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Innovative Email Strategy Drives Loans

Situation

A leading Financial Services company engaged WebsiteBiz to use email as a way to build the relationship between their Account Executives and mortgage brokers.  WebsiteBiz faced the challenge of determining how to communicate to 30,000 brokers on behalf of 300 Account Executives and creating consistent messaging among marketing and Account Executives.

Approach

  • Developed integrated email marketing strategy and event management platform
  • Leveraged Partner Relationship Management platform to target and segment brokers
  • Utilized ExactTarget enterprise email platform
  • Created personalized, relevant, and timely email communication
  • Established a 1:1 relationship between Account Executives and brokers
  • Utilized event-triggered automated campaign that tracked responses, results, and loan activations
  • Developed an integrated web event management application

Campaign Results

  • Successfully delivered more than 30,000 personalized emails per month
  • Activated over 16% of inactive approved brokers resulting in incremental loan fundings
  • Returned 4,275% ROI in incremental fundings on investment
  • Converted over 10% of event attendees into broker trainees

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