1 MyMortgageHostMyMortgageHost CRM/Databasing Call October 4, 2007 “HOLIDAY CRM TIPS & STRATEGIES” Presented by Eric Risley, Wayne Hohler: Aclient Software Systems

MyMortgageHost ~ Managing details. Delivering results. 2 HOLIDAY CRM TIPS & STRATEGIES IT’S OCTOBER: Calendar Year End is Right Around the Corner and Here Come The Holidays!

MyMortgageHost ~ Managing details. Delivering results. 3 HOLIDAY CRM TIPS & STRATEGIES IT’S OCTOBER: Review your Late November – December Marketing Strategies NOW… NOT when the holiday season STARTS (Official start – Black Friday, the day after Thanksgiving. Reality - Holiday marketing starts Oct 31 or sooner)

MyMortgageHost ~ Managing details. Delivering results. 4 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. Your clients and subscribers to your campaigns are about to be bombarded with s from marketers and competitors.

MyMortgageHost ~ Managing details. Delivering results. 5 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. Whether you do holiday marketing or not, you WILL be affected by it. In 2006 it is estimated that holiday-season marketing ing increased 47%.

MyMortgageHost ~ Managing details. Delivering results. 6 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. From a 2006 post-holiday survey: “Consumers still love , but overall it didn’t provide great value this holiday season. Respondents complain that they get more junk and spam than ever, that they get more from PERMISSION MARKETERS (emphasis mine) and that the volume of they have to plow through to get to what they want to read is reaching unmanageable proportions. This year [2006] 15% more consumers than last year say they either ignored the additional s or – worse! – took actions negative to the [sender] … like unsubscribing or complaining …” - ReturnPath

MyMortgageHost ~ Managing details. Delivering results. 7 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. So, how do we get our recipients to open and read OUR mailings? The answer is really dependent on: 1. 1.How well you have marketed to your marketing list throughout the year How well you understand the additional obstacles to a successful holiday campaign

MyMortgageHost ~ Managing details. Delivering results. 8 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. REMEMBER: recipients have a higher frustration level with and file more spam complaints over the holiday-season.

MyMortgageHost ~ Managing details. Delivering results. 9 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. REMEMBER: What is most important to the consumer in the decision to open, delete, or complain about an . Lets take a look at those factors…

MyMortgageHost ~ Managing details. Delivering results. 10 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. Factors critical to the decision to open or discard an   Know and trust the sender (60.6%)   Previously opened and thought valuable (47.7%)   Subject Line (42.9%)   Only open the s I normally read (32.7%)   Discount (25%) ReturnPath Survey 2005

MyMortgageHost ~ Managing details. Delivering results. 11 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. Factors critical to the decision to open or discard an   Preview window caught my attention (22.3%)   Company doesn’t send me much (11.3%)   Looked like something I have received by postal mail (10%) ReturnPath Survey 2005

MyMortgageHost ~ Managing details. Delivering results. 12 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. How consumers dealt with the increase of s over the holiday season (2005):   I just deleted the additional s (68% - up 7.9% from 2004)   I reported the sender as a spammer (33.6% - up 10.2% from 2004)   I unsubscribed from the excess s (30.5% - up 3.4% from 2004) ReturnPath Survey 2005

MyMortgageHost ~ Managing details. Delivering results. 13 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. How consumers dealt with the increase of s over the holiday season (2005):   There was no impact (19.3% - down 9% from 2004)   I spent more time with overall (9.9% - up 1.1% from 2004)   I spent less time with each (9.1% - up 1.4% from 2004) ReturnPath Survey 2005

MyMortgageHost ~ Managing details. Delivering results. 14 HOLIDAY CRM TIPS & STRATEGIES Time to be on Top of your Marketing Game. LET’S TAKE A LOOK AT SOME DO’S AND DON’TS TO GET YOUR CAMPAIGNS OPENED AND READ!

MyMortgageHost ~ Managing details. Delivering results. 15 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DON’T INCREASE FREQUENCY OF MAILINGS Since your customers are getting so much more in November and December, will additional s from you help ensure at least some will get through? No! I No! It may make them think you are a spammer though…

MyMortgageHost ~ Managing details. Delivering results. 16 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO KEEP YOUR MESSAGE SHORT Just about everyone is in a rush during the holiday season. Your copy needs to be concise and easy to read, or it will go unread and deleted.

MyMortgageHost ~ Managing details. Delivering results. 17 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DON’T WAIT The eight biggest volume days of 2006 occurred in the weeks before Christmas, starting on Cyber Monday (the first Monday after Thanksgiving) and subsequent “Echo Mondays” leading up to Christmas. Get your message out early, BEFORE the onslaught!

MyMortgageHost ~ Managing details. Delivering results. 18 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO ADHERE TO YOUR REGULAR SCHEDULE AND POLICIES Customers have redefined their definition of spam as “any I don’t want”. Don’t alter your message form, message purpose, subject lines, or branding!

MyMortgageHost ~ Managing details. Delivering results. 19 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO ADHERE TO YOUR REGULAR SCHEDULE AND POLICIES (continued) DO ADHERE TO YOUR REGULAR SCHEDULE AND POLICIES (continued) Make “year-end” materials part of your regular client retention campaigns, with compelling offers or useful information.

MyMortgageHost ~ Managing details. Delivering results. 20 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO REMEMBER THE BASICS Make sure your From: line identifies you or your “brand”. Make sure the Subject Line is Interesting Use Unsubscribes and OPT-IN reminders

MyMortgageHost ~ Managing details. Delivering results. 21 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DON’T USE SPAM-LIKE TACTICS IN THE FROM LINE, SUBJECT OR CONTENT DO NOT USE ALL CAPS!!! Do not use excessive punctuation!!!!!!!! Do not use excessive “click here” links, $$$$ signs, or other symbols. NO misleading Subject lines (CANN-SPAM) Avoid words like “free”, “guarantee”, and unfortunately “mortgage” to keep from being filtered.

MyMortgageHost ~ Managing details. Delivering results. 22 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO MAKE THE MESSAGE PERSONAL DO MAKE THE MESSAGE PERSONAL Research shows people read more often when it is personalized or addresses specifically to them in the content. YOU THEM

MyMortgageHost ~ Managing details. Delivering results. 23 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO SIMULTANEOUS MULTIPLE METHOD MARKETING DO SIMULTANEOUS MULTIPLE METHOD MARKETING Consider using a postal mailing with your branding prior to an campaign and newsletter distribution. Consistent Branding is key!

MyMortgageHost ~ Managing details. Delivering results. 24 HOLIDAY CRM TIPS & STRATEGIES Do’s and Don’ts for getting your message through: DO SEND A PROMOTION-FREE HOLIDAY COMMUNICATION DO SEND A PROMOTION-FREE HOLIDAY COMMUNICATION Your prospects and customers will appreciate getting a “no sales pitch” from you, especially if you are also taking the time to say “Thank You” in your communication. PERSONALIZE

MyMortgageHost ~ Managing details. Delivering results. 25Questions?Questions?  Feel Free To Ask Questions!  Highly technical or specific questions you may have after this presentation or prefer to ask outside this forum, please contact us at: Eric Risley / Wayne Hohler Eric Risley / Wayne Hohler Tel: (800) Tel: (800)

26 MyMortgageHostMyMortgageHost Managing details. Delivering results.