The library · Insurance brokers · Email

Write a re-engagement email

Lapsed clients usually left on price at renewal. Many come back after a claim elsewhere went badly or a cheaper policy turned out to cover less.

The prompt
I work in marketing at an insurance broker. Help me write an email to past clients we have not heard from.

Context: Lapsed clients usually left on price at renewal. Many come back after a claim elsewhere went badly or a cheaper policy turned out to cover less.

Before you start, ask me for anything missing from this list:
- Who these people are and when we last worked with them
- A real reason to get in touch now
- What we would like them to do

Then:
1. Open with the reason for writing.
2. Offer something useful that asks nothing of them.
3. Make one small ask.
4. Make it easy to say no or to stop hearing from us.

Give me:
- Two versions with different openings
- Subject lines for each

Rules:
- Use only the facts I give you. Where something is missing, write [detail needed]. Never invent a number, a name, a quote or a source.
- Give general information about insurance only. Never say that a particular person or business is covered, never suggest a claim will be paid, and never call a price the cheapest or the best.
- Write in plain English, in our voice if I have given you a sample.
- Do not tell me what the rules or regulations say. If something may be restricted, flag it and I will check.

Finish with a list headed "Check before this goes out". Include these, plus anything else our compliance officer or whoever approves financial promotions should see:
- That these people agreed to hear from us
- Savings or price claims and the basis for them
- Any reference to their old policy or claims history

Paste it into Claude, ChatGPT, Gemini or Copilot. It will ask you for what it needs.

Check before this goes out

  • That these people agreed to hear from us
  • Savings or price claims and the basis for them
  • Any reference to their old policy or claims history

The prompt gives you a first draft. Someone qualified still approves anything a client will read.

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