THE HOME LOAN EXPERT

National Lender Home Loans rebrand, touch points, web, mobile, print & environment In-house designer for all brands, LOs, and cobranded elements

Description

The Home Loan Expert required a comprehensive redesign, both in terms of branding and visual assets. This included creating new materials for all of their programs, updating their social media presence, and creating a Brand Book to guide their overall direction. Additionally, email and CRM design elements were also developed. The result was the creation and distribution of thousands of new assets.

How your marketing emails are sent How we handle cold lists and why

THLE currently employs two servers to send your marketing emails

Tracking

When you send out any email you send from an IP address (internet protocol address).

Each IP has a reputation with the ISP’s (internet service providers). A negative reputation means any that you send from that IP is more likely to go to junk or gets blocked. That includes important business emails and marketing emails alike.

1. Many email clients have preview that automatically downloads images. This could count as an open without the recipient actually opening the email.

2. Recipients that open an email but have images turned off in their email client probably won’t count toward your open rate.

3. Apple’s Mail Privacy Protection (MPP) feature, launched September 2021, effectively disables open tracking for users who have opted into the feature.

4. As list size goes up, the open rate tends fall.

5. Very few lists of reasonable size get above 50% open rate. Do not expect an 80% open rate even from your best warm lists.

6. Use open rates as trend to plan your future campaigns.

your reputation gets bad enough your will get blacklisted. This means all emails incoming and outgoing will be blocked and you won’t get to use your email anymore. this happens it will affect ALL emails on our server. So, anyone sending from @thehomeloanexpert.com email will not be able to send or receive emails.

To avoid this, we use the cold server for cold contacts and purchased lists. We send on rotating IP’s (we change IP’s when our reputation gets low) that are not connected directly to your email but link the replies back to your email. So, the recipient responds>it hits our rotating IP address> from there sends the reply.

no way know for certain. However, we can look at the number of times the link was clicked by the contact. single contact has over 6+ clicks that usually suggests went through some kind of filter. That doesn’t mean the contact never saw and clicked on your click, just means the email went through security.

After every completed campaign we take out the unsubscribes, bad address, bounces etc. The final goal is to switch the cold lists to the warm server after several sends

4. As list size goes up, the open rate tends to fall.

Some

THE HOME LOAN EXPERT Why not send everything on the warm server? The warm server connects directly our domain. we send out cold/purchased lists from the warm server our entire organization will eventually get blacklisted.

FAQs and Concerns

What can expect from cold list? This depends on the quality and source. small locally collected list will perform better than large purchased list. Purchased lists but for cold list response rate is typically 1%-5%. On average the larger your list becomes the open rates and response rates start to decline. this cold list consider changing your creative and trying again. Your cold lists are constantly being cleaned by the email team, however after 5 sends consider switching your cold emails to different list or audience and coming back the list later. didn’t receive any replies. Sending follow up email, call text is recommended. Be sure that your call action was clear. this cold list talk marketing about different approaches. You can also talk marketing about sending test campaign to test the replies. contacted recipient on an email list and they never received the email.

Can we send out mass email to cold contacts on Shape?

No. Shape emails are tied directly to your email. few unsubscribes or undeliverable emails won’t hurt us. However, we make common practice or receive to many bad reputation hits, we will eventually get blacklisted.

Low number of opens or clicks this warm list consider sending text after few days send an small follow up email. Bounces and bad emails are taken out before you receive your report. Calling your warm contacts to make sure you still have their interest/correct contact information also advisable.

Some emails from the open or click log came back undeliverable: blocked when tried reach outthis from TAP list or an organization with inbox security, sometimes the initial email can go through (open or click is triggered) and the organization will block the sender. This rare but sometimes happens. this is warm contact, you need to contact them and request be put on their whitelist.

There are large number of clicks or opens on single contactThe email likely reached the inbox and was forwarded/went through security.

Have them check their junk mail folder. its an organization with extra security the email could also have been quarantined. Have them ask their IT department to check and possible, whitelist your email so doesn’t happen again.

FAQs and Concerns

Expectations

or Marketing- Tracking and averages are more difficult to pin down but for cold list response rate is typically 1%-5%. On average the larger your list becomes the open rates and response rates start decline. Can we send out mass email cold contacts on Shape? No. Shape emails are tied directly your email. few unsubscribes or undeliverable emails won’t hurt us. However, we make common practice receive to many bad reputation hits, we will eventually get blacklisted.

Low number opens or clicks this warm list consider sending text after few days send an small follow up email. Bounces and bad emails are taken out before you receive your report. Calling your warm contacts to make sure you still have their interest/correct contact information is also advisable. this is cold list consider changing your creative and trying again. Your cold lists are constantly being cleaned by the email team, however after sends consider switching your cold emails different list audience and coming back to the list later.

didn’t receive any replies. Sending follow up email, call or text recommended. Be sure that your call action was clear. this cold list talk to marketing about different approaches. You can also talk to marketing about sending test campaign to test the replies.