The 5 Must-Have Marketing Campaigns Your Insurance Business Needs in 2023

By Jen DeVore Richter

To make the most of your marketing budget and maximize results for your efforts, start with knowing exactly which marketing campaigns you need and practice consistency over time. As a busy insurance professional who doesn’t have a lot of time to figure out what to do, it can feel overwhelming as you start a new year of planning. 

To make marketing simpler, here are my recommended five must-have marketing campaigns your insurance business needs in 2023:

  1. New lead acquisition campaign

  2. Referral campaign

  3. Newsletters campaign for your top clients

  4. Follow-up and reactivation campaign

  5. Internal pieces to increase customer spending

Let’s break them down one by one. 

New Lead Acquisition Campaign: This is the strategy for attracting and acquiring new leads at the top of your sales funnel. This includes online audience and community building plus email list building to turn top-of-the-sales cycle “suspects” that are just starting the journey with you into hand-raising interested prospects.

Referral Campaign: Your strategic partners deserve a focused and well-thought-through strategy for how you plan to stay top-of-mind with them. Don’t rest on your laurels on this campaign. Plan for exactly how, when, and why you are going to ask for referrals. Create a system out of this process and increase your referrals in 2023 by 10x.

Newsletters: Want to get attention and stay top-of-mind with your best clients? A monthly newsletter delivered straight to their mailbox will do the trick. It doesn’t have to be the boring type either. Mix it up! Perhaps a magazine-style printed or digital newsletter fits your brand.

Follow-up and reactivation campaign: Let’s face it. There is probably a whole list of older prospects who never pulled the trigger and former clients who could still use your services. It’s never too late to follow up! Create a follow-up and reactivation campaign to maximize return on investment on the money you spent to attract those leads in the first place.

Internal pieces to increase customer spending: Do you have events planned for 2023? What about special program offers, new product launches, or new services being added? Don’t forget to create specific campaigns to market to your internal and existing audiences.

There you have it! The five marketing campaigns you must have for 2023.

If you’re not sure where to start or would like expert advice on planning and executing these campaigns, there are many resources available. AND I’m here to help.

Connect with me and download a free 2023 Marketing Action Guide at

Subscribe for free weekly marketing training videos on YouTube here:

Jen DeVore Richter has been featured on top shows and stages for direct response marketers including Dan Kennedy’s Magnetic Marketing stage, Video Marketing World, and ClickFunnels radio. With a background working for NASA at Kennedy Space Center and a master’s in business management, her career expands over several industries including television, advertising, speaking, and magazine publishing. Jen works as an Outsourced Chief Marketing Officer (CMO), Marketing Consultant, and Speaker. In her field, she is well known for creating the original “magazine funnel” which turns an entrepreneur’s own magazine into 52 lead generation tools both online and offline.

Jen currently serves on the board of directors for the National Speakers Association – Colorado Chapter as the Director of Marketing and Member Communications. She was awarded the President’s Award from the National Speakers Association – Colorado Chapter in 2022.

 She holds a Master of Arts (MA) in Business Management and a Bachelor of Arts (BA) in Communication Arts/Public Relations.