Develop more valuable connections to your prospects with a well-written and optimized newsletter.
Are you looking to ramp up the marketing of your small agency? If so, consider making an email newsletter part of your toolkit. It may be tempting, especially these days, to think that email is no longer effective. Guess again. According to recent data, email marketing has an average ROI of $42 for every dollar spent. 80 percent of professionals say email is an effective tool for customer acquisition and retention.[i] Get started with your newsletter marketing and start building sustainable demand by implementing the following best practices.
Subject Lines are Key
It is hard to overstate the importance of your email’s subject line, as prospects need to open your email before they can read it. The subject line is essentially your best opportunity to sell the reader on your email’s contents, so you need to make it count. Some main points to remember are to keep your subject lines short, convey the email’s main point or thesis, and avoid using characters like excessive exclamation points, which increase the possibility of your email getting stuck in a spam filter.
Emphasize Your Value Proposition
With any marketing strategy, it’s critical to make it primarily about the customer, not your business. The same idea holds true for your newsletter content. People will open and read your newsletter only if they understand there is something in it for them. Think about how you can deliver content that is exclusive, educational and actionable. For instance, your agency could put together a helpful video explaining how consumers can help keep their escrow funds safe from scammers and include it in your newsletter. You could even solicit participation from your audience, asking them to submit their own topics to be covered in a future newsletter.
Optimize for Readability
Having strong content is only one-half of the equation; you also need to ensure that your newsletter is laid out in an aesthetically pleasing way. Keep your sentences and paragraphs short. Use strong, active verbs. Whatever you do, do not neglect including images. Nothing will turn readers off quicker than encountering walls of text within the body of an email. Many email marketing platforms now include free graphics that you can easily insert into your newsletter, and several sites offer stock photography either for free or at a relatively low cost.
Stick to a Schedule
Amidst all the other responsibilities that come with running an agency, making sure that your newsletter goes out at roughly the same time can seem challenging. Yet it is important to prioritize consistency if you are going to maximize your readership. Sending your newsletter at the same time will make it feel more professional, and it will also help you stick out in your recipients’ crowded inboxes.
Toward More Meaningful Customer Relationships
The marketing landscape is growing ever more complicated, with marketers having access to a variety of different channels and technology. But sometimes tried-and-true methods remain the way to go. Despite being decades old, email is still a viable marketing method that belongs in your arsenal. And when executed correctly, an email newsletter can help you build more meaningful and valuable customer relationships.
The American Land Title Association issued its Title Insurance and Settlement Company Best Practices to protect consumers, which pertain to seven operational areas. Best Practices is a voluntary tool designed to help title companies demonstrate the safeguards they have in place to ensure closing activities meet all applicable laws and regulations.
1. Licensing: Establish and maintain current license(s) as required to conduct the business of title insurance and settlement services.
Purpose: Maintaining state mandated insurance licenses and corporate registrations (as applicable) ensures that the company remains in good standing with the state.
2. Escrow / Trust Accounting: Adopt and maintain appropriate written procedures and controls for Escrow Trust Accounts allowing for electronic verification of reconciliation.
Purpose: Appropriate and effective escrow controls and staff training help title and settlement companies meet client and legal requirements for the safeguarding of client funds. These procedures ensure accuracy and minimize the exposure to loss of client funds. Settlement companies may engage outside contractors to conduct segregation of trust accounting duties.
3. Privacy + Information Security: Adopt and maintain a written privacy and information security plan to protect Non-public Personal Information as required by local, state and federal law.
Purpose: Federal and state laws (including the Gramm-Leach-Bliley Act) require title companies to develop a written information security program that describes their procedures to protect non-public customer information. The program must be appropriate to the company’s size and complexity, the nature and scope of the company’s activities, and the sensitivity of the customer information the company handles. A company evaluates and adjusts its program in light of relevant circumstances, including changes in the firm’s business or operations, or the results of security testing and monitoring.
4. Document Recordation / Title + Settlement Pricing: Adopt standard real estate settlement procedures and policies that ensure compliance with Federal and State Consumer Financial Laws as applicable.01/02/2013
Purpose: Adopting appropriate policies and conducting ongoing employee training can ensure that a real estate settlement company can meet state, federal and contractual obligations governing the settlement process and provide a safe and compliant settlement.
5. Title Policy Production / Premium Remittance: Adopt and maintain written procedures related to title policy production, delivery, reporting and premium remittance.
Purpose: Appropriate procedures for the production, delivery and remittance of title insurance policies ensures title companies meet their legal and contractual obligations.
6. Professional Liablity Insurance + Fidelity Coverage: Maintain appropriate professional liability insurance and fidelity coverage.
Purpose: Appropriate levels of professional liability (errors and omissions insurance) ensure that title agencies and settlement companies have the financial capacity to stand behind their professional services. In addition, state law and contractual obligations may require a company to maintain fidelity bond and surety bond policies with prescribed minimum amounts of coverage.
7. Consumer Complaints: Adopt and maintain procedures for resolving consumer complaints.
Purpose: A process for receiving and addressing consumer complaints is important to ensure that any instances of poor service or non-compliance do not go undiscovered.
