Prequoting email campaigns have historically been successful for us in driving adoption. We can send out estimated quotes, or “prequotes”, using only a few fields of information that partners typically have readily available, namely: business type, annual revenue, and state (and in some cases, the amount the business wants to insure). Through customer.io, we can send out mass campaigns that are customized by tenant and have a specific prequote for each prospect.

There are two ways we can execute prequote campaigns, and each has a few steps of setup before we can go live and automate this process. Either we can send the prequote emails ourselves or partners can send them directly. In either scenario, we are able to send from a custom email address and can work together with partners on email design.

1. Authentic sends emails

• Partner sends us emails via CSV

• Partner allows us to verify their domain in our customer.io

• Work together to design emails / we design with tenant final approval

• We set up automated biweekly collection of email data sheet

2. Tenant sends emails

• Tenant sets up guardrails to take in necessary data in correct form

• Create template and design / use our input and template

• Access our API endpoint for prequote pricing

1. Authentic sends emails

• Partner sends us emails via CSV

The first step is for partners to send us a CSV file of all their current customers. The fields we need (and our formatting preferences) are:

• Necessary: email, state, type of business, revenue

  • Email - please do not send emails associated with current insurance policyholders. We filter these out but if you send us a secondary email of a current policyholder it could get missed.

  • State - please send us state in 2 letter format (e.g. AR, CA, NC, etc) if possible, and please filter out any international locations as we only serve businesses in the US for now.

  • Type of business - please include the type of business using our class codes. If it is difficult to map everything to our class codes, please send along your internal designation.

• Optional: name of business, first name of owner, last name of owner, zip code, phone number

  • None of these are necessary, but will allow for more customization and/or help our overall GTM motion.

• Partner allows us to verify their domain in our customer.io

If preferred, we can send emails from a tenant's domain name. The alternative is to send emails from our domain name with the tenant name in the beginning of the email, e.g. "Tenant Insurance <support+tenant@authenticins.com>". We strongly recommend tenants allow us to send emails with their domain. To allow us to verify their domains, please reach out to us directly. We will send over a list of 5 records that tenants will need to add to their DNS within their domain manager.

• Work together to design emails / we design with tenant final approval

We have standard templates here [insert link] for our prequote emails. If tenants want to make changes to the email design or choose a different one, we can work on creating a different design. If you're a tenant and you have comments/tweaks to our current template, please reach out through Slack channels.

• We set up automated biweekly collection of email data sheet

This feature is under development.

We are able to prefill many fields in the funnel through adding parameters to URL's, shortening the process of making a quote for prospective customers. Previously, links to prospective customers followed this format:

https://[tenant].prod.authenticinsurance.com/apply[utm parameters]

A link that we could send prospective customers if we know some basic information about them can now appear like this:

https://[tenant].prod.authenticinsurance.com/apply?NAME=Joe+Smith&BUSINESS_LEGAL_NAME=Joe's+Gym&state_code=OH[utm parameters]

The first prefill url parameter is of the format ?[field]=[value], and goes after the link to our portal. If there is an endpoint, the first prefill url parameter would go after this as well. In the example above, the first parameter "?NAME=Joe+Smith" goes after the link to our portal and the /apply endpoint.

The following prefill url parameters all follow the format &[field]=[value]. In the example above, the following ones are "&BUSINESS_LEGAL_NAME=Joe's+Gym" and "&state_code=OH". These all go before any utm parameters.

For all values, instead of using the space key, please instead use a plus sign "+". Example: &BUSINESS_LEGAL_NAME=Joe's+Gym would populate in the application as Joe's Gym.

Fields for Prefilling

First of all, we have strong conviction that a thriving insurance partnership is built upon a strong, in-product offering. You can learn more about our widget, and how easy it is to embed different functionality from our app in our .

While email & SMS marketing is a strong component of our GTM, our strongest results come from strategic placements of our product. This section however will talk about how we manage the operation holistically, curating an end-to-end funnel for selling your program.

2. Tenant sends emails

• Partner sends us emails via CSV. We will then send back a CSV file with prequote prices. We will exclude businesses in states or countries that we do not cover.

The first step is for partners to send us a CSV file of all their current customers. The fields we need (and our formatting preferences) are:

• Necessary: email, state, type of business, revenue

  • Email - please do not send emails associated with current insurance policyholders. We filter these out but if you send us a secondary email of a current policyholder it could get missed.

  • State - please send us state in 2 letter format (e.g. AR, CA, NC, etc) if possible, and please filter out any international locations as we only serve businesses in the US for now.

• Partner runs email marketing campaign.

We can help with email marketing design / send over sample marketing assets if the partner chooses. We recommend setting the frequency of the prequote email campaign to once or twice a week. Please also make a note that:

1. All prequotes are for one location. For multi-location business owners, please specify that the prequote is "per location", or sum the prequotes for all of their businesses.

2. Please redirect all emails from prequote campaigns to us. The format for these reply-to emails is: support+[tenantName]@authenticins.com.

1. Business lifecycle events may necessitate new insurance or policy endorsements.

• Examples: business formation, small business loan, franchise agreements, leasing commercial space, purchasing equipment, hiring employees, expanding to new locations or states, switching software providers (e.g. payroll, PEO, payments, POS).

2. The insurance industry experiences peak seasons for new policy purchases and renewals. Capitalize on renewals, especially for a mature user base.

• January is the peak month for workers' comp sales and renewals. The January peak creates a ramp up period in sales from early Dec and extends through early March.

  • Marketing campaigns during this period can yield significant dividends.

  • Businesses, excluding Texas, must have workers' compensation before their first payroll, facing fines for non-compliance.

3. Seasonal businesses (e.g. ice cream shops, gardening stores) experience spikes in insurance purchases and renewals before their opening season.

• Awareness of industry-specific peak seasons helps teams prioritize insurance messaging for targeted users.

We recommend implementing a series of access points across a number of different mediums to ensure significant visibility, education and easy access to the new insurance program.

The main channels that we recommend that our partners consider marketing to their customers are as follows:

1. In app placements

• Evergreen placements or marketing ‘tile’s to recommend insurance for users without coverage (e.g. navigation menu includes ‘Insurance’ choice)

• ‘Alert’ bell or other message notification

• Modal / Banner ads on relevant surfaces (very effective to include within onboarding or directly after login flow)

• Other categories: within product sign up / workflow, within software subscription tier

2. Public site marketing

• Blog posts with educational business insurance content tailored to your target industries (i.e. Food & Beverage, Fitness, Salon and Spa, Retail, etc.)

• Marking pages, including Business Insurance Resources Section w/ FAQs

3. Lifecycle email marketing

• Program Launch

• No Fees: Cancel anytime with no penalty. Get unlimited certificates of insurance.

• Built for <partner name> businesses: Lowest prices and custom coverage exclusively for <partner name> customers.

4. AE / Sales collateral and incentives

• 1 pager on what Authentic + FAQs

• Talk tracks / scripts

• Sample incentive program and how it works