Client Campaign Instructions - The 4Rs of Equity Release
Whether you’re just starting out, or you’ve used marketing collateral before, you can launch your multichannel, lead generation campaign by following these quick and easy steps.
This campaign is designed to reach your clients via:
If you’re just starting out, you might only want to try email exclusively, or direct mail, to give you a better understanding of how these campaigns and give you more time to manage responses.
Either way, the tools are here to help you reach out to new and existing clients.
About the 4Rs of Equity Release
Before we get into the details of how to set up the campaign, we’d like to give you a bit of information about the content itself.
We know that in a higher-rate environment equity release can still be a great way for your clients to meet their later life needs. And in its simplest form, the product can be distilled down to four Rs; Release, Repayment, Remortgage and Reassurance.
Each of these four elements come together to make equity release a sound financial proposition for your clients in today’s financial landscape. So, we think this would make a great campaign for your clients.
To read a full article on the 4 Rs, click here.
Step 1 – Understanding your audience and setting campaign objectives
Know your audience
Make sure your message is relevant to your audience and you have as much data as possible to help you fully personalise your marketing – this will help increase the engagement and your response rate.
Have a clear objective
What are you trying to achieve with your campaign and what do you need to achieve in order to deliver a positive Return on Investment (ROI)? For example, if you typically convert 1 in 3 leads and you need 1 sale to cover your marketing costs, then assuming a 1% response rate you will need to send at least 300 letters/emails for your campaign to succeed.
Make it easy for people to engage
You should also consider the customer journey: what’s the next step once they have received your email or direct mail? If they’re going to your website, is the page they’re landing on fit for purpose? Is it easy for them to get in touch with you or find out more information?
Step 2 - How to deliver your campaign
We’ve created an email for you, so you’re all ready to go. All you need to do is:
- Copy and paste the content into your Outlook, Gmail or other email service provider
- Update the ‘Dear XXXX’ name at the top of the email to the name of your client
- Add your contact number and website address (if you have one) at the bottom of the email under the section – ‘Ready to find out more about equity release?’
- Add the information about your fees in the section – ‘Fee wording’ at the bottom of the email
- Choose a subject line for your email, for example: Could Equity Release be right for you?
- Hit Send!
If you’re planning on doing multiple emails campaigns, you may wish to consider a more sophisticated email marketing service over Outlook or Gmail, as these generally have a smaller storage limit versus a paid for email marketing service like Mailchimp or DotDigital.
If you use an existing email marketing service, such as Mailchimp or DotDigital, simply copy the content into an existing template, then follow steps 2 – 6 above and you’re all set to go!
In simple terms, direct mail just refers to letters that you can send to prospect clients through the post.
As part of this campaign, we’ve created a letter for you to send to your clients. This letter contains content all around the 4 Rs of equity release, how the product can still benefit your clients, as well a handy example explaining interest repayments and the impact they can have.
All you need to do is:
- Add your logo to the top right of the page (instructions of how to do this are on the letter)
- Add the client’s name and address on the left of the letter
- Add your contact information, website address (if you have one) name and title to the bottom of page two
- Add your disclaimer
- Print and post!
Order printed versions
Step 3 - Getting the most out of your campaign
So, at this point you’ve launched your campaign and in an ideal world, the leads would come
rolling in. But, in order to get the most of out any campaign, you need to have a clear follow-
up plan to really optimise the work you’ve done in Step 2.
Here’s some tips for maximising the outcome and achieving your objective/s:
– Client consent: It is important that you have consent when contacting new prospects or existing clients.
–Follow up, follow up, follow up: Make sure that after you hit send or post a letter, you’re
reaching out to those clients and seeing if they have any questions or thoughts on the
material? Don’t leave it just to them to get in touch, be pro-active.
–Review their data: Consider who did and didn’t get in touch, are there any clear themes in
customer types? e.g. the response rate for Direct Mail was higher in clients over 65 – so you
may takeaway that for future communications with them, Direct Mail might be the better
format over email.
Did you see no response in you 70+ client list, what could this mean? Perhaps the
messaging wasn’t quite right for them?t is important that you have consent when contacting new prospects or existing clients
Things you need to consider
– Client consent: Do you have permission to contact them?
–GDPR: General Data Protection Regulation, this is a legal framework in place to keep everyone’s personal data safe. It requires companies to have robust processes in place for handling and storing information. The Data Protection Act 2018 is the UK’s implementation of the General Data Protection Regulation (GDPR), so visit Gov.UK for the core principles – here.
–Compliance Approval: Financial compliance is an essential part of any financial services campaign. Although the facts featured within the campaign have been reviewed by our internal technical team, the compliance responsibility of client communication or interaction sits with the individual adviser or adviser firm who use these resources. Air does not accept any liability over misuse of materials provided.
–Consider if the campaign is right for you or your clients: We touched on this above, but you should consider if this campaign will work for you and your clients. If you’re planning on doing multiple emails campaigns, you may wish to consider a more sophisticated email marketing service over Outlook or Gmail, as these generally have a smaller storage limit versus a paid for email marketing service like Mailchimp or DotDigital.
IMPORTANT: Make sure you have consent when contacting a new prospect or existing client. And it’s crucial to include any fee information or disclosure statement as required by the FCA. Please ensure you check the compliance of these materials yourself or with your compliance team.
Everything you need to get started
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