Case Study: Premier Mortgage Service
Directing people to your website – Joanne Maling, Premier Mortgage Service.
One of our panel lenders launched a calculator on their website and we wanted to get our members to take a look at it. We had informed them about it through a variety of means, but the most successful method was via a competition that we emailed to our members. Within a day we had a 68% read rate and a 3% response rate – far better and more cost effective than any other campaign.
We timed the email during the World Cup and the subject line was entitled “Fed up of Football?” All our members could see who it was from and knew it wasn’t “spam”, but the subject line made them curious. The email was very simple and offered entry into a prize draw for tickets to see England play cricket at Lords. All they had to do was answer one simple question – but they had to use the lenders website and calculator to find the answer.
There was a click through to the website in the email, and the prize draw consisted of a radio button to select the appropriate answer from a pre-defined list of options. No emails to reply to, no text to enter – it was all very simple for the user. The software told us who had clicked through to the website, who had entered the prize draw and who had selected which answer to the question.
My top tips for driving people to your website using email marketing:
• Make sure the subject line in the associated email makes them want to open it
• Time the broadcast carefully – don’t send it at 5pm on Friday afternoon!
• Don’t expect the reader to have to type anything in order to get what they want – simple mouse clicks only
• Make sure the email contains “calls to action” that you can measure and use software that measures it for you automatically
• Give the person who responds something in return (or the opportunity to gain something) eg information, prize draw entry
Joanne Mailing, Premier Mortgage Service
“The ability to export a list of contact details for all those clicking on particular hyper links helped our tele-sales team by focusing on those who clicked through within two days of the email being broadcast.
They knew
a) who to call first
b) that the contact already wanting to know more about that subject matter.”
Robert McCoy, Mortgage Product Manager, Premier Mortgage Service