Email Campaigns that Convert Aged Leads

It has been awhile since we talked about email. I am still surprised how many people buy Internet leads and never use email. If a homeowner or borrower is going to the Internet to inquire about mortgages or debt settlement I guarantee you they are email users.

Phone calls are instant success or no success. You either get the prospect on the line or you don’t. And you certainly will not get a voicemail or phone call forwarded to a friend (i.e., referral). In contrast, a good email lingers in the inbox begging for a response, follow-up, or forward to a friend or colleague.

Emails get responses.

1. Subject lines matter – Start your marketing at the subject line. You have a handful of characters to get a reaction-an open. I like to use names. If you put the prospects name in the subject it is less likely to get deleted. Another secret of the trade is to use Fwd: on the subsequent follow-up. They will feel like they missed something and definitely open up the second email.

2. Keep it short and simple - No one reads books, newspapers, or long emails any more. Keep this in mind. Make your email short and personal. Again try to use names and cut out all the useless intros, exits, and flowery language. Use the Ernest Hemingway approach-simple language and make every word count.

Look at a few of the emails you send to your friends and family. That is what your marketing emails should look like.

3. Make it about them, not you - Stop talking about how great your company is and how smart you are. Prove all that in your signature block with links or accreditations.  Spend all of the body of your email talking about outcomes that they may be looking for and your process to make sure you are 100% listening to their needs and financial objectives.

4. Be consistent with your communication - Nothing builds the strength of an email-marketing list like reinforcing it with a pattern or regular intervals of contact. Have your prospects expecting that bi-weekly mortgage update or debt newsletter. You will always ensure you are top of mind when they are back in the market or when one of their friends says, “do you know a good mortgage (or debt) person?”

5. Repetition builds relationships - I am going to repeat this, because it is so important. Repetition builds relationship. If you have your prospects and clients in your email list you are guaranteed to build a relationship with a good percentage of them. Showing up in their email inbox on a regular basis is going to build a familiarity and trust that is going to turn that aged leads list into a customer loyalty list in no time.

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