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5 Essential Tips To Succeed In Mortgage Email Marketing

High-quality email marketing is seeing a comeback because of the ever-changing algorithms of social media platforms, rising costs of ads, and people trying to limit their time spent on social media. 

Does Email Marketing Make Sense for the Mortgage Industry? 

There are still many people who are not using Facebook or Twitter on a daily basis. But the number of people having email accounts is rising. A lot of purchase, research, and communication nowadays happens online so it makes sense to build relationships with borrowers via emails too. 

 

Email is much more efficient than trying to chase people via phone. They might be busy when you are trying to speak with them or they will take a lot of time to think and come back. A more efficient approach would be to engage with multiple people at once via email campaigns. 

In this post, we have drafted 5 tips you can use to create an email marketing strategy designed to engage borrowers, and build relationships with people to close more deals. 

Tips to Create Successful Mortgage Email Marketing Campaigns 

1. Ensure High Email Deliverability 

If you are seeing a drop in your email open rates & wondering that your subject lines are not working, you might be wrong. It's also possible that your emails are landing in the spam folder instead of the inbox and people are not even discovering your emails.

To avoid this problem, first make sure that your email marketing software (ESP) follows all the protocols to ensure high deliverability and has the technical know- how to troubleshoot a low deliverability. 

If you are looking for an EPS with proven, track-record of high deliverability with 3000+ companies, we would invite you to check out SendX. 

2. Avoid Spam Trigger Words

There are certain words, which if you use in your subject line will trigger spam filters and your emails will land into the spam box of even the opted-in audience. 

Here is a list of such words:

  • Mortgage rates
    Quote 
  • Free quote 
  • 100% free 
  • Compare rates 
  • Mortgage 
  • Lower your mortgage rate 
  • Refinance 
  • Refinance Home
  • Pre-Approved 
  • Monthly payment 
  • Book Now 
  • Money 
  • Money back 
  • Urgent 
  • Dollars 
  • Free  

So avoid using these words in your subject lines. If you want a full list of 500+ spam words to avoid, checkout this list of spam trigger words. 

3. Send Content Emails

The conversion cycle in the mortgage market is long and can vary from a few months to even a year. It will all depend on how ready the borrower is and what's the amount he is looking for. 

So as the borrower is going through the process of buying a house and deciding on the mortgage, you have to keep in touch with him and also make sure you don't make them uncomfortable by being too pushy. 

That's where your content emails can come in. Some of the content you can share is - home improvement ideas, neighbourhood guides, currently going on mortgage rates etc. They are perfect for engagement and providing upfront value to your subscribers. 

4. Let People Unsubscribe 

There are rare chances of someone being a repeat customer of your marketing for mortgage firm. People usually buy a house once, pay a mortgage for a few years and that's it. 

So understand that people might not stay on your list once they are settled into their homes after buying a mortgage from you. Hence, they will unsubscribe. 

The best thing to do here is to provide an easy way - a one-click - unsubscribe in all of your emails. Don't try to hide your button or make the process tedious. Rather focus on gaining more subscribers than the number of unsusbscribers. That will fill your leads pipeline too. 

5. Automate Your Emails 

Leverage the technology behind email marketing software to automate your emails such as welcome email, feedback emails, reminders etc. These are triggered based on some action by the subscriber. 

Automation will save you time & manual effort, send timely emails to people and improve engagement. 

What's next 

Now that you know top 5 tips that can help you succeed with email marketing, it's time to take your first step and leverage technology i.e. and email marketing software that can help implement your email marketing strategy. If you are looking for an affordable and intuitive software, try SendX. It's free for the first 14 days. You don't even need a credit card to sign up and check out all the features.