Sending mortgage marketing emails to your clients can present a unique set of challenges. Emails are a great way to stay in touch with your database, especially if you’re short on time. Plus, they are very inexpensive–in fact, most of the time, they’re free!
However, you know how frustrating it is to receive marketing emails that aren’t relevant to you. Perhaps, you receive too many emails from one company. Or, the emails don’t contain helpful or interesting information.
If your marketing emails aren’t stellar, your customers are going to hit that delete button before you can even connect with them.
Here’s what you need to make your marketing emails great:
- Tailor them to your audience
- Make them interesting
- Keep it brief
- Don’t send too often
- Mix up your messages
- Seek inspiration
- Think about the different types of emails
Tailor Them to Your Audience
One way to ensure that your marketing emails are effective is to tailor your message to your audience. Even if you’re short on time, it’s important that your messages make sense for the people you’re sending them to.
For example, don’t send an email about refinance rates to clients that just did a refinance with you! Not only will you lose trust with your database by doing this, your carefully written email will fall on deaf ears because it ended up in the wrong inbox.
Instead, plan exactly who your intended audience is for your email. Then, put yourself in their shoes–what questions or concerns do they have? And, how can you act as a trusted advisor and support them?
Make Emails Interesting
There’s nothing worse than a boring marketing email. Although your emails need value, that doesn’t mean they can’t also be fun! You can spice up your messages with an image or personal stories. By doing so, you’ll grab your reader’s attention.
Once you have your reader interested, you can dive into the “meat” of the article. This is where you have your chance to set yourself apart as an informed source of information. Just make sure that you’re writing in borrower-friendly language.
For example, if you’re drafting a marketing email for your closed clients who may be eligible for a refinance, don’t just share industry news. Simplify what’s going on in the mortgage market, and make it applicable to them. After all, the only reason they really care about mortgage rates is that they want to know how it could affect their monthly payments!
Keep It Brief
If you’re writing about an interesting or complicated topic, it can be easy to get carried away. However, your marketing emails should be short and to the point. Then, include an invitation for the reader to contact you to get more information if they are interested.
Not only will these concise emails keep your client’s attention, they will lead to more productive conversions. If your contacts call or email you to learn more about the email you sent, you’ll have a much better chance of converting them into borrowers.
Don’t Send Too Often
When you’re marketing to your database, it can be tempting to send emails very often. Although consistently staying in touch with your clients is a great idea, sending emails too frequently will make your communication much less effective.
How often you email will depend on which group of your database you’re marketing to. For example, emailing your closed clients once a month may be the perfect amount to stay top of mind. But, you may want to email your leads once or twice a week to try to nurture them into conversions.
Mix Up Your Messages
Now that you know the basics of great marketing emails, you’ve got to mix it up. Not every email should look the same, or have the same call to action. Mixing up your messaging is an effective method for keeping your email audience interested and engaged.
Seek Inspiration
The best way to keep your emails fresh and interesting is to seek inspiration from others. One way of finding inspiration is to follow what other companies are doing. Keep an eye on what you like and what made you want to know more. Those are ideas that you can bring into your own marketing!
If you want ready-to-launch marketing, there are companies that provide email templates and content that are ready for you to customize and send. Jungo’s marketing platform comes loaded with over 400 pre-built email templates that you can send out right away, or customize to perfectly fit your branding and message.
Think About The Different Types of Emails
There are some marketing emails that you could write and send pretty much at any time, and they’d still be applicable. Those are called “evergreen” emails, because they are always fresh. It’s a great idea to have a library of evergreen emails in your toolbox, in the form of drip email campaigns.
However, you also need timely emails. These are based on news, current mortgage rates, and other ever-changing elements. Because the world moves so fast, you need to always be looking for ways to communicate helpful and timely information to your database.
The Closing Email of the Week
Whether you already have a marketing platform or are just dipping your toe into the email pool, The Closing Email of the Week will take your campaigns to the next level. With marketing tips, tricks, and best practices, you’ll know exactly how to market to your database to win more clients.
Plus, we’re throwing in an invaluable tool, for free: weekly emails that are ready for you to copy and paste into your mass emails. These weekly emails are based on what’s going on in the mortgage industry, so each week is timely, and relevant. No more searching for what you should send your contacts this week–just check your email for the answer.
Gain access for free when you subscribe to the Closing Email of the Week here.
Bottom Line
Sending marketing emails that actually convert can be challenging and time-consuming. But, with the right tools, it doesn’t need to be. Focusing on your marketing techniques will lead to more clients and higher rates of repeat customers, so get typing.
