If you’ve been reading our blog for a while, you know that email correspondence is a must in the business world. With 4.3 billion email users expected by 2023, it’s a non-negotiable that many people in the mortgage industry seem to avoid — “Do we really have to send email newsletters?”
And the answer is “yes,” if you’d like to thrive in a market that grows increasingly more online everyday.
The good news is that there are ways to make it easier, so you don’t have to scramble when your calendar reminder pops-up the next time around!
1. Be Consistent
Consistency is key and your people want to know they can expect an email from you on a regular basis. The key is not to overdo it as 26% of consumers unsubscribe from brands that send too many emails!
We recommend a weekly or monthly newsletter to keep people in-the-know, sent at the same time each go around.
For instance, every Monday at 8am EST or the first Tuesday of every month.
2. Less Is More
With an attention span of only a few seconds, it’s important to remember that less is more!
Gone are the days of lengthy narratives, with visual content reigning supreme in a time when the work you produce is likely to only get a quick glance.
Be sure to include CTA buttons that stick out — “Sign-Up Here!” “Buy Now!” “Learn More!”, and use short, punchy paragraphs and images that support your text (but be sure to optimize them!).
3. O is for Optimization
Did you know that over 80% of emails today are read on a smartphone or tablet? And from what we can see, the number is only increasing!
In order to get the best results, we highly recommend optimizing your email newsletters. There are a couple of ways you can do this:
- Don’t overdo it with images. It’s tempting to try all the beautiful templates out there for your emails, but the more graphics you have, the longer it will take to load. Long load times will guarantee that some people will close your email without even reading it!
- Use responsive templates. The size of the screen and even the device on which your email is being viewed will change how it looks to your viewer. By using responsive templates, you’re ensuring that your emails look fantastic on any mobile device, whether it’s an old smartphone with a tiny screen or a flagship tablet with a large 11” display.
- Optimize your pre-header text. The pre-header is a small string of text people see in their inboxes after the subject line. These are generated automatically, but you can also add them manually via HTML tags. They can be used as a clever way to evoke curiosity and make people open your email.
4. Provide Value
Of course, your primary goal for starting a newsletter is to turn your subscribers into your customers. But if you’re too pushy, you’ll only turn your subscribers into unsubscribers. To avoid this, provide enough value to justify reading your newsletter. HubSpot suggests balancing your content to be 90% educational and only 10% promotional.
Try to include the latest industry news, tips, breakdowns, and so on. Share your knowledge and expertise with your customers. Even if you think something is trivial, it could hold significant value for your following.
5. Be People-centric
You’re not writing to a faceless crowd, you’re writing to individuals. All of them have their own problems, challenges, and dreams, and chances are they’re in your audience because they expect you can help them in some way. Try to write your emails as if you were writing personally to Jim, or Mary, or any other individual on your list. Consider what they are interested in, what language will resonate with them, when and under what circumstances they read your emails.
If you keep these questions in mind, we guarantee that your emails will be more engaging and your subscribers will look forward to receiving more from you.
Still don’t want to pay much attention to your email marketing? We get it. That’s why we have Pulse to send automated emails (including customer status alerts!) for you on the regular.
You can schedule a demo at a time that works best for you here or see some of the emails we offer to our clients by clicking here.
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