Seven tips can help ensure people will open your mortgage e-newsletters
By JC Kadii, customer-liaison manager, MortgageEzines.com
According to the Direct
Marketing Association, each dollar spent on e-mail marketing in
2008 is projected to have a return on investment (ROI) of $45.65.
One reason for e-mail marketing’s high
ROI is its low cost. Mailing postcards to
a list of 1,000 prospects costs about $300
each time. Sending an e-mail newsletter to
the same list often costs $30 a month for
as many as six issues, depending on your
One of the keys to maximizing your e-mail marketing ROI is to send e-newletters
and to ensure they are opened. Here are
seven tips for increasing your e-newsletter
1. Get permission. People will more likely
open e-mail newsletters they are expecting and ignore ones they aren’t. Therefore,
ask for permission before sending your
This starts with your first list of subscribers. Ask everyone who contacts your office if
they would like to receive information from
you via e-mail. Ask every Internet lead and
every client. Ask every networking contact
who is in a similar business (e.g., real estate agents, certified public accountants,
financial advisers, etc.). Ask everyone who
attends any workshop you host.
The keys to getting people to say yes
are to make them a great offer and to assure them that you respect their privacy.
A great offer may be a special report with
information that is otherwise difficult for
consumers to find, such as “ 7 Sources for
2. Send something immediately. Provide
your e-newsletter subscribers valuable, pertinent information as soon as they sign up.
If you are going to send a special report, for
instance, consider splitting it up into seven
auto-responder e-mails. The first will go
out the minute a new subscriber signs up,
and the remaining ones would be sent each
day over the next week. These constant reminders will increase the chances of them
opening your first issue.
3. Send something at least once a month.
Have you ever received an e-mail and wondered, “Who is this person?”
You can expect the same response
from your subscribers if you don’t communicate with them. At a minimum, send
your e-newsletter once a month. This way,
your subscribers will hear from you often
enough that they do not forget you — but
you aren’t becoming a nuisance by sending
too many newsletters.
4. Connect with your audience. Your
e-newsletter is not about you — it’s about
your subscribers, their interests, their
questions and their problems. Make sure
your content meets your target market’s
needs and reinforces your position as their
trusted mortgage adviser.
If your primary market is first-time
homebuyers, for example, you may focus
on content that has to do with preparing
for homeownership and demystifying the
5. Encourage for warding. By encouraging
your readers to share your e-newsletter
with their friends, you will increase your
readership and subscribers.
In the introductory paragraph, ask readers to share the e-mail. Be specific in your
request, using verbiage such as, “Please
share this e-mail with anyone you know
who is considering buying their first home.”
It’s much more effective than just “Please
share this e-mail.”
6. Include teasers. Mention the topic
you’ll cover in your next issue. This can
7. Make your subject line sizzle. Your
subject line is one of the most-important
parts of your e-newsletter — it’s the first
thing your subscribers see. Don’t waste
that valuable real estate with a generic
subject line such as “California Mortgage
Newsletter.” Rather, make sure it motivates
your subscribers to open your e-mail.
Avoid misleading subject lines that
have no connection to your e-newsletter’s
content, however. Misleading subject lines
are a surefire way to violate trust and annoy your prospects.
In a tight market, e-mail marketing may
be one of the most-valuable tools in your
marketing arsenal. If you follow these tips
to increase your readership, your e-mail
marketing campaign can lead to exclusive
leads and more closings.
JC Kadii provides e-mail newsletter design,
mortgage e-mail marketing services and
e-mail marketing training through Mortgage
Ezines.com, for which she is customer-liaison
manager. For a complimentary copy of the
report “How to Build a High Quality Subscriber List,” visit MortgageEzines.com. Reach
Kadii at email@example.com or
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