to discuss our best coverage options that suit your insurance needs. When is a convenient time for me to give you a quick [time, ex. 10–15]-minute call?

I look forward to reconnecting!



You met the lead at a social function and got their contact info? Perfect. A reminder of who you are and why you’re contacting them is all you need. Also, this gives an excellent opportunity to start personalizing the relationship. Did you like a movie they recommended? Did you try out that pizza place they mentioned? A quick P.S. to let them know along with your gratitude goes a long way.

Email Template 5: Just Being Direct

Hello [Name],

I seem to have caught you at a bad time! I received your request for an insurance quote, and I would love to assist in finding the optimal coverage that best suits your needs. I know your time is valuable — when is most convenient for us to chat?

Talk soon!



There will be many times when you won’t have the benefit of knowing anything beyond the fact the lead is looking for insurance. There is no problem with keeping it as short and sweet as possible. Let them know you’re aware of their need, present yourself as a deliverer of solutions, and let it build from there.

The Art of Email Follow-ups

The art of the email is about getting your foot in the door, being invited in, then being asked back again. Giving the lead an opening to connect with you that is respectful of their time, relevant to their needs, and balanced between professional and personable should give you everything you need to make that connection that good relationships and good business rely on.

Happy selling!