Mortgage Email Marketing: Getting Started
Mortgage email marketing is essential for mortgage advisors looking to connect with prospective clients and grow their businesses. To utilize this marketing channel effectively, you need to send regular email content to subscribers, providing valuable information about the mortgage industry and building trust with prospects. This article will cover the basics of mortgage email marketing.
Table of contents
Without wasting any time, let’s dive straight in.
Mortgage Email Marketing (How Does It Work?)
Through consistent and well-crafted email campaigns, advisors can set out their brand and establish themselves as thought leaders in the mortgage industry. The first step in mortgage email marketing is building a list of email subscribers. Advisors can gather email addresses through their website, social media channels, and in-person interactions with prospects.
The best email campaigns are personalized, engaging, and informative. Advisors can use a range of tactics to personalize emails, such as addressing the recipients by name and tailoring content to different email list segments. Engaging emails may include interactive elements like quizzes or polls, or even links to supporting resources like blog content or educational videos.
You should ideally have email sequences scheduled for sending on a regular basis. Although, a broader marketing strategy make dictate the frequency. Advisors may choose to send weekly newsletters or monthly updates, for example. No matter the frequency, you should maintain consistency and provide valuable content to keep subscribers engaged and interested.
Email Marketing For Mortgage Advisors (6 Best Practices)
When conducting email marketing campaigns, mortgage advisors should aim to follow a range of best practices. Here are just a few to consider:
1 – Use a professional email marketing platform
With the support of an email service provider like DirectIQ, you can access tools and resources for creating and sending effective email campaigns, as well as tracking and analyzing campaign performance. Everything is easier with the right solution in your corner.
2 – Segment email lists
When mortgage advisors dive up their email subscribers into different segments based on demographics or interests, this enables them to tailor their messaging and increase the relevance of their campaigns – which ultimately leads to increased conversions.
3 – Provide valuable content
To keep subscribers engaged and interested, mortgage email campaigns should provide valuable information about the mortgage industry and tips for achieving financial goals. The more value you can offer, the more likely it is for subscribers to stick around in the long run.
4 – Use a clear and attention-grabbing subject line
A subject line that clearly and concisely communicates the mortgage-related content of the email can help increase open rates. It’s important for the subject lines to always accurately reflect the email’s content. Any clickbait or deception won’t work over the long term.
5 – Include a clear call-to-action
Every email you send to subscribers should have a clear call-to-action. For instance, you can encourage subscribers to schedule a consultation or apply for a mortgage.
6 – Optimize for mobile devices
As a majority of emails are now read on mobile devices, you should make sure that emails are optimized for small screens and easy to navigate.
By following these best practices, mortgage advisors can create effective email campaigns that successfully generate qualified leads, build trust with clients, and ultimately close more deals.
Mortgage Marketing Via Email (3 Common Mistakes)
While mortgage email marketing is a powerful tool for building relationships with prospective clients and generating leads, there are some common mistakes for advisors to avoid:
1 – Sending too many emails
Bombarding subscribers with too many emails can lead to a high unsubscribe rate and decreased engagement. You need to create a consistent schedule. Creating a weekly email newsletter is a good place to start.
2 – Focusing too heavily on sales pitches
Mortgage email newsletters that are too focused on sales can come across as pushy and turn off potential clients. It’s better to pour your efforts into providing value first. You can then add the call-to-action into the mix further down the line.
3 – Failing to track and analyze campaign performance
Without regularly tracking and analyzing campaign performance, it’s difficult to determine what’s working and what’s not. You can use DirectIQ to manage all campaign data and make informed decisions using real-time insights into campaign performance.
Mortgage Advisors Email Marketing (Closing Thoughts)
Mortgage email marketing is an immensely powerful tool for mortgage advisors to reach their target audience, build relationships with clients, and get more deals closed. If you can follow at least some of the best practices we shared and avoid common mistakes, you can create highly effective email campaigns that fire on all cylinders and hit their objectives.
With careful planning, consistent messaging, and a commitment to providing exceptional value for all subscribers, mortgage advisors can use email marketing to achieve their marketing goals and grow their businesses. DirectIQ can kickstart your email marketing efforts and enable you to quickly launch robust campaigns to effectively engage your email subscribers.
Are you ready to get started? Sign up for DirectIQ today. The best bit? It’s free.
Adrian is a specialist in researching and implementing email marketing for businesses of all sizes. He’s particularly knowledgeable and focused on the niches and nuances of eCommerce email marketing, and he chose to work with DirectIQ as he knows that segmentation can make or break a successful email marketing campaign.