How WebsiteBiz Helped a Leading Financial Institution Achieve Bottom Line Results with Innovative Email Marketing
The Challenge
- The Financial Institution's Wholesale Mortgage needed to increase the number of loans being booked by their approved mortgage brokers.
- With 300 Account Executives communicating with approximately 30,000 brokers, the group struggled to build and maintain effective customer relationships.
- Increasing need to provide consistent messaging across all their markets and improve overall broker satisfaction.
Reengaged 16% of inactive brokers for incremental loan funding
The Approach
- Leverage existing customer relationships by developing an integrated email marketing strategy to deliver relevant and consistent communication.
- Utilize an email platform with the ability to deliver personalized and automated email communication in order to establish and sustain a 1:1 relationship between Account Executives and brokers.
- Attract and engage attendees at industry events to raise awareness of loan programs and grow the list of approved brokers.
The Tactics
- Employed ExactTarget enterprise email platform to deliver over 30,000 personalized and triggered emails each month.
- Created a web event management application to organize event traffic and follow up.
- Leveraged Partner Relationship Management platform to target and segment brokers.
- Utilized web and email analytics to track engagement and conversions.
The Results
- Activated over 16% of inactive approved brokers resulting in incremental loan funding.
- Returned 4,275% ROI in incremental funding on investment.
- Converted over 10% of event attendees into the Institution's broker trainees.
