Newsletters: The better way to stay first on your client’s list.
Just click each of these to learn more!
Use the mail.
98% of consumers bring in their mail the day it’s delivered
4 out of 5 of consumers sort and read their direct-mail immediately
4 out of 5
(only 45% say they read email immediately)
(sources: US Post Office; Epsilon, 10/13)
Consumers spend on average 45 minutes reading content-heavy pieces like newsletters and magazines
(source: US Post Office)
Printed mail is gradually trending down, letting you stand out even more. The average household in 2013 received only 19.1 pieces of mail per week — about 3 per day. Compare that to commercial email, which averages about 15 per day.
(source: US Post Office and Return Path)
37X vs email
Direct mail generates a high average response rate of 3.7%, compared to email at 0.1%.
(source: DMA, 2012)
48% of people retain direct mail for future reference.
(source: DMR Digital Stats, 2014)
Frequent email changes
17% of Americans create a new email address every 6 months.
30% of Americans change email addresses annually.
(source: Return Path)
The average email user gets 416 pieces of commercial email per month. On top of their regular business and personal correspondence.
(source: Return Path stats, 2013)
The average Open-Rate of emails in this industry is 21.65%, but real visibility is dramatically lower since 84% of email users use a preview pane which triggers an “Open”, even if they do not read the email.
(source: Mailchimp.com, 3/1/16)
Think about it, other than your subject line, there is no way for you to stand out in the Inbox.
One in 1000.
Email has a low overall response rate of 0.1%, compared to direct mail which has a high response rate of 3.7%.
(source: DMA, 2012 study)
Your client is going mobile.
35% of business professionals check email on a mobile device
(source: Return Path)
It’s not a great place to showcase your expertise. Many email browsers automatically disable images and photos within HTML email.
Me? A spammer?
Most agents don’t realize that under CAN/SPAM laws, they need to get an opt-in from a client to send ongoing email messages to them. This includes email newsletters and any other email solicitations with content that falls outside of facilitating, completing, or confirming the specific loan transaction that the client was involved in originally!
In other words, when you hear someone say “it’s ok, there is a prior business relationship” you should beware. You need an Opt-In.
The newsletter dilemma:
Custom vs Canned
Canned: A newsletter service that has only a half-professional look and feel, with your name and contact info as the customization. Either you have no control over content, or you have to do a lot of work writing your own every time. Real content is diluted with recipes, sudoku, and gardening tips. Is that what your clients want, quarter after quarter?