Insurance marketing glossary
Plain definitions of the marketing, compliance and CRM terms independent insurance agencies run into when they sell Medicare, life, health and annuities. Written for agency owners and managers.
Medicare enrollment
5 termsAnnual Enrollment Period AEP
The Annual Enrollment Period (AEP) is the yearly window, October 15 to December 7, when people with Medicare can join, switch or drop Medicare Advantage and Part D drug plans, with changes taking effect January 1.
Read more → Medicare enrollmentInitial Enrollment Period IEP
The Initial Enrollment Period (IEP) is a seven-month window around a person's 65th birthday month (the three months before, the birthday month and the three months after) when they can first sign up for Medicare.
Read more → Medicare enrollmentMedicare Advantage Open Enrollment Period MA OEP
The Medicare Advantage Open Enrollment Period (MA OEP) runs January 1 to March 31 and lets people already enrolled in a Medicare Advantage plan make one change: switch to another Medicare Advantage plan or return to Original Medicare.
Read more → Medicare enrollmentSpecial Enrollment Period SEP
A Special Enrollment Period (SEP) lets someone change Medicare coverage outside the usual windows because of a qualifying event, such as moving, losing employer coverage or qualifying for Extra Help.
Read more → Medicare enrollmentTurning 65 marketing T65
Turning 65 (T65) marketing is the outreach an agency runs to people approaching Medicare eligibility, timed to each contact's months-to-65 rather than to the calendar.
Read more →Compliance
7 termsA2P 10DLC registration
A2P 10DLC is the US registration system for businesses that send text messages from ordinary 10-digit phone numbers; brands and their messaging campaigns are registered so carriers will deliver the texts.
Read more → ComplianceDo Not Call list DNC
A Do Not Call (DNC) list is a list of phone numbers that must not receive telemarketing calls: the National Do Not Call Registry, state lists, and the agency's own internal list of people who asked not to be called.
Read more → ComplianceEmail deliverability
Email deliverability is how reliably an agency's emails reach the inbox instead of the spam folder, which depends on domain authentication (SPF, DKIM, DMARC), sending reputation and how recipients respond.
Read more → ComplianceInsurance marketing compliance
Insurance marketing compliance is the set of rules an agency follows when it advertises, calls, texts or emails prospects, covering CMS Medicare marketing rules, consent and calling laws, and carrier requirements.
Read more → ComplianceScope of Appointment SOA
A Scope of Appointment (SOA) is the record of which types of Medicare products a beneficiary agreed to discuss before a personal marketing appointment with an agent.
Read more → ComplianceTCPA consent
TCPA consent is the permission a person gives a business to contact them with marketing calls or texts, as required by the Telephone Consumer Protection Act.
Read more → ComplianceTPMO disclaimer
A TPMO disclaimer is the statement CMS requires third-party marketing organizations (independent agents, brokers, agencies and lead generators that market Medicare plans on behalf of carriers) to include in their Medicare marketing.
Read more →Leads and campaigns
10 termsAnnual review campaign
An annual review campaign invites every client to a yearly check of their coverage, booked ahead of time instead of when a problem comes up.
Read more → Leads and campaignsCall guide
A call guide is the shared outline agents follow on a sales or review call, so every prospect gets the same questions, the same compliance steps and a clear next step.
Read more → Leads and campaignsClient appreciation and seminar events
Client appreciation events and seminars are in-person or online gatherings an agency hosts to thank clients, educate prospects and start conversations that lead to appointments.
Read more → Leads and campaignsCross-sell campaign
A cross-sell campaign is outreach to an agency's existing clients about a product they don't have yet, such as life insurance for a Medicare client or long-term care for an annuity client.
Read more → Leads and campaignsLead magnet
A lead magnet is something useful an agency offers in exchange for contact details, such as a checklist, a guide or a short assessment.
Read more → Leads and campaignsLead nurture sequence
A lead nurture sequence is a planned series of emails, texts and calls that keeps in touch with a prospect over time until they are ready for an appointment.
Read more → Leads and campaignsLead reactivation
Lead reactivation is outreach to leads already in an agency's CRM who stopped responding, to find out who is still in the market and hand them back to an agent.
Read more → Leads and campaignsReferral campaign
A referral campaign is a planned way of asking satisfied clients to introduce friends and family, instead of leaving referrals to chance.
Read more → Leads and campaignsRetargeting
Retargeting shows ads to people who already visited a website or engaged with a business, so the business stays visible while they decide.
Read more → Leads and campaignsSpeed to lead
Speed to lead is the time between a prospect asking for information and an agent or automated message responding.
Read more →CRM and automation
4 termsGoHighLevel
GoHighLevel (HighLevel) is an all-in-one CRM and marketing platform with pipelines, email, texting, calendars, forms and automation workflows, widely used by agencies to run marketing for their clients.
Read more → CRM and automationInsurance CRM
An insurance CRM (customer relationship management system) is the software an agency uses to track prospects and clients, log every call and message, and run follow-up and marketing.
Read more → CRM and automationMarketing automation workflow
A marketing automation workflow is a set of rules in a CRM that sends messages, assigns tasks or moves contacts automatically when something happens, such as a form fill, a booked appointment or a date.
Read more → CRM and automationSales pipeline stages
Sales pipeline stages are the steps a prospect moves through in the CRM, from new lead to appointment to application, with a disposition recorded at each step.
Read more →Measurement
3 termsCost per acquisition CPA
Cost per acquisition (CPA) is the total marketing spend for a campaign or channel divided by the number of new clients it produced.
Read more → MeasurementMarketing attribution
Marketing attribution is working out which campaigns and channels produced which appointments and written business, so an agency knows where its marketing money actually works.
Read more → MeasurementSelf-reported attribution
Self-reported attribution is asking a prospect or client directly how they heard about the agency, and recording the answer as the lead source.
Read more →Agency operations
2 termsIndependent insurance agency
An independent insurance agency is an agency that is appointed with several carriers and can offer clients plans from more than one company, rather than representing a single insurer.
Read more → Agency operationsMarketing operations
Marketing operations is the work of running an agency's marketing as a system: campaigns, CRM, automation, compliance and reporting, done consistently every month.
Read more →A–Z index
#
- 10DLC → A2P 10DLC registration
A
- A2P 10DLC registration
- AEP → Annual Enrollment Period
- Annual Enrollment Period (AEP)
- Annual review campaign
C
D
- DNC → Do Not Call list
- Do Not Call list (DNC)
G
- GHL → GoHighLevel
- GoHighLevel
I
- IEP → Initial Enrollment Period
- Independent insurance agency
- Initial Enrollment Period (IEP)
- Insurance CRM
- Insurance marketing compliance
M
- MA OEP → Medicare Advantage Open Enrollment Period
- Marketing attribution
- Marketing automation workflow
- Marketing operations
- MCMG → Insurance marketing compliance
- Medicare Advantage Open Enrollment Period (MA OEP)
O
- OEP → Medicare Advantage Open Enrollment Period
P
- PEWC → TCPA consent
S
- Sales pipeline stages
- Scope of Appointment (SOA)
- Self-reported attribution
- SEP → Special Enrollment Period
- SOA → Scope of Appointment
- Special Enrollment Period (SEP)
- Speed to lead
T
- T65 → Turning 65 marketing
- TCPA consent
- TPMO disclaimer
- Turning 65 marketing (T65)