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Don’t Let Leads Go Cold — Cross-Sell Like a Pro
Let’s be real — most agents are leaving money on the table. Your existing clients already know, like, and trust you… but if you’re only writing one policy per household, you’re missing out on easy wins.
The good news? Cross-sell emails are your low-effort, high-impact play. They help you strengthen client relationships, lock in long-term loyalty, and increase revenue — all without cold calling or buying expensive lists.
But if you don’t have a plan, cross-selling gets shoved to the back burner. That’s where we come in.
👉 Want the full marketing game plan that does the heavy lifting for you?
Check out The Blueprint to Digital Marketing for Insurance Pros — made for busy agents who want to sell smarter, not harder.
What Are Cross-Sell Emails?
Cross-sell emails are targeted messages you send to your current policyholders to recommend related products. Think of it as:
“You’ve already got this — here’s how we can make it better.”
It’s not spam. It’s not pushy. It’s good service. You’re helping your clients get better protection and potentially save money — all while growing your book.
Why Should Insurance Agents Send Cross-Sell Emails?
Let’s break down what these emails actually do for your agency.
1. Increased Sales
Cross-selling is the fastest way to boost revenue without hunting for new leads. It’s smart, efficient growth.
2. Higher Retention
The more policies your client has with you, the more likely they are to stick around at renewal. It’s called the “sticky client” effect.
3. Better Relationships
You’re not just a policy pusher — you’re a trusted advisor. Cross-sell emails show clients you’re looking out for them.
4. Top of Mind Awareness
Even if they don’t act now, they’ll remember that you offered. The next time they need coverage? You’re first in line.
5. Competitive Edge
Most agents don’t bother. You’ll stand out just by showing up in their inbox with helpful, relevant advice.
8 Best Cross Selling Email Examples For Insurance Agents
Time to get tactical. Here are 8 plug-and-play email ideas that actually work. How do I know? Because these strategies are the exact ones I create for my clients.
You can either use these examples as the focus of your emails (which is how I’ve laid them out) or, you can incorporate them into your emails as a separate call to action. Your call.
1. Bundle and Save
Subject Line: “Checking in on your insurance coverage”
Clients love saving money. Highlight the discount and make bundling feel like a no-brainer. Use urgency like:
Email Heading: Unlock Savings When You Bundle Home + Auto!
“Hi there!
Is it time to refresh your insurance coverage?”
Close with: “You could be saving hundreds a year. Let’s do a quick review — takes less than 10 minutes. Click here to book your review, or feel free to reply to this email just to chat. We’d love to hear from you!”
2. You Insure Their Home… But Not Their Auto?
Subject Line: “We’ve got your home — Let’s talk auto”
Leverage the trust you’ve already built.
“Since we already insure your home, we can offer a bundled quote for your auto. Many of our clients save money (and headaches) by keeping everything in one place.”
3. Auto Policy… But No Home or Renters?
Subject Line: “Is your home or apartment protected?”
“People often forget about renters insurance or assume their landlord covers it (spoiler: they don’t). We already insure your car — let’s make sure your belongings are protected too. Renters insurance is more affordable than most people think!”
4. Upsell an Umbrella Policy
Subject Line: “Are you fully covered? Avoid these common gaps”
Umbrella policies are an easy upsell for multi-policy clients. Position it as smart, not scary. And by the way, this email subject line gets a 55% open rate and a 1.2% click rate.
“Your current policies offer great protection, but an umbrella policy gives you extra coverage in case of the unexpected. It’s surprisingly affordable for the peace of mind it adds.”
CTA: Simply reply to this email and they’ll be in touch!
5. Cross Sell Life Insurance
Subject Line: “Yep, life moves pretty fast”
This one’s personal. Use life moments as context — marriage, kids, new home.
“Life changes fast. Whether you’ve just bought a home, started a family, or are just thinking ahead, let’s talk about coverage that protects your family’s future.”
6. Special Event Coverage
Subject Line: “Hosting a wedding or party? Need insurance?”
People don’t know this even exists. Educate them.
“Planning something special? Event insurance protects you from unexpected hiccups like cancellations, property damage, or vendor no-shows.”
Pro tip: write a blog post about this and send the reader to your website!
7. Valuable Items Policy Enhancements
Subject Line: “New jewelry for the holidays?”
Save this until after the holidays. Many homeowners think their standard policy covers everything. Spoiler again: it doesn’t.
“Your home policy may not fully cover high-value items like jewelry, fine art, or collectibles. Let’s review your valuables and make sure they’re protected.”
Closer – “Here’s to a sparkling 2025—filled with peace of mind and protection for the things you hold dear!”
8. Toys: Boat, RV, Golf Cart & More
Subject Line: “🏖️ Big plans this summer?”
Seasonal content works like a charm. It’s my absolute favorite type of content because people love it. They’re excited about what the season has in store for them.
“If it rolls, floats, or zooms — we can help cover it. Whether you’ve got a boat, RV, or jet ski, let’s make sure your adventures are protected.”
5 Tips For Writing Cross-Sell Emails That Convert
1. Add Cross-Sells to Seasonal Emails
Use your existing email calendar! A spring email? Add a plug for insuring toys. Winter? Mention home coverage.
2. Send a “Bundle Up” Campaign
Create a whole email focused on bundling. List the benefits, offer a quick quote, and make the CTA super easy.
3. Schedule an Annual Policy Review
“New year, new needs?” is a great excuse to review gaps and recommend cross-sells.
4. Leverage Wedding Season
Target newlyweds with life insurance, event insurance, or renters policies. Think “Did you say ‘I do’ this year?”
5. Find and Flag Gaps
Use your data. If you know they’ve got auto, ask about home. Got home and auto? Recommend an umbrella.
Email Template For Cross Selling Insurance
Subject Line: Are you fully covered? Avoid these common gaps
Body:
Smarter Coverage, Greater Peace of Mind
At [Name of Agency], we’re committed to helping you stay protected with the right coverage—without the costly gaps. This month, we’re spotlighting three key areas policyholders sometimes overlook:
🔹 Why an HO5 Policy Might Be the Upgrade You Need
Not all homeowners policies are the same. An HO5 policy offers broader protection, covering more perils and replacing damaged items at full value instead of depreciated cost. Learn more about the difference here.
🔹 Are Your Gutters Covered? You Might Be Surprised
Storm damage, debris buildup, or unexpected accidents—are your gutters protected under your homeowners policy? Many policyholders assume they are, but coverage often depends on how the damage occurs. Find out what’s covered.
🔹 The Hidden Gaps in Auto Insurance
Not all auto policies offer the protection you need in an accident. Are you covered for rental cars, uninsured drivers, or rising repair costs? A quick review can save you from unexpected expenses. See how your policy stacks up.
– [Your Name]
[Agency Name]
[Contact Info]
P.S. Got questions about your current coverage? Let’s review it together — no cost, no pressure.
____________________________________________________________________________
Final Takeaway
Cross-sell emails are the most underused tool in an agency’s toolbox. You don’t need a huge email list. You don’t need to be a marketing expert. You just need to start sending smarter, more strategic emails.
What Should You Do Next?
📩 Grab The Blueprint to Digital Marketing for Insurance Pros
It’s designed for insurance agents who want more leads, better retention, and a whole lot less marketing guesswork.
✅ Real world examples
✅ Walks you through setting up campaigns
✅ Actionable homework assignments to keep you on track
Get it. Use it. Grow your agency.
Cross Selling Email Examples: FAQs
Can I incorporate these cross selling email examples into my existing email campaign?
Yes — especially when they’re relevant, personalized, and timely.
How often should I send my emails?
Create a content calendar that has monthly sends. You can make your cross sell emails your main focus or incorporate them into your existing campaigns.
Do I need to write them all myself?
We’ve got templates as an add on to the Blueprint to Digital Marketing to make it fast and easy – Plug and play.
Get Smarter With Email Resources
Want to go from “meh” to master marketer? Start here:
- Pick one cross sell email example from above
- Add it to your next monthly email update
- Boost your engagement
Then automate it. Build a welcome series and create a monthly cross-sell flow — and sit back while your marketing runs in the background.
And if you want to hit the ground running, the Blueprint to Digital Marketing lays everything out for you so you can build your strategy and watch it operate on autopilot…Because you have policies to write after all.
