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INDUSTRY Insurance and Medicare

Aged leads, policyholder cross-sell, and agent recruitment.

Insurance runs two programs that look nothing alike: consumer follow-up on leads that went cold, and B2B recruitment of agents. Both need infrastructure that accepts purchased data. Neither should be built in October.

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What it covers
  • Aged lead reactivation
  • Agent recruitment
  • Purchased data accepted
  • Built before the season
Three insurance emails landing in the inbox: a Medicare annual-enrollment plan review, an aged-lead auto and home bundle quote, and an agent recruitment offer, each stamped delivered
20B+Emails delivered
250k+Campaigns completed
4,000+Customers
1B+Contacts validated
Two motions

Consumer follow-up and agent recruitment are different problems.

The short answer

Insurance runs two email programs that look nothing alike. One is consumer: internet leads that went cold, aged files, cross-sell to existing policyholders. The other is B2B: recruiting agents to an IMO or FMO, which is ordinary prospecting. Both need infrastructure that tolerates purchased data, and they should not share sending reputation.

Why it breaks here

Why insurance email stops landing.

The failures in this sector are seasonal and predictable, which is what makes them avoidable.

✕
Everything is built in September

A foundation build plus warmup takes four to six weeks, set by the 30 days domains spend aging with nothing sent. Starting a month before enrollment means ramping through the busiest eight weeks of the year.

✕
The domain is silent for nine months

Reputation decays when sending is irregular. A domain quiet since January that suddenly sends hard in October reads as a dormant sender waking up.

✕
Aged lead files are sent unverified

A two-year-old internet lead list can be 20% or more undeliverable. Sent in one push, it burns a fresh IP in days.

✕
Consumer and recruitment share a reputation

Consumer reactivation complains at a rate agent prospecting never does. Averaged together, you cannot see which one is failing.

✕
The ESP closes the account mid-season

Purchased and aged lead data breaches most mainstream terms, and in this sector that timing means mid-enrollment.

Campaign types

Six programs, and they do not share a reputation.

Insurance runs consumer and B2B side by side. They perform differently and carry different risk, so they belong on separate sending profiles rather than averaged together.

Aged leads

Internet leads that went cold

Leads bought at $20 to $60, called twice, then written off while remaining perfectly reachable by email. The largest opportunity in the sector.

What it needsVerification first and staged volume, because aged lead files decay badly.
Enrollment

AEP and OEP campaigns

Annual Enrollment runs 15 October to 7 December. Everything concentrates into eight weeks, with every carrier and agency in the inbox at once.

What it needsAn IP pool sized for the peak and warmed months earlier, not stood up in September.
Recruitment

Agents and downline

IMOs and FMOs prospecting licensed agents. Straightforward B2B outreach, and the easiest of the six to run well.

What it needsFirmographic and licence-based targeting, on a profile kept apart from consumer traffic.
Cross-sell

Auto to home, life to final expense

Existing policyholders are the warmest data an agency holds, and the most commonly neglected.

What it needsA separate warm sending profile, so its performance is not hidden inside cold numbers.
Retention

Renewals and lapse prevention

Reaching policyholders before the renewal date rather than after the lapse. Predictable, recurring, and easy to automate.

What it needsRecurring campaigns triggered on date fields rather than rebuilt each month.
Turning 65

Medicare eligibility outreach

A rolling audience that refreshes every month, and the one campaign in the sector that never has an off-season.

What it needsAge and geography selects, with volume steady enough to keep a domain warm year-round.
Data

Consumer and B2B, sourced or supplied.

Aged lead files, purchased consumer data, or your own policyholder book. Agent recruitment uses ordinary B2B firmographics. All of it is available through the platform if you do not already hold it.

Aged lead data is the least predictable file in this sector. A two-year-old internet lead list can be 20% or more undeliverable, and sending it unverified in one push is a reliable way to burn a fresh IP in the week before enrollment opens. Verification and a staged ramp are not optional here.

The seasonality

Volume is not flat, and infrastructure cannot be built in October.

Medicare Annual Enrollment runs 15 October to 7 December. Everything concentrates into eight weeks, and every carrier, agency and lead vendor is in the inbox at once.

1

Build in summer, not fall

A foundation build plus warmup takes four to six weeks, set by the 30 days domains spend aging before the first send. Starting in September means ramping through the busiest window of the year, which is the worst possible timing.

2

Warm through the quiet months

Reputation decays when sending is irregular. A domain silent from January to September then sending hard in October looks exactly like a dormant sender waking up, and gets treated accordingly.

3

Size the IP pool for the peak

Providers throttle per IP, so the pool has to carry the December week rather than the March week. See dedicated IPs for how that is sized.

Who we work with

Four kinds of operation, four different problems.

Independent agents and agencies

A book to cross-sell and aged leads nobody has worked. Usually the entry plan covers it comfortably.

IMOs and FMOs

Recruiting downline at volume while also running consumer campaigns. Two programs, kept apart.

Carriers

Enrollment volume with brand risk attached, which makes the ramp discipline matter more than the send speed.

Lead vendors

Selling to agencies rather than consumers. Isolated infrastructure per buyer and reporting they can resell.

Plans start at $249 a month.

Most agencies start at 100,000 a month, and enrollment volume moves them up a tier for the season. Every plan carries dedicated IPs, verification credits worth 25% of your send volume, and no annual contract. Setup is a one-off $99.

See pricing
Other industries

We do this for other sectors too.

Political and advocacyVoter contact, GOTV and fundraising Personal injury and mass tortIntake follow-up and claimant outreach Commercial debt collectionCompliance-sensitive B2B outreach Print, signage and local B2BRegional prospecting at volume Agencies and partnersWhitelabel and isolated per client
Questions

Insurance and Medicare, answered.

Can we email aged internet leads?
Yes, and it is the most common thing insurance clients do here. The conditions are that the file gets verified first, because aged lead data decays badly, and that volume is staged rather than sent at once. A two-year-old file sent unverified in one push is a reliable way to burn a fresh IP.
When should we build for Annual Enrollment?
Summer, and we mean that literally. A foundation build plus warmup takes four to six weeks, set by the 30 days sending domains spend aging before anything goes out, so starting in September means ramping through the busiest eight weeks of the year against every other carrier and agency in the inbox. Building in June or July and warming through the quiet months is the difference between arriving warm and arriving new.
Do you handle CMS marketing compliance?
No. We handle the sending-side mechanics: CAN-SPAM defaults, unsubscribe and list-unsubscribe headers, suppression and complaint processing, and regional filtering. CMS rules governing Medicare marketing, and state insurance regulation, are yours to meet. We are not your lawyers, though we will say plainly when a plan looks likely to cause a problem.
Should agent recruitment and consumer campaigns share infrastructure?
No. They perform differently and carry different risk, so they run on separate sending profiles. Consumer reactivation produces higher complaint rates than B2B agent prospecting, and averaging them together hides which one is actually working.
Will a mainstream ESP not do this?
Usually not for the consumer side. Purchased and aged lead files breach the terms of most mainstream platforms, and accounts get closed mid-campaign, which in this sector often means mid-enrollment. That timing is why most insurance clients arrive here in a hurry.
Can you run the campaigns for us?
Yes. Managed outbound covers the whole program. For seasonal work it is a common choice, because the peak demands more operational attention than a small marketing team can give it in the same eight weeks it is also handling everything else.
Get started

Tell us what you are sitting on.

How many leads, how old, and whether this is consumer or agent recruitment. If enrollment is the target, tell us now, because the build has to start months before it.

  • A verified read on how much of an aged file is still reachable
  • A build timeline that lands before the season, not during it
  • Consumer and recruitment kept on separate reputations

Prefer to talk? 1-800-604-5058

We reply within one business day. No sequence, no drip.

Enrollment is eight weeks. The build is six.

That arithmetic decides most of what happens in this sector. Tell us your target season and we will work backwards from it.

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