Mortgage email newsletters are rapidly becoming one of the most popular methods mortgage brokers employ to reach clients and Realtors. But just how effective are email newsletters and what are the benefits of using it?

Recently, the Nielsen Norman Group surveyed the use of email newsletters. Not only did the survey study the use of newsletters as a marketing tool, they also sampled the newsletter recipients to gauge their reaction.

If you think mortgage email newsletters aren't effective or recipients consider them an annoyance, the survey results will surprise you. First, email newsletters are very effective when done correctly. In fact, according to the survey 69% of newsletter subscribers report they look forward to receiving their newsletter. Good newsletters must:

• Contain a subject line that intrigues the reader.
• Inform the reader and contain content that is relevant.
• Be concise and to the point.
• Feature a design that readers can quickly scan the important points.
• Publish on a consistent basis.
• Make it easy for readers to unsubscribe.

Readers report that email newsletters often produce an emotional reaction. Creating an emotional connection is one of the most important aspects of marketing and keeps potential clients coming back for more.

Readers also consistently share their newsletters with friends and colleagues, especially if an article strikes a chord with them. This sharing of information is just one way newsletters provide a strong marketing pull -- for little investment, you can easily double or triple your exposure.

Email newsletters can create a great connection between you and Realtors. When real estate agents receive regular email newsletters, each one helps establish your credibility. You're viewed as a subject matter expert.

Of course, the survey found that some newsletters are more problematic than others. Readers reported they were unhappy with newsletters that offered little information, are sent too often, waste their time, or are unable to unsubscribe from easily. It's one reason we include mortage email newsletters as part of your membership. Each newsletter is crafted specifically for Realtors and shapes their perception of your expertise. Most mortgage newsletters fail because the articles are too generic or concentrate on the things Realtors aren't interested.

In essence, mortgage email newsletters can be a powerful tool for you to reach more potential clients, especially Realtors, over traditional marketing methods. Best of all, they are easy to set up in conjunction with a website. Imagine being able to easily contact real estate agents, with their participation and enthusiasm about receiving your information. Email newsletters are a great way to get your foot in the door.