A New Spin on a Proven Producer
It may seem at first glance that email marketing has very little chance of success these days, between spam blockers, Internet noise fatigue, and the sheer volume of email many of us receive. But the truth is – that perception is flawed. While email marketing may not be the cornerstone of e-business that it once was, it still can be effective, especially when handled well.
The way to get email marketing right is relatively simple. But like all simple activities, it may be more difficult to perform than it may first appear to be. Three rules to help you get started are:
- Be smart about it.
- Be careful how you go about it, and
- Be mindful of your audience.
Remember: it only takes one poorly executed email campaign to get all your following messages marked as spam. Here are a few proven strategies to getting email marketing campaigns to work for your mortgage business.
Creating an Email Newsletter for Mortgage Businesses
An email newsletter is a great way to get started in email marketing. First of all, you’re asking consumers that are already interested in your business to give you permission to reach out to them via email on a regular basis.
Don’t waste their time and don’t offer a newsletter just so you can collect their email addresses for other purposes (like constantly soliciting their business). They’ve invited you into your home, so be polite and offer them something of value, like….
Content Is King But Make It Brief and Link It
Content is what you are selling at this stage of the game. Your goal is to provide your former, current, and potential customers with something of value, or something that piques their interest.
Just make it brief. No one wants to open up a monthly mailing from a business they might be interested in to find something that represents an excruciating twenty pages worth of scrolling.
Make it incomplete and include a link to your site where they can get “the rest of the story.” Any engagement is good engagement, and getting them to a page on your site where you can get them to take further action is a good way to segue into a consultation.
With Email Marketing for Mortgage, Temperance Wins the Day
Lastly, be careful how often you send emails to your potential and existing customer base. We all receive way more email than we could possibly be interested in reading, and commercial messages become easier and easier to ignore or archive as they pile up above the “read” line.
A well-crafted, occasional message with a catchy subject line and a link to your site will do more heavy lifting than a hundred impersonal pleas for a sit. Exercise temperance in how you use the contact info freely given to you by those who may be interested in doing business with your company at some point. The sale you save may be your own.
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