Transcript OPT-IN EMAIL MARKETING

MyMortgageHost
CRM/Databasing Call June 7,2007
“OPT-IN EMAIL MARKETING”
Presented by Eric Risley, Wayne Hohler: Aclient Software Systems
Opt-In Email Marketing
7 Ways to Get Your Message Through to
Your Customers and Prospects!
 Permission-Based Emailing
 Alternative Marketing Strategies
 Don’t Forget Conventional Methods!
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Opt-In Email Marketing
MOST SMALL BUSINESSES CONSTANTLY SEEK WAYS TO
GET AN ABUNDANT SUPPLY OF EMAIL ADDRESSES
TO MARKET THEIR PRODUCTS ONLINE.
The Good News…
• COST EFFECTIVE WAY TO GET YOUR MESSAGE OUT
• YOU DON’T HAVE TO LIE, CHEAT OR STEAL TO GET
EMAIL ADDRESSES LEGITIMATELY
MyMortgageHost ~ Managing details. Delivering results.
Opt-In Email Marketing
MOST SMALL BUSINESSES CONSTANTLY SEEK WAYS TO
GET AN ABUNDANT SUPPLY OF EMAIL ADDRESSES
TO MARKET THEIR PRODUCTS ONLINE.
The Bad News…
• SPAMMERS HAVE GIVEN EMAIL MARKETING
A SHADY REPUTATION
• PEOPLE ARE MUCH MORE PROTECTIVE OF
THEIR EMAIL ADDRESSES
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Opt-In Email Marketing
FACT: There are enough
spammers, so don’t be
one yourself.
Follow permissionbased rules!
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Opt-In Email Marketing
TIP 1: Be Upfront and put a signup box (or two) on
your home page.
Just tell your customers and visitors
what you want.
In return, build trust by offering
them something of value; a whitepaper, mortgage tips, newsletters,
rate notifications.
By signing up for something that will
be emailed to them, they have are
now part of your opt-in, or
permission-based, email marketing
list.
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Opt-In Email Marketing
Tip 2: Give Them A Reason to Offer Their
Information To You!
Nothing should be free…
Incentive-based is a good
way to gather names.
Prize giveaways may not be
best way to obtain clients.
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Opt-In Email Marketing
Tip 2: Give Them A Reason to Give You Their Email
Address!
They Get
If what you are offering is of
interest to your target customers
you are gathering names of
prospects instead of people
looking to win something.
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Opt-In Email Marketing
TIP 3: If you must rent lists to market to, make
sure it is a list where prospects have given their
consent to distribute, AND be forthright about
using such lists in your e-mails.
Buying lists, even “opt-in”
lists is discouraged, since the
potential for spamming still
exists.
If you still want to use
purchased lists be aware that
complaints are all but
guaranteed.
Even if the recipient’s
address was obtained
legitimately, they may not
remember doing so and most
likely didn’t agree to have it
sold.
Be upfront in your message.
Indicate that you obtained
their name from a
complimentary list and that
what you offer may be of
interest to them.
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Opt-In Email Marketing
TIP 4: Put ads and links on industry related websites
and in specialized e-mail newsletters
Ask your partners to put links to your
website and especially your signup
forms on their websites.
If you offer Benefit Codes to Partners
and Employers, it gives them a good
reason to link to you!
Is there a mortgage related email
newsletter that reaches your target
audience. Consider placing an ad.
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Opt-In Email Marketing
Tip 5: SEND YOUR OWN FREE BRANDED NEWSLETTER
Newsletters: Reason to
stay in touch with
customers!
Great incentive for
prospects to provide their
email address to you.
Content provided by
programs like FTH and
distribution through MMH
makes this MUCH easier!
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Opt-In Email Marketing
Tip 6: Think locally
Market your website and forms!
• Write letters to the editor or a
feature for a publication.
•Blog if you can
•Make sure to include your
business name and links to your
website and signup forms!
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Opt-In Email Marketing
Tip 7: Don’t limit
yourself to just email
marketing, opt-in or
otherwise!
Marketing Pillars:
•Email
•Mail
•Personal
(phone, meeting, etc.)
Don’t Ignore Mail and
Personal Communication!
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
“Drip Marketing” is the automated sending of
marketing materials to prospects and clients.
Because of it’s cost effectiveness, many companies
utilize only Email for Drip Marketing.
There are many software solutions that only support
Email Drip Marketing.
MyMortgageHost supports Email, Mail, and Personal
Reminder automated campaigns.
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
Make sure your “Drip Marketing” includes ways to
communicate with your prospects and clients in forms
other than just Email!
• Email is more effective for client retention than
acquiring new clients.*
• Many Emails, especially mortgage related ones,
never make it past spam filters and bulk folders.
• The actual open rates for unsolicited Emails run
somewhere between only 1% - 10%.*
*DoubleClick’s 2004 Consumer Email Study
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
We recommend implementing
marketing campaigns that
utilize Email, Mail,
and Personal
Contact!
MyMortgageHost ~ Managing details. Delivering results.
Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
NOTE: Email Marketing
works best for
Customer Retention!
NOTE: There is no
“Do-Not-Mail” List!
With MyMortgageHost, we recommend putting
existing clients in our Automated Drip Marketing
which supports both Email and Mail delivery and
separate campaigns for Purchase and Refinance
clients.
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
MyMortgageHost now has a new
feature that lets our users define
their own campaigns with a mix of
mail, email, and reminder events!
Event 1 - Email
Event 2 - Mail
Event 3 – Reminder to call
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
“Reminders” are notifications that
a client needs to be contacted
personally by phone
or personal visit.
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Opt-In Email Marketing
Tip 7: Don’t limit yourself to just email marketing
Marketing by
Direct Mail is
still effective,
it pretty much
WILL get to the
intended
recipient AND
AGAIN …
there is NO
“Do-NOT-MAIL”
list!
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Questions?
 Feel Free To Ask Questions!
 Highly technical or specific questions you may have
after this presentation or prefer to ask outside this
forum, please contact us at:
Eric Risley / Wayne Hohler
[email protected]
Tel: (508)760-3166
MyMortgageHost ~ Managing details. Delivering results.
MyMortgageHost
Managing details. Delivering results.