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The Golden Insurance prospecting letter that gets leads [2024]

This post covers the Insurance prospecting letter

A LETTER doesn’t sell insurance. YOU sell insurance.

Finding good leads is the hardest part of insurance sales.

What if I tell you that here I will guide you through the process of writing effective insurance prospecting letters (both commercial & individual) that may turn mountains into hills?

Stay with me!

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Direct mailed insurance prospecting letters can help you reach a huge number of your potential customers and educate them about your insurance policies.

We’ll go over how to write the golden insurance prospecting letters in this guide, and I’ll also share some insurance sales letter examples and templates to help you write your own.

let’s get started

What is an Insurance prospecting letter

An insurance prospecting letter is a brief statement of facts written by an insurance company to prospective customers in order to persuade them to purchase insurance packages.

An insurance company could use this letter to encourage existing customers to upgrade their policies as well as to attract new customers.

You can alternatively call this letter an insurance marketing letter or an insurance sales letter.

Why do you need an Insurance prospecting letter?

A prospecting letter that is well written introduces you to potential customers.

The “objective” of your letter should not be to sell insurance. Your letter’s goal should be to get people to call you so they can buy your package.

People do not respond to your letter by writing you a check. Your letter contains no approval forms, payment amounts, or costs. If your letter is flawless, they will contact you.

But wait… is this a letter?

Hell No!

A letter is something you send to your boyfriend or girlfriend to say sorry.

When you send your “letter” to dozens of people, you are actually sending an advertisement. Do you get my point?

The bottom line: The goal of your Insurance prospecting letter is to get people to call you, not to sell insurance.

With this in mind, you can now begin to craft your letter, Ooh! sorry! your Ads.

How do you write an Insurance prospecting letter?

An Insurance prospecting letter is written in business letter format. Start with your company address and contact details, then write a date followed by the recipient’s address, after that greet the recipient by his/her name and start your letter by hooking the recipient with the facts, benefits, and solutions of your insurance package. Add call of action and Sign off with “Sincerely,” followed by your signature and name.

REMEMBER The goal of your Insurance prospecting letter is to get people to call you, not to sell insurance.

So, in order to write an effective Insurance prospecting letter, do the following;

Start with the envelope

The envelope’s purpose is to safely transport the contents to the reader.

The hardest part is to make the reader open it. How can you make it?- Add a teaser copy line on top of your envelope.

A simple mathematic – GREAT teaser line=great open rate + great response.

Here are three favorite  teaser copy lines from great marketer Jeff Dobkin

  1. Free Offer Inside! Open immediately!”
  2. Gift Certificate Enclosed!
  3. “New: Free Booklet […Title]!  Look Inside…”-you should include the booklet to use this copy.

The teaser copy will remove the ‘another piece of junk mail’ feelings from the reader.

Apart from tease lines, you may do the following to enhance the open rates of your sales letter

  • Everything on the top of the envelope should be handwritten– including the copy lines and address

Research your target demographic

Investigate your target demographic and tailor your marketing campaign to a specific market niche.

Whether you target leads from business entities, families, individuals, etc., you should be clear on who your target audience is and in relation to your insurance, what their specific needs are.

In short, find the pains of your target demographics, and tell them how your packages can cure them (this is a foundation to turn your letter into leads).

Take your time writing and editing your letter to ensure that your message comes across clearly.

 Use the professional letterhead

Use the professional letterhead at the top of your prospecting letter, consider including a photo of yourself alongside your company’s logo.

Not only does it pique prospects’ interest, but it also allows them to put a face to your name, fostering trust and a more personal connection.

Call the reader by his/her name

Remember the dear Sir/Madam greeting formula?

Forget about that, it will make your letter sound dull and spammy.

Instead, address the reader personally by using his or her name. Make sure you get its spelling right- for example, ‘Dear Ms. Jane’ or ‘Dear Mr. John Nathan.’

Why name? The reader will feel honored and think that the letter is exclusively intended for him/her and not the rest of the world.

Remember everyone is craving the feeling of being important. Make the reader feel important by calling her name.

Hook the reader immediately

Write your introduction in a manner that interest the reader to read the rest of your letter.

Writing a floppy boring Introduction will be a kiss to death and the bin will be the next grave for your letter.

Your introduction should make the reader intelligently engaged and not intelligently tired.

How can you archive that? it is simple like drinking coffee, just make the reader engaged on a visual, mental, and personal level through the following;

  • Visual level
    •  Write a short paragraph (4-5 lines max.)
    •  Add formatting- bold powerful words, italicize important facts, add numbered list, etc.
  • Mental level
    • Include a question (s) that will make the reader think- it can be theoretical questions or the questions that you will answer in the subsequent part of your letter
    • Include some facts and numbers
    • Simplify-make the text easy to read and understand, and avoid jargon at all costs
  • Personal level
    • Make the reader feel as if you are talking to him if not her
    • Write in the second person (the prospect) for example instead of saying I had this problem and this is how I solved it, or this is the problem and this is how it can be solved, write You have this problem and this is how you can solve it. 

NB: don’t apply those engagement levels to the introduction alone, take them as the three commandments of reader engagement throughout your letter.

You may check the sample that I will share with you soon in this post, to see how those commandments work.

Don’t hide your contact information

Remember why you write the letter? to make a reader call you.

So make sure your contact information is clearly if not plainly visible throughout your letter and aligned with the proper call of action.

This gives your prospects every opportunity to contact you for more information via phone, email, or text.

Include your website and social media handles as well, so prospects can learn more about your company and its products and services.

Choice of words matters

Use words that will compel your prospects to act, appealing to their desire to save money, improve their lives, and protect themselves and their loved ones from unexpected medical costs.

Explain that you can provide tailored solutions to their insurance needs while avoiding hard-selling tactics.

Use effective call of actions

Underline the word effective.

Sending prospecting letters that do not include an effective call to action is useless.

The reader is not your son, he will not be enticed to respond to your letter even if he is interested in your offerings unless you push him to do so.

As a result, always include a way for your recipients to respond. Before you close your letter, include sentences such as:

  • Sign up on our website, and we will be happy to guide you to save more money.
  • I am available to answer all of your questions on how you can avoid unexpected medical costs
  • Call NOW to schedule a one-to-one meeting to discuss how I can improve your life further.

Track the responses

Don’t just sit back and wait for your sales to increase after a campaign! After you’ve sent out your insurance marketing letters, you should begin tracking each response.

However, in order to track the results of your campaign, you must include features such as QR codes and pURLs.

Until recently, businesses would hire additional personnel to handle all incoming calls following a direct mail campaign. They would ask the caller where they heard about the company to confirm whether or not the lead was generated by the campaign.

It appears to be a useful method of tracking your responses, but it is not. You should be ready to identify which campaign generated a specific lead.

Modern technology allows you to automate everything and track each respondent’s actions.

This way, you’ll know what works for you and what doesn’t. These insights can help you decide what elements to include in your letter to make it more interactive.

Other writing tips to get more responses

  • Keep it simple and straightforward
  • Make sure it is no longer than one page
  • Make it visually appealing-short sentences, numbers, bullet points, bold, italics, enough spaces, clear fonts, etc.
  • Maintain professional tone
  • Avoid grammar and spelling errors
  • Be honesty

Format of Insurance prospecting letter

Your Insurance prospecting letter should be formatted as follows:

  • letterhead
  • Date
  • Prospect address
  • Subject line
  • Salutation
  • [opening paragraph]- explain why you are reaching out.
  • [body paragraphs]- Explain the solution you intend to solve through your service
  • [closing paragraphs] – Call of action
  • Sincerely
  • name and signature

Sample insurance letter to prospects



Henry Zach
203 Home Avenue
Downtown, TX 10022

Re: Insurance is never Expensive

Dear Mr. Zach

The average cost of healthcare per family has risen by $15,000 in 5 years in the U.S. Can you imagine the situation in the next 5-10 years? I’m writing to you because at ABC Insurance we have an insurance solution that will save you and your family from unexpected medical costs.

We provide a health insurance policy that covers

  • routine check-ups.
  • preventative care
  • Emergences treatment and compensation

Other benefits

  • easy buying procedures
  • hassle-free claim settlements
  •  30-day money-back guarantees

Make a FREE Call NOW at 199-111-11111 to schedule a one-to-one meeting to discuss how you can avoid unexpected medical costs

Best Regards


David Howard

I think you have now witnessed how the three commandments of reader engagement work.

As you can see, there aren’t many technical details in this letter.

It is the first letter you send to a new lead in order to establish a relationship.

You may, however, include a little more information, such as the features of your best-selling policies, etc.

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Isack Kimaro
Isack Kimaro

Isack Kimaro, a lawyer, Creative Writer and self-taught SEO expert has been a prominent author of law-related topics since 2017. Through hard work, dedication, and a relentless pursuit of knowledge, Isack has successfully navigated the legal industry by providing valuable and easy-to-understand legal information to 500,000+ individuals of all levels of understanding.