Monthly emails and assorted assets for Guaranteed Rate Companies' mass acquisition campaigns. Focusing on current trends and topics in the mortgage industry, each month targets three audiences—customers who have used Guaranteed Rate’s services, prospective customers and real estate agent partners. Each spotlight is designed to re-frame complicated topics and distill them into easily relatable, understandable and shareable content. Throughout the course of 2020 over five million emails were delivered, averaging a unique open rate of 23%.
I direct, design and code creative for all assets each month. Nine emails are created per month, as well as individualized assets (postcards, flyers, social posts, one-off emails) that can be utilized by Guaranteed Rate Companies loan officers are created based on the spotlights within each email. The content for the mass emails is modified to specifically target each audience and links are tracked through the use of UTMs.
These assets allow Guaranteed Rate Companies to stay current and top-of-mind with the audiences they serve. The emails promote traffic to each company's Knowledge Center blog which allows people to not only learn more about a wide range of topics, but to connect with a loan officer to help them throughout their homebuying journey.