E-mail may seem a bit old school, but e-mail should be a part of every mortgage technology vendor’s strategy. The big question is: How do you do your e-mail marketing right so you get real results? In the article entitled “3 Ways to Trigger a Sense of Urgency in Your Sales Emails” by Heather R. Morgan, she shares that the average adult has to make about 35,000 decisions each day. Which include things like, what to wear, which route to take to work, where to buy coffee—these are just the start, and usually the easiest.
How does this relate to e-mail? So, you can imagine the last thing someone wants to face when they open a cold e-mail from you is a complex choice. As a salesperson, your job is to make their decision to respond as easy as possible.
The simplest and most effective way to do this is to appeal to your potential customer’s most basic human instincts: desire, curiosity, and fear. Of all the emotional triggers out there, these three can create a strong sense of urgency and increase the chances of someone responding to your e-mail.
Of course, this is easier said than done. In the span of a single cold e-mail, you have to trigger those instincts and, at the same time, communicate that you understand the customer’s wants, needs, and worries, and can deliver the solution: you.
Here are three tips to help you do the same:
Every business wants to grow and succeed. Your e-mail can appeal to this by offering the promise of serious and direct business value. Your messaging should address, quickly and believably, exactly how your prospective customer will benefit from your product or service, and it should do so in a manner that inspires them to respond. There are two approaches you can take:
The first is to demonstrate value by providing clear and tangible examples, or social proof, of how your service or product delivers results. This is especially effective if you can use actual numbers to demonstrate success with a competitor.
Alternatively, you can reframe your product features as customer benefits. This is a good approach if you are new to the scene or unable to reference your clients by name.
Intrigue is a powerful tool that can also be a lot of fun to use. If your e-mail hints at a solution to a potential customer’s pain point or particular need, their desire to know the full story should override any hesitation to respond to your e-mail.
For example, you might inform the buyer you have an idea or strategy that will make a significant difference to an aspect of their business. Remember, you are trying to keep their curiosity peaked, so this should just be a teaser, something that will induce them to follow up.
Fear is probably the most powerful way to introduce urgency and inspire a potential customer to action. However, it’s important to apply subtlety over aggression. You don’t want to terrify your potential clients; you just want to address their concerns. Research specific issues at play within their industry, introduce anxiety, and then end on a positive note by offering a solution.
Instead of writing, “Data hacking will destroy your business if you don’t do something now,” try an approach with less fire and brimstone: “Data hacks have increased tenfold in the past two years, making it more important than ever to protect your data.”
Hopefully these tips will help you enhance your e-mail marketing strategy.
About The Author
Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at email@example.com.