A few weeks ago we discussed call capture systems, now we want to have a look at your email marketing. Email is a valuable tool of course, and one that all of us should be using to generate more business. Before we go any further though, I just have to get this out of my system:

- An estimated 183 billion emails are sent each day

- 2 million emails are sent around the world each second

- There are more than 1.3 billion unique email users around the world

- The first spam email was sent in 1978 to around 600 individuals

- The first email was sent in 1971

- Homer SImpsons email address is: chunkylover53@aol.com (Yes, it’s real)

Ok, now that I have these fun facts out of my system, let’s get down to business. Email is a serious part of our lives. It’s a communication tool that is nearly unmatched in its cost effectiveness, instant delivery and versatility. If you’re not using email as the mortgage marketing tool that it could be, then you’re missing out on a serious chunk of business.

When most lenders hear the word “auto-responder” they think of a pre-written message that is given the lowly task of informing your contacts “Sorry, I’m gone for the day and will be back on…” Not much more than an online answering machine when you think about it. This is not the auto-responder we’re discussing today. Not even close.

A true email marketing autoresponder comes with the following features:

1. Groups
2. Pre-set delivery intervals
3. Auto – subscription
4. SPAM check tools

So what are all these features for? Let’s have a look:

1. Groups

What is it: Most true email marketing systems allow you to set up multiple “groups.” A group is simple a list of people you want to email to, that all share something in common. Such as realtors may be one group you email to, while “past clients” may be a second group. Obviously you don’t want the same drip emails going to realtors, as you do your past clients, so you create 2 separate groups. I recommend that you have at least 5 groups:

1. Past Clients
2. Deals in process
3. Prospects
4. Realtors (Or at least 1 other referral source)
5. FSBO prospects

2. Preset delivery intervals

This one is pretty straight forward. You want your auto-responder to have the ability to pre-set the delivery of your email campaign at regular intervals. Day 1, day 15, day 30 and so forth. This means that you setup your campaign once, and let the machine do the work for you from that point forward. Sounds nice doesn’t it? So where are all the mortgage marketing tools that convert sales for you? Can’t wait until they invent one of those! 

3. Auto-Subscription

This feature allows you to capture names and phone numbers (Along with any other relevant info you want) right from your website. A good auto-responder will make this a simple step as well. Place the form on the proper pages, ads, or blogs and voila – a new source of leads!

4 – SPAM Check Tools

Spam filters have gone crazy these days. It seems a higher and higher percentage of messages are labelled as spam. If your messages aren’t getting through, then they’re likely not getting read. Not a good situation. A good auto-responder will scan your email message prior to delivery, and warn you of potential spam red flags. There are dozens of words, and phrases that can set off spam filters these days. Not to mention font size and color amongst other things.

It’s best to find out now instead of 6 months down the road why your messages aren’t reaching your target. Mission accomplished! Yet another Mortgage Marketing Tools post under the belt! We have many more of these “how to” posts scheduled. Oh yea, before I go, here are some great autoresponder services that meet the guidelines above:

www.getresponse.com
www.aweber.com
www.loanofficermarketinglab.com (Part of the package)

Chad Weber -