As email marketing has been a thing for some time now, it may seem that it’s old-hat now, that there is little point in utilising it. However, as the digital world continues to develop and get smarter, email marketing has become a little more intelligent too.

For mortgage advisers, it’s just as important as ever to use the trusted email to get important messages across to your clients and prospects.

Why is mortgage email marketing important?

If you’ve found yourself wondering: ‘Is email marketing worth it for mortgage brokers?’ the answer is a resounding ‘Yes’. Here’s why:

The statistics say so. Hubspot reported in 2022 that:

• 77% of marketers see an increase in email engagement
• 64% of small businesses use email marketing to reach their clients
• 99% of email users check their inboxes daily

Email marketing strategies for mortgage advisers

If you’re looking for mortgage broker email strategies and tips, you’re in the right place. The power of a carefully created email list and list segmentation can’t be underestimated.

Start small
Begin your strategy with something as simple as a mortgage calculator. It needs to be an up-to-the-minute one. This serves a double purpose. It is not only very useful for prospects and clients considering their mortgage options, it can also give you a great deal of information on what they’re looking for. This crucial information provides the base for your email campaigns.

Understanding the mortgage adviser audience
Identifying your clientele types is key. Are they first-time buyers or do they have a portfolio of properties they want to add to?

Build a growing subscribers list
A healthy subscribers list can be invaluable. Build it and nurture it. That calculator we just touched upon, why not offer it free for email sign-ups?  

Segment the list
As you build upon your subscription list, divide it into segments, based on demographics or preferences. This allows you to tailor your email messages accordingly.

Use a professional platform
Which allow you to have email templates at the ready. Creating templates for each of the various kinds of emails you’re going to send – for example, newsletters – is important for your brand identity.  

Provide only valuable content
What you say, matters. Emails for the sake of emails will never work. If you are providing well-crafted content that informs and reassures, your list will continue to grow.

Always personalise your emails. The right platform will make this a breeze. This is now the norm, expected even. 

Gain attention from the start with an eye-catching news caption or clever headline. And maintain engagement with well-worded content that’s interesting for your targeted recipients. Finish with a clear call to action, that inspires them to call or email you.

It’s important that emails are optimised for mobile devices as so many of us use them on the go.

Review your campaign performance
It’s vital to analyse how well your campaigns are working, so that you can tweak them accordingly; doing more of the same when you’re seeing results and adjusting them when there is little engagement.

Avoid

• Bombarding contacts and clients with too many. At best, they won’t read them all, but it could make them want to unsubscribe.
• Being too salesy. It can be off-putting for potential clients and may send them elsewhere.

Types of mortgage emails

There is no hard and fast rule about the type and style of mortgage emails to send. If you feel it’s appropriate, it’s sure to be. We’ve outlined some of the more popular kinds of emails that the mortgage sector tends to leverage, however, the range of possibilities is vast.

Newsletters
Newsletters are one of the most common mortgage email types sent out. They tend to be sent out at regular intervals, whether that’s monthly or quarterly. It gives you the opportunity to convey what’s going on in your business and the industry in general. By making a newsletter a service you provide, you will help reassure your clients that you’re dependable, with a reliable link between you and them.  

News on the mortgage industry
With mortgage products changing so frequently, you can put your potential and current clients’ minds at rest by outlining important news. This type of mail campaign shows your industry insight and knowhow.

News on your community
Messages that convey how you are interested in, and involved in, your community will engage those around you. Think housing projects or business ventures.

Reconnect 
Email makes an excellent choice for messaging contacts and clients you’ve lost touch with. It tells them they’re valued and that you’d like to help them with their mortgage-related goals.

Updates on their application
It’s also a great way to connect with clients throughout the application process. It not only gives them vital information, but also provides reassurance that things are moving in the background. You can even set emails up to be sent automatically, triggering them as notable accomplishments take place.  

Invitations
If you’re hosting an event or attending an exhibition, you can get your message across to whichever group of contacts you’re aiming to reach, easily.

Seasonal and special days
Whether you are thanking your clients for their business, or other stakeholders for their help, at the end of the year, or simply wishing them happy holidays, emails are a great way to go. Leverage special days throughout the year, such as National Moving Day, for example. They can be great reasons for keeping in touch.

Ongoing campaigns
Providing a stable stream of mortgage-related emails on matters such as mortgage types or different kinds of protection will encourage engagement.

Does email marketing work for mortgage advisers? Absolutely. It’s a great way to connect with prospects and clients. Contact our specialists for more information.

Recap: Well executed email campaigns can help you stand out as a trusted mortgage adviser in a competitive industry. Done right, they can connect, even reconnect, you with your audience and drive conversions.

They provide the perfect platform for reassuring clients and for showing that you are an authority on the subject of mortgages and other related issues.

Using the right email campaign tools can make things easy. Or, alternatively, you could use a professional team to create your campaigns for you. At WEBRO Mortgage, we could have things up and running for you in next to no time.

WEBPRO knows

58% of email users check their inboxes first thing in the morning.