Great client relationships don’t happen by accident. They’re built through consistent, meaningful contact.
But when you’re deep in lender calls and loan files, follow-up can slip – especially after settlement.
Email marketing for mortgage brokers makes it easy to stay connected, even when you’re busy. A quick check-in. A timely reminder. A message that says, “I haven’t forgotten you.”
Here are five email practices to help you stay close to your clients and grow your business along the way.
#1 Segment your audience
Segmented email campaigns can boost revenue by a whopping 760%, according to the Data & Marketing Association (DMA).
Segmentation means grouping contacts into categories like refinancers, investors, and first-home buyers. This helps you tailor content to where someone is in their mortgage journey, making each message more relevant and effective.
ActivePipe aligns every campaign to borrower type and loan stage, so the right message reaches the right client at the right time with minimal effort from you. It’s one of the easiest ways to make your mortgage broker email list work harder for you.
#2 Personalise content
Segmentation answers who you’re speaking to, while personalisation defines how you talk to them. Both are essential. Without segmentation, your message may hit the wrong person. Without personalisation, it may be ignored.
ActivePipe handles both automatically. It identifies engagement signals, so you know when someone’s active and what to send them. After all, no one wants to receive generic content that doesn’t apply to them.
But don’t worry, you’re not on your own. ActivePipe helps brokers deliver professional content on market insights, legislative alerts, money-saving tips, infographics and much more.
#3 Automate essential campaigns
You don’t have time to write and send every email. And when things get busy, follow-up often falls through the cracks.
ActivePipe keeps you visible, even when you’re flat out. It automates post-settlement check-ins at the 1, 2, and 3-year mark, so your clients hear from you before they start shopping around.
You can also trigger refinance alerts as fixed rates expire, and send timely campaigns that align with life events, like investment loan options, when a client is ready to grow their portfolio.
#4 Become their trusted mortgage expert
Your clients and leads are hearing all kinds of conflicting mortgage advice from social media and Google searches while you — the actual expert — aren’t in their inbox.
This is exactly what ActivePipe newsletters cover every month. Real, current insights your leads can’t get anywhere else — delivered in your name, building your authority as their trusted broker.
#5 Measure and optimise
Even a great strategy can underperform if no one’s looking at the numbers.
Start by tracking the basics, such as open rates, click-throughs, and unsubscribes. These simple signals reveal what’s working, what’s being ignored, and where to make small but impactful tweaks.
The goal isn’t flawless campaigns, just smarter ones. Test subject lines, adjust send times, refine the message, and small changes will compound over time.
ActivePipe provides detailed campaign reports that show which content drives the most engagement and which clients are most engaged. It highlights high-intent contacts in real time, so you know who to call, when to reach out, and what to say. That means higher conversions, less time wasted, and more wins from your existing database.
Email marketing works, but only when it’s done right
Mortgage broker email marketing should not be underestimated. It is one of the most powerful tools you can use to stay visible and build meaningful relationships.
But it only works if it’s consistent, targeted, and easy to execute. You’re protecting your pipeline and strengthening your brand by having the right tools and a simple framework to follow.
