RGR Marketing | 3 Effective Email Marketing Tips For Mortgage Leads

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November 25, 2013 | By RGR Marketing Blog

Email marketing is one of the most favored marketing techniques for any business in any sector. Unfortunately, many businesses fail to use emails effectively to drive sales forward. Here are 3 email marketing tips to help mortgage brokers make the most of their mortgage leads and assist conversion rates.

#1 – Timing Is Everything

Every email should be sent when it will directly benefit the client. Using an auto responder is helpful because it engages your prospect while they are thinking about you and are interested.

Newsletters are the best way to make sure emails are both beneficial to the client while allowing the brokerage firm to send them out regularly. Each newsletter should contain interesting, current information that the prospect wants to know about at that time. This kind of interaction builds a foundation of trust that will help to nurture the relationship between broker and prospect.

#2 – Get The Email Opened

In order for any email marketing campaign to be effective, the emails must first be opened. This means that mortgage companies will have to make sure of two things:

The email is not sent to the Spam folder.
The email is not simply ignored.

The best way to avoid spam is to have prospects subscribe to the emails in the first place. Failing that, emails that have engaging subject lines that entice prospects to open them up is the next best thing. In fact, a catchy subject line is essential in email marketing. Finding the perfect subject line that will resonate with a prospect can take time but it is well worth the effort.

Once the email is opened, it is essential to carry the engaging style of the winning subject line through to the body of the email itself. In order to convert mortgage leads by email, the emails must benefit the prospect in a way so that they see fit to take the next step in the sales process.

#3 – Test And Test Again

One of the main benefits of email marketing is that the results are highly measurable. Email platforms are able to report information about each email from the open rate (how many people opened the email) to the click-through rate (how many people clicked on a link in the email to take them to the next part of the sales process).

In order to be effective with this marketing technique, brokers should study the results of these reports and adjust their marketing strategy to provide the most rewarding results.

Email Marketing Is Here To Stay

There have been reports in the past that email marketing was soon to be a thing of the past. Yet studies have shown that many businesses yield continue to yield high conversion rates from their email campaigns. When email is used in line with other marketing techniques such as content and online marketing it is a highly effective follow-up technique for mortgage leads.

Emails can be used to generate and nurture leads. Don't forget about those "cold leads" - regular emails that are sent out to mortgage leads that have gone cold keep the brokerage firm in the mind of potential prospects and can often lead to brokers successfully recycling mortgage leads.

We hope these email marketing tips inspired you to set up your email marketing strategy and get started with your campaign. Don't have a list yet? Check out our blog post about ways to grow your email marketing list here.

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