Email Marketing to Clients: 10 Best Practices

10 Email Lead Generation Strategies
01. Build a Targeted Email List

The foundation of success lies in reaching the right people. Don’t waste your efforts on a shotgun approach. Instead, focus on building a targeted email list relevant to your services. Here’s how:

  • Partner with senior-centric businesses: Collaborate with healthcare organizations, assisted living facilities, or financial advisors to gather email addresses of individuals approaching Medicare eligibility.
  • Run targeted social media ads: Facebook and Google Ads allow you to precisely target demographics and interests related to Medicare, yielding high-quality leads.
  • Offer free educational resources: Create eBooks, webinars, or guides on Medicare topics and exchange them for email addresses through landing pages.


02. Crafting Compelling Lead Magnets

Incentivize people to part with their email addresses willingly. Offer valuable resources that address their Medicare concerns, such as:

  • Medicare 101: Help them learn the basics of navigating Medicare.
  • Medicare Advantage vs. Medicare Supplement: Teach them about the qualifications, impact, and differences.
  • Host Local Information Event: Invite potential clients to attend and learn more about their options.


03. Master the Art of Subject Lines

Your subject line is the first impression. Make it concise, relevant, and intriguing. Consider these tactics:

  • Ask a question: Spark curiosity and entice them to open the email.
  • Highlight yourself: Mention that you are a local, licensed agent.
  • Use timelines: Remind them of the current enrollment period or Turning 65 opportunities.


04. Personalize Your Emails

Speak directly to your audience, not at them. Use dynamic tags to insert names, locations, and plan types for a personalized touch.

  • Remind your clients that there is a person behind the emails.
  • Show your clients that you care about them and their needs.


05. Storytelling

People connect with stories more than facts. Share anecdotes from satisfied clients or weave success stories into your emails to build trust and credibility.


06. Strong Call to Action

Tell your readers what you want them to do next. Whether it’s downloading a guide, scheduling an appointment, or visiting your website, make the CTA prominent and easy to follow.


07. Segmented Contact Lists

Send tailored messages to different segments based on age, location, interests, or specific concerns. This ensures higher engagement and conversion rates.


08. Keep it Concise and Scannable

Respect your reader’s time and capture their attention better. Use short paragraphs, bullet points, and clear headers to ensure easy readability.


09. Optimize for Mobile

Today’s user journey often starts on smartphones. Ensure your emails are responsive and display optimally on mobile devices. This is especially important for seniors. Anticipate their needs and struggles and create a user-friendly experience.


10. Track & Analyze Your Results

Use email analytics tools to monitor metrics like open rates, click-through rates, and conversions. This data helps you refine your strategies and maximize your email marketing ROI.


How To Implement These Strategies:
  1. Choose an email marketing platform: Opt for a platform with user-friendly interfaces, CRM integration, and analytics tools. Mailchimp, Constant Contact, and ActiveCampaign are popular options.
  2. Design your email templates: Use pre-built templates or design your own, prioritizing clean layouts and mobile responsiveness.
  3. Segment your list: Group your contacts based on relevant criteria to personalize your communications.
  4. Craft engaging content: Write compelling subject lines, personalize your emails, and tell stories that resonate with your audience.
  5. Schedule your campaigns: Choose the best time and frequency to send emails for optimal engagement.
  6. Monitor and analyze results: Track metrics to understand what’s working and what’s not, and continuously refine your strategies.



Agents can tap into the vast potential of email marketing by implementing these email lead-generation strategies. Remember, success lies in building a targeted list, offering valuable resources, personalizing your approach, and constantly evolving your strategies based on data. The digital world is always changing. We hope that we can help guide you through these changes and help you master your marketing efforts as an agent!

To learn more about how Fidelis can help you, please visit and contact one of our Sales Directors. They can be your guide to growing your business and provide you with the latest tips and resources!


Never Miss an Update by Joining Our Mailing List and Following Us on Social Media