Automation: Automate Renewal Outreach with Zapier

What This Builds

An automated system that sends personalized renewal outreach emails to clients at specific intervals before their policy expires — 90 days, 60 days, and 30 days out — without you manually tracking and sending each one. Once built, no account goes without a timely outreach email just because you were busy.

Prerequisites

• Zapier account (free at zapier.com — free tier supports this workflow)
• Gmail or Outlook account for sending emails
• Google Sheets (or Excel) with your renewal list exported from your AMS
• Basic familiarity with Google Sheets
• Cost: Free (Zapier free tier allows 100 tasks/month; paid at {{tool:Zapier.price}} for higher volume)

The Concept

Your AMS has every renewal date. You export that data to a Google Sheet — a simple list with client names, emails, policy lines, and expiration dates. Zapier watches that sheet daily, checks who is 90/60/30 days from expiration, and automatically sends them the right email. You write the email templates once; the automation sends them forever.

Build It Step by Step

Part 1: Set Up Your Renewal Spreadsheet

1. Export your renewal list from your AMS as CSV (every major AMS — Applied Epic, AMS360, HawkSoft — has an expiration report export)
2. Open Google Sheets → File → Import → upload the CSV
3. Make sure your sheet has these columns (add/rename as needed):

   • A: Client Name
   • B: Contact Email
   • C: Policy Type (GL, Package, etc.)
   • D: Expiration Date (format: YYYY-MM-DD for best results)
   • E: Account Manager Name
   • F: 90-Day Sent (leave blank — Zapier fills this)
   • G: 60-Day Sent (leave blank)
   • H: 30-Day Sent (leave blank)
4. Name the sheet "Renewal Outreach"

Part 2: Write Your Email Templates

Before automating, write the 3 email templates you'll use. Keep them short and professional:

90-Day Template:

Subject: Renewal Planning for Your [Policy Type] — Action Date: [Expiration Date]

Hi [Client Name],

Your [Policy Type] renews on [Expiration Date] — about 90 days away. I'll be reaching out soon to discuss your renewal options and any coverage updates.

If your business has changed — new employees, new equipment, new locations — please let me know so we can make sure your coverage keeps up.

[Your name] | [Agency name] | [Phone]

60-Day Template:

Subject: Your [Policy Type] Renewal — 60 Days Out

Hi [Client Name],

Your [Policy Type] is coming up for renewal. I'm currently marketing your account and will have options to present shortly.

If anything has changed with your operations or you have questions, reply here or call me at [phone].

[Your name] | [Agency name]

30-Day Template:

Subject: Action Required: [Policy Type] Renews in 30 Days

Hi [Client Name],

Your [Policy Type] renews on [Expiration Date]. I'll be in touch this week to confirm your renewal and get your authorization.

If you haven't heard from me by [date], please call or reply here.

[Your name] | [Agency name] | [Phone]

Part 3: Create the Zapier Automation

1. Log in to zapier.com → click Create Zap
2. Trigger: Select Schedule by Zapier → choose Every Day → set to 8:00 AM
3. Click Continue

Part 4: Add a Filter to Find 90-Day Renewals

1. Click + → add Filter step
2. Set: Only continue if [today's date + 90 days] equals [Expiration Date column]

Note: This requires using Zapier's date formatting. In the Filter condition, use Zapier's built-in date math. If this seems complex, a simpler approach is using a Google Sheets formula in a helper column that flags rows at 90/60/30 days — then Zapier looks for rows where that flag = "YES".

Simplified approach (recommended for beginners): Add a helper column in Google Sheets:

• Column I: =IF(D2-TODAY()=90,"SEND_90","")
• Column J: =IF(D2-TODAY()=60,"SEND_60","")
• Column K: =IF(D2-TODAY()=30,"SEND_30","")

Then Zapier triggers on "New row in Google Sheets where Column I = SEND_90."

Part 5: Connect to Gmail/Outlook

1. After the filter step, click + → select Gmail or Outlook
2. Choose Send Email
3. Map the fields:

   • To: Column B (email)
   • Subject: Your 90-day template subject with [Client Name] replaced by Column A
   • Body: Your 90-day template text with all variables filled from columns
4. Test with a real account (send to yourself first)

Part 6: Add the "Mark as Sent" Step

1. After the email step, add a Google Sheets → Update Row action
2. Set Column F (90-Day Sent) to "SENT" + today's date
3. This prevents duplicate sends

Part 7: Duplicate for 60-Day and 30-Day

Repeat Parts 4–6 for the 60-day and 30-day emails, using the respective template and helper columns.

Real Example: One Month in Operation

Setup: Account manager Sarah has 180 accounts in her renewal spreadsheet. She builds the Zapier workflow in an afternoon.

Result each morning: Zapier checks the sheet, identifies any accounts hitting 90/60/30 days, and sends the appropriate email automatically.

What Sarah notices the first week: Three clients respond to the 90-day email with coverage changes she didn't know about. Two ask questions that turn into account rounding conversations. One says "I was just thinking I needed to call you about adding a location."

Time saved: ~2-3 hours/month of manual renewal tracking and email sending. More importantly, no accounts fall through the cracks during busy periods.

What to Do When It Breaks

• Zap not triggering → Check Zapier task history (left sidebar → Task History) for error details
• Wrong date calculation → Test your Google Sheets helper formulas manually with a test date to confirm they work before activating the Zap
• Emails going to spam → Use your business email (not personal Gmail) and consider adding an unsubscribe footer
• Sending duplicates → Make sure the "Mark as Sent" step is working; check that Column F/G/H shows "SENT" after each automation run

Variations

• Simpler version: Just use the Google Sheets date helper columns and check them each morning manually — no Zapier needed, but you do the sending yourself
• Extended version: Add a Slack notification step that pings you when the automation sends, so you know which clients got outreach that day

What to Do Next

• This week: Build and test with 5-10 test accounts; verify emails arrive and look right
• This month: Roll out to your full renewal book; check task history weekly for errors
• Advanced: Add a step that creates a Trello card or Google Calendar reminder for each client who responds, so follow-up calls are tracked automatically

Advanced guide for commercial insurance account managers. Always comply with CAN-SPAM and state-specific email marketing regulations. Include your agency contact information and opt-out language in all automated emails.