SMS is the most underused channel in insurance outbound sales, and the statistics make the neglect hard to explain. SMS messages are opened at a 98% rate, compared to 20–25% for email.[1] The average response time to a text message is 90 seconds. The average response time to an email is 90 minutes.[2] Most insurance agents are piling their entire follow-up effort into voicemails that get deleted in 3 seconds and emails that sit unopened for days — while ignoring the channel with the highest open rate in outbound sales.
There are two reasons agents avoid SMS: fear of compliance violations, and not knowing what to actually write. Both are solvable. Here's how.
The Compliance Framework First
Before any script: the rules. Getting these wrong isn't just bad practice — it's $500–$1,500 per message per recipient under the TCPA.
Rule 1: Written Consent for ATDS Bulk SMS
Sending SMS messages to mobile phones using an automated system (bulk text platform, CRM broadcast, automated sequence) requires prior express written consent from the recipient under 47 U.S.C. § 227(b)(1)(A).[3] This means the person must have opted in specifically to receive texts from you or your agency — not just from "insurance providers" generally, and not just to receive phone calls. Since January 2025, FCC 23-107 requires one-to-one consent naming your company specifically for ATDS communications.
Rule 2: Manual SMS Is a Different Legal Category
A single text sent manually from your phone — not via an automated platform or bulk sender — is not covered by TCPA's ATDS provisions. Some insurance agents work initial SMS follow-ups manually for exactly this reason. Note: this is a nuanced area and state law may be stricter than federal; consult your compliance counsel for your specific operation.
Rule 3: Opt-Out Must Be Easy and Immediate
Every SMS sent via an automated platform must include a clear opt-out instruction (STOP to opt out). When a recipient texts STOP, you must honor it immediately — no more automated messages to that number from your system. Log the opt-out with a timestamp and suppress the number in all future campaigns.
Rule 4: Calling Hours Apply to Texts Too
The FCC has confirmed that automated SMS messages are subject to the same 8 AM–9 PM local time restrictions as voice calls under the TCPA. Schedule your automated sequences accordingly.
The Scripts — What Actually Works
Initial Follow-Up Text (After First Missed Call)
Hi [Name], this is [Agent] with [Agency] — I tried calling about Medicare options in [State] but missed you.
Do you have 2 minutes today or tomorrow?
Reply STOP to opt out.
Why it works: Short, specific, zero pressure, ends with a question that requires a binary yes/no response. The easier you make it to reply, the higher the response rate.
Second Touch — Value Add
Hi [Name] — [Agent] again. Quick note: there's a Medicare Supplement plan in [City] right now with no premium increase through 2026.
Worth 2 minutes? Call or text me back at [#].
Reply STOP to opt out.
Why it works: Introduces a specific piece of value — not a vague "great plan." "No premium increase through 2026" is a real, time-bound claim that a prospect can evaluate. The specificity earns attention.
Final Close Text (End of Sequence)
Hi [Name] — last message from me, I promise. If Medicare ever comes up or your situation changes, I'm here: [#]. [Agent], [Agency].
Good luck out there.
Reply STOP to opt out.
Why it works: Disarms. The phrase "last message from me, I promise" triggers the same reactance principle as the Day 14 voicemail breakup — prospects who were passive often respond when they realize access is ending.
The Re-Engagement Text (For Aged Lists)
Hi [Name], this is [Agent] — not sure if the timing is right, but I work with [State] seniors on Medicare and wanted to check in.
Anything change with your coverage this year? Happy to chat if so — [#].
Reply STOP to opt out.
Why it works: Opens with an admission ("not sure if the timing is right") that reads as honest rather than pushy. The question "anything change this year?" is low-stakes and conversational.
What to Never Put in an Insurance SMS
- Never put a price in the first text. It sounds like spam and kills curiosity before the conversation starts.
- Never use ALL CAPS anywhere. It triggers spam filters on the carrier side and reads as aggressive.
- Never include a link in the first text to a cold contact — links in first-touch texts are the fastest way to get your number flagged as spam by carrier filtering systems.
- Never send the same message twice in the same sequence. Identical messages generate more STOP replies than any other pattern.
SMS follow-up works best on numbers you know are mobile and active. Upload your list to cleanleads365.com/scan-my-list to confirm line type and active status before running any SMS campaign. First 100 records free.
Frequently Asked Questions
References
- Gartner. (2021). Digital Channel Effectiveness Survey. SMS open rate vs. email open rate comparison.
- CTIA — The Wireless Association. (2022). Messaging Best Practices and Guidelines, v5.0. Average SMS response time data.
- 47 U.S.C. § 227(b)(1)(A). TCPA prohibition on ATDS use without prior express written consent.
- Federal Communications Commission. (2024). FCC 23-107. One-to-one consent requirement effective January 27, 2025.
