Making the Case for Mortgage Email Marketing

Email Marketing – Still an Effective way to Market your Mortgage Businesses

By JC Kiadii, Internet Marketing for Mortgage Professionals

The Direct Marketing Association conducts an annual study on the return on investment (ROI) of various marketing methods, including email marketing, direct mail, paid search Internet marketing, and (recently) social media.  According to the most recent study, commercial e-mail returned $43.62 for every dollar spent on it in 2009.  

This is good news for mortgage businesses looking for an effective, affordable marketing methods.  

As the research proves, hands down, email marketing is still one of the most effective ways to reach prospects.

Here are a few benefits of mortgage email marketing.

Benefit – Affordability:

Email marketing allows you to market your business for a fraction of the cost of direct mail.

Compare these statistics:

• Cost of mailing postcards to 1,000 prospects  or leads twice a month: $500.
• Cost of emailing 1,000 prospects twice a month: $50.

Benefit – Leverage:

Email marketing enables you to leverage your marketing dollar, an important advantage in these days of the so-called mortgage meltdown. By adding email marketing to their mix, some of my clients have been able to decrease their direct mail costs while, at the same time, increasing the return on their direct mail investment.

Benefit – Reach:

Yes, social networking increases in popularity every day. It’s a good idea to add these tools to your mix. Yet, according to research conducted by Pew, reading email is still an extremely popular activity. There is a huge population who don’t know what a blog or podcast is, and thinks RSS is some sort of new disease. Yet, just about everyone has an email account. Simply put, email reaches the most people.

Emails reach people no matter where they are in the world. People check emails on the weekends, and even when they are on vacation. When you send a direct mail piece, however, you have to count on your recipient being at a particular location.

More about mortgage email marketing’s reach:

When someone receives a direct mail piece, they can share it with, at most, one other person. A prospect receiving your email newsletter, however, can share it with every one they know and still have a copy for themselves.

Marketing research tells us that each of us has 200 people in our sphere of influence. If a fraction of your recipients forwards your email newsletter to a fraction of the people in their SOI, you will close more loans.

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JC Kiadii, Mortgage Internet Marketing Services . 770-469-7385. Are you reaching out to the 87% of new buyers who start their search online? Our team provides results-driven mortgage Internet marketing services. Visit our website and sign up for the More Closings email newsletter to receive the report 6 Steps to More Referrals.