Email deliverability for insurance brokers
Where the addresses come from
- Quote request forms, where the address arrives with a great deal of other personal data attached.
- Policy records in the management system, which are contractual data rather than a marketing list.
- Comparison site leads, bought in volume and the highest-bounce source in the sector.
- Referral and renewal contacts, the most durable rows in the book.
Renewal notices are not marketing
A renewal reminder that bounces has results beyond a missed open. The client may not renew, may believe they are covered when they are not, and may have a complaint that a watchdog takes seriously.
That changes the calculation on a bad address. In retail a dead contact is lost revenue. Here it can be a client without cover and a compliance question about whether you communicated properly.
It also means the address in the policy record deserves a higher standard of care than the one on a marketing list, and they are often the same field in the same system.
What the results tend to look like
Consumer-weighted with a business tail. Comparison site leads produce a notably higher invalid rate than direct inquiries, which is worth measuring per source because it prices the channel more honestly than the cost per lead does.
What to do about it
Check the address at quote, before it becomes a policy record
Once it is contractual data, correcting it means a talk with the client rather than a form validation.
Monitor bounces on renewal notices specifically
Those are the messages where a failure has a result. A bounce on a renewal reminder should create a task, not a log entry.
Measure invalid rate per lead source
Comparison site leads and direct inquiries produce different quality, and the cost per lead comparison is incomplete without it.
Ask for a personal address on any business policy
A work address disappears when the person changes job, and the policy does not.
Questions people ask
Why does a bounced renewal notice matter more than a bounced newsletter?
Because the client may end up uninsured while believing they are covered. That is a service failure and potentially a legal one, rather than a missed marketing chance.
Are comparison site leads worth verifying?
Especially those. They are bought in volume, entered quickly by people shopping around, and they carry a higher invalid rate than any other source in the sector.
Should policy addresses be re-checked?
Before renewal season, yes. The address was correct when the policy was written and has had a year or more to stop being correct.
Related sectors
See the breakdown on your own list
100 free checks a month, no card. Addresses we could not get an answer on come back labeled rather than guessed at, and we do not bill them.