Key Takeaways

• The average Medicare client opens fewer than 20% of emails unless the message is immediately relevant, personalized, and well-timed.

• Successful agents in 2025 use segmentation, clear subject lines, and follow-up strategies to consistently increase engagement and appointment bookings.

Why Email Still Works in 2025

Email isn’t dead. In fact, it remains one of the most effective tools for client communication and lead conversion in the Medicare space. With the rise of privacy regulations and the shift away from over-saturated social platforms, email stands out as a direct and controllable communication channel.

But the inbox is crowded. And clients are more selective than ever. If your emails look like every other templated campaign, you’re going to lose their attention before they even click.

Understand What Clients Want to Read

It starts with knowing your audience. Medicare-eligible individuals aren’t scanning for flash; they’re looking for clarity, trust, and answers. The most effective emails today are written in plain language, speak to real concerns, and make it easy for the client to take action.

Ask yourself:

• Are you addressing a timely concern (like the Annual Enrollment Period or a Part D change)?

• Is the message simple enough to skim in under 10 seconds?

• Does your reader know what to do next?

Write Subject Lines That Earn the Click

The subject line is your email’s first impression. If it doesn’t land, the rest of your message doesn’t matter.

What works in 2025:

• Short phrases: Keep it under 45 characters.

• Personalization: Use first names or ZIP codes.

• Urgency without gimmicks: Avoid all caps or excessive punctuation.

Examples that consistently perform well:

• “Your Medicare review is ready”

• “Important 2025 plan updates for your area”

• “Let’s check your coverage before prices go up”

Avoid anything that sounds like a sales pitch. Clients open helpful emails, not promotional ones.

Keep the Message Brief and Useful

No one wants to read a novel in their inbox. Your email body should be 100 to 150 words, max. Ideally, it should:

• Acknowledge a known concern (like increased costs or confusion about Part B)

• Offer a clear benefit to reading further

• Include a strong call to action (CTA) with a direct link or reply option

Structure matters:

• Break up text with spacing

• Use bullet points when explaining benefits

• Bold the call to action if appropriate

Example layout:

Hi [First Name],

Medicare rules are changing again for 2025. If you’re unsure whether your current plan still meets your needs, now is the time to review it.

Here’s what you could learn from a quick, no-pressure review:

• Any premium increases coming your way

• Whether you qualify for help with prescriptions

• If a better option is available in your ZIP code

Schedule your free coverage review here.

Best, [Your Name]

Timing Matters More Than Ever

Your timing can make or break your open and response rates. Sending an excellent email at the wrong moment is just as ineffective as sending a poor one.

Here are ideal timelines based on your client calendar:

• Mid-Year Check-in (July): A prime opportunity to identify upcoming plan changes or missed benefits.

• Pre-AEP Notices (September): Alert clients that plan notices are arriving and offer to walk them through it.

• AEP Messaging (October 1 to December 7): Send weekly, segmented messages to encourage action.

• OEP Follow-up (January 1 to March 31): Reconnect with clients who switched or hesitated during AEP.

• Special Enrollment Triggers: Monitor client birthdays, new diagnoses, relocations, or Medicaid eligibility to trigger automated but personalized messages.

Avoid weekends unless you know your list prefers them. The highest-performing send times in 2025 remain weekday mornings, between 9 a.m. and 11 a.m., adjusted to the client’s local time.

Segment Your List Like a Pro

One-size-fits-all messaging doesn’t convert anymore. Segmentation is the key to writing emails that sound personal without requiring one-on-one customization.

Use your CRM to break down your list into:

• New to Medicare leads: Focus on educational content and free consultations.

• Annual re-enrollment prospects: Offer plan comparisons and drug cost calculators.

• Dual-eligible clients: Address Medicaid benefits, special enrollment, and extra help.

• Existing clients: Provide loyalty check-ins, coverage confirmations, and cross-selling opportunities.

The more targeted your message, the higher the open and click-through rates.

Automate, But Don’t Sound Like a Robot

Automated email sequences are useful, especially for onboarding, renewals, or nurturing cold leads. But automation shouldn’t strip the human tone from your messages.

Here’s how to keep it authentic:

• Start every email with a personalized greeting using dynamic tags

• Write in a warm, natural voice, avoiding jargon

• Add a human CTA: “Reply if you have any questions,” rather than just “Click here”

• Include your real name and contact info at the bottom

Tools like BedrockMD’s CRM features let you build automated campaigns with merge tags and timed sequences, while preserving a voice that sounds like you.

Follow Up with Purpose

Most conversions happen after 2 to 3 touchpoints. If you stop after one email, you’re leaving opportunities on the table.

Your follow-up strategy should look like this:

1. Initial outreach: Introduce the topic (e.g., plan changes, annual review, etc.)

2. Reminder email (3-5 days later): Emphasize urgency or a deadline

3. Final nudge (7-10 days after first): Include a client testimonial, FAQ, or easy scheduling button

Spacing matters. You want to build presence, not pressure. Clients appreciate persistence if it feels helpful.

Subject Line A/B Testing is No Longer Optional

In 2025, you don’t have to guess which subject line works best. A/B testing tools are accessible and integrated into many email platforms. Even a 5% improvement in open rate can drastically improve your appointment calendar.

Test variables include:

• Subject line length

• Emoji use (subtle, not flashy)

• Personalization

• Tone: formal vs. conversational

Track open rates, click rates, and response behavior. If you’re not testing, you’re relying on luck.

Make Your CTA Unmissable

Every email you send should aim to do one thing well. That “one thing” is your call to action.

Tips for 2025-ready CTAs:

• Use a button or bolded hyperlink

• Make it clear: “Book Your Review,” “Start My Coverage Check”

• Keep it above the fold (don’t hide it under 4 paragraphs)

• Avoid passive language like “If you’re interested”

If you’re using links, make sure they lead to a clean landing page, not your homepage. Friction kills conversions.

Email Doesn’t Work Without List Hygiene

A bloated, outdated email list drags your metrics and puts you at risk for spam flags. You need to regularly scrub your database.

Clean up your list every quarter by:

• Removing bounced addresses

• Re-engaging cold leads with a “still interested?” message

• Asking inactive users to update preferences or unsubscribe

This protects your sender reputation and ensures the right people see your message.

Great Emails Still Require Great Strategy

Email marketing for Medicare clients in 2025 isn’t about frequency. It’s about relevance, tone, timing, and clarity. When you understand what your clients care about, segment your audience, and craft each message with purpose, your emails stop feeling like promotions and start becoming value-driven conversations.

A message that gets opened is the first step toward a relationship that lasts.

Writing Better Emails Starts Here

If you’re still sending generic messages or relying on outdated templates, it’s time to upgrade. We built BedrockMD to help agents like you write better, sell better, and stay organized. With automation, list segmentation, and CRM tools all under one roof, you don’t have to choose between personal and efficient.

Sign up today and let us show you how our tools help you write emails your clients want to open.