Selling Mortgages Is Not Rocket Science Is It Time To Integrate E-Mail?Dave Hershman e-mail, spamming, communications,
In the current computer age, there is no avoiding the fact that
we must use e-mail to achieve our business objectives. E-mail is a
communication tool that can serve several different functions
within the area of business development, including direct
solicitation of potential clients (a substitution of direct mail or
faxing), arranging appointments with potential clients (elimination
of voice mail tag), and delivery of proposals or customer service
information.
The use of e-mail carries advantages over traditional methods of
communication, such as telephones and direct mail. For example,
e-mails are less expensive to send in bulk than direct mail.
E-mails also represent a quick and effective method of
communication that enables an individual to keep others informed
(copying function).
E-mails also have some negative drawbacks, most importantly,
they are easy to ignore--especially if the e-mail is unsolicited.
With e-mail "spamming" and headlines of deadly viruses rampant, it
is quite possible that an individual may hit the delete button
before opening an e-mail if it does not originate clearly from
their close contacts or pertain to their personal interest. Direct
mail may be delivered in elaborate packaging designed to entice the
target to open the solicitation. With e-mail, an individual must
open the communication to view the packaging.
The format of e-mails must be simpler than other forms of
written communication. It is not possible to standardize the format
in a way that the e-mail will appear on the receiver's computer
exactly as it appeared on your computer. What is the key to great
advertising? The answer is--a simple message. Now, the package must
be simple as well.
One method of expanding the format of e-mails is to attach more
elaborate documents, such as "Word" or "PDF" documents. However,
adding this step will lessen the probability that the message will
be fully viewed because of caution (viruses) and expediency (the
time necessary to download such files), assuming the entity in
receipt possesses the software program needed to open the
attachment.
Despite these disadvantages, anyone can attest to the fact that
e-mail solicitations are proliferating exponentially via the
Internet. Forrester Research predicts that money invested in e-mail
marketing will reach $4.8 billion by 2004. As the use of this tool
increases, so will the sophistication of marketing, formatting
techniques and techniques to block spam.
Aside from mass marketing, there is no doubt that e-mails can be
an effective marketing tool on an individual level. Sending an
e-mail to introduce yourself to a potential target may be an
effective way of softening the call. This may become an important
part of the sales process, known as "warming-up the cold call."
E-mails will add another point of contact to letters, faxes and
phone calls when attempting to establish recognition in preparation
for a first face-to-face meeting.
E-mails are tremendously helpful within the customer service
function. Delivering great customer service is often determined by
how well you communicate. E-mail provides you with an easy and
convenient way to communicate within the sales and operational
processes. Nothing substitutes for great communication, and e-mail
is another tool within our communication arsenal. We must decide
how to use this tool effectively.
An important aspect of marketing in the future will be the
development of "opt-in" lists that accept value from us on a
regular basis. The inexpensive nature of e-mail can easily seduce
us with the temptation of "overdoing it" with unsolicited bulk
e-mails. The damage caused can quickly override the value we are
delivering to our customers and prospects. We possess the power of
e-mail...now use it wisely.
Dave Hershman is the vice president of sales and training
for Ellie Mae. He is also a top industry speaker and best selling
author. To obtain free samples of his highly-acclaimed newsletter,
visit www.OriginationPro.com or call the Hershman Group at (800)
581-5678.
