I find that so many mortgage companies sell themselves short with their email campaigns. I am not only talking about their lead-gen campaigns, but also their client retention or introduction emails campaigns.
Email can be extremely successful and very cost effective, as long as you do it right and thank goodness it is really not that difficult to do it right, it only take a little effort. The most important factor is making the email look professional and personal. The hard part is not going over board with the professional feel and not getting too personal. More on this in a second.
Not to divert the subject too much, but I want to point out an excellent email from a lead provider. First, email is an excellent tool for lead-gen if it is done right and there are a number of providers that participate in email marketing but here is the key. When vetting a lead provider, please please ask for an example of their email campaigns. If they cannot provide the examples you should question their tactics for a couple of reasons. For one, they probably have affiliates generating the email creative and those typically look something like this:
—– Original Message —–
From: Casandra
To: [your harvested email address]
Sent: Friday, August 27, 2004 9:36 PM
Subject: Re: and he said even
Fri, 27 Aug 2004 14:38:08 -0600
Dear Sir:
I hope you enjoined the last morudtgage lowban you got from our company. We strongly recommend to rece finance at 3.4 % rsyate and decrease your monthly payment, please check details below and click the necessary link. Please note since you are our previous client, you are already apzrproved and it will take less paper work to apply:
Please visit this link to apply online. Please enter your Personal Secure Code 6246 on the secure site.
Thank you.
Casandra
Personal Bromuker Group
This is Spam!
They misspell words on purpose and they probably scrubbed your email off of some website. The second, is if they cannot show you an example because they do not show “proprietary information” then hit the road, they are full of shit.
A company that shows you an email like this is doing it right. The issue here is that Adchemy does not currently participate in email marketing, but if they were this is what they would use:

This email explains to the consumer exactly what is going to happen and their is not bait and switch happening here.
If only more lead providers used these tactics. The problem is that so many consumers fall for the low rates and the “your approved” tag lines.
If you are interested in improving your email campaigns check out this blog by Jason Korte of Softvu. He provides some excellent tips and tools for a successful email campaign and more.
I guarantee you if you spent a little time on your emails and possibly even had a professional graphic designer create a simple but professional template for you, you will see a difference in your success rate.
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