In this guide you will learn how to get an email marketing campaign set up from start to finish using MailChimp as your CRM (Customer Relationship Management) system. Learn to manage your interaction with current and potential customers. You will also learn how to use data analysis to improve business relationships with customers, specifically focusing on customer retention and ultimately generating closed loans.
What is MailChimp?
MailChimp is a free software system that gives you the ability to create and manage mailing lists, newsletters, automate campaigns and lead generating landing pages. Places you in the driver’s seat and lets you have full control over your email marketing efforts from beginning to end.
MailChimp is simple and easy to use where the software gives you access to an array of email marketing tools conveniently located in one place. There are several advantages that MailChimp provides over other CRM systems in the industry which makes it a top choice for Loan Officers looking to create a free email marketing platform to use and at the moment allows up to 2000 contacts free of charge.
Before we get started on how to create a MailChimp account let's get familiar with the terminology used in MailChimp. Here are the most common ones:
List: Where a subscriber's email addresses is stored and have the ability to send campaigns and automations.
Subscriber: This is where someone (a contact) has opted in or given you consent to add them to your list. Only add people as subscribers when they have given you permission to.
Newsletters: These are the emails you send to the subscribers on your list. Campaigns can either be one-off blasts to your list or automations which can be single emails or a series of emails that are sent when something specific happens (signs up for content information).
Template: This is what your campaigns look like and where you can use your logo, colors or fonts. MailChimp lets you create templates with a drag and drop creator, plain-text emails still perform the best.
Merge fields and groups: Other newsletter tools refer to these as “tags” but in MailChimp you can associate different bits of information with every subscriber: like what page they signed up from, what they bought or didn’t buy or what they’re interested in. You can also use merge tags to personalize or add dynamic content to emails.
Landing Pages: Landing pages are standalone web pages that your contacts or potential contacts can “land” on when they click on link from an email, ad or other digital locations. Loan Officers should use landing pages to generate mortgage leads.
Email Campaign Automation: Unlike regular campaigns, an automation is a targeted email or series of emails that you can set it and forget it.
Mortgage Marketing Pros have created a free guide for loan officers which covers the following: