There is Power in Email Personalization

email personalizationDid you know companies that personalize marketing emails experienced a 27% higher unique click rate and an 11% higher open rate than those that do not?

While a lender’s marketing brand, messaging, and disclosures should all be consistent, the person closest to the borrower should always be the one driving the conversation. After all, it is their knowledge and expertise of the mortgage process that borrowers rely on to make smart decisions about getting a mortgage.

To make sure your loan officers remain behind the wheel but don’t get into an accident, here are some email personalization strategies that can help:

• Give them the tools to sell. Loan officers who are closest to the borrower should have the ability to create compelling content that will engage borrowers. You should help them by providing pre-approved marketing materials they can customize for individual borrowers. However, you should also allow loan officers to create their own emails on the fly and submit them to your in-house marketing team or legal department for approval before sending them out.

• Create standardized footers and formatting. Your email platform needs to let loan officers add and update contact information at the system level, but not allow them to change the formatting and the information that appears in footers of their email. Email footers need to be reserved for licensing information, specific picture placement and size, and branding that is consistently used across the organization.

• Co-marketing footer options. Being able to send co-marketing emails with a real estate agent is important for loan officers to nurture referral relationships. Your email platform should provide this capability, but also ensure the addition of realtor branding adheres to the same strict guidelines.

To make sure you are making the most of your email marketing efforts, download the full ebook – An Email Marketing Guide for Mortgage Lenders – for more tips.


Chris BackeAbout the author: Chris Backe is the director of financial services at Velocify, and a sales automation expert with more than 20 years of experience offering technology solutions to multiple industries. Chris has spent the last 10 years in the financial services industry, holding various positions at industry leading technology companies including Ellie Mae and Salesforce. He can be reached at cbacke@velocify.com.

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