November 21, 2013 | By RGR Marketing Blog

The success of an email marketing campaign is directly proportionate to the number of people who open the emails. It's also greatly dependent on the number of people who have subscribed to receive the emails. Therefore, in order to gain more mortgage lead conversions, a broker’s needs a list of people that will open the emails and that list needs to be continuously growing.

 

 

Gaining Subscribers Through Your Website

One of the most organic ways to gain subscribers and engage mortgage leads is via a company website. To do this, several factors must be taken care of:

Make It Obvious

Email newsletter subscription boxes must be highly visible without interfering or degrading the user experience on the website. Having the subscription box in a prominent place such as the sidebar or the footer of the page is an excellent example of this. Another option is to make the subscription box unavoidable after the user is hooked by the site content. For example, an opt-in box that pops up while the prospect is halfway through reading a highly informational blog post asking them to enter their email address before continuing on with the post is a method with proven positive results for growing an email list.

Don't Ask For Too Much Information

In the same way that mortgage leads are shown to grow colder the longer they are left without response, opt-in boxes that offer or ask for too much information are less likely to get a positive response. Prospects shy away from anything which seems like too much effort. A simple message and a place for a name and email address is all that is needed in an opt-in box.

Give Them A Reason

Prospects will need to know that there is some benefit for them in order for them to feel comfortable handing over their email address. Whatever the reason is, whether it’s a free guide to finding the best mortgage rates or a list of tips for selling a property, the message needs to be clear for the prospect. If they are unsure of why they should submit their email address then they are unlikely to do so.

Be Trustworthy

The main concern for many people who might consider becoming a subscriber to a monthly newsletter is that the company in question (yours in this case) will give their details to a less discerning company who will email the prospect with less than quality content, which is of no use to the reader. In order to build trust, mortgage companies must promise not to share their prospects details with any of these unworthy companies and make sure that they adhere to this promise.

Remember

As with any kind of marketing, cheap tricks may seem to yield quick results but they will quite often be results that don’t last. Using "white hat" marketing techniques which can include direct mail as well, to increase your email list with high quality mortgage leads will ultimately lead to more success and more conversions in the long run.

 

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