Most mortgage brokers we work with say one of two things about email marketing
Either: “I know I should be doing it. I just never get round to it.”
Or: “I tried it. Didn’t really get anything from it.”
Both are fixable.
But they’re usually caused by the same three problems.
Problem 1: Your emails aren’t even landing in the inbox.
Before you worry about what to write, you need to know about deliverability.
It’s the part nobody talks about, and it’s quietly killing a lot of broker emails.
Every time you send, your email provider gives you a score.
Too many bad sends and your emails go straight to junk for everyone on your list, including the people who actually want to hear from you.
You won’t even know it’s happening.
The biggest culprits: sending from your company email software, mailing people who haven’t opened anything in over a year, and using words like “FREE”, “Guaranteed”, or “Act Now” in your subject line.
Think of it like a credit score for your email. Once it drops, it takes time to recover.
You need to be using email marketing software like MailChimp
Problem 2: Your subject lines are losing before anyone opens the email.
47% of people decide whether to open an email based on the subject line alone.
So “Monthly Newsletter, March 2026” isn’t doing you any favours.
Neither is “Important Update from Smiths Mortgages.”
What actually works is curiosity. A hook. Something that doesn’t give it all away.
Compare these two:
“Monthly Newsletter, March 2026” ❌
“The bank said no. Here’s what we did.” ✅
Same email. Completely different open rate.
Problem 3: You haven’t got a system.
Most brokers send an email when they remember, go quiet for two months, then feel guilty and send again.
That inconsistency is what breaks the relationship with your list.
The fix is a simple framework called A.C.E.
A is for Anchor.
A monthly email that keeps you front of mind, builds trust, and shows you know your market.
Done consistently, this is what keeps past clients coming back and referring people to you.
C is for Connect.
A storytelling email.
This is your most powerful type.
The story doesn’t have to be about mortgages.
It can be about your kids, something you saw in the news, a brand you’ve been thinking about.
The skill is in connecting the story to your reader’s world, and then naturally introducing your service as the next step.
No hard sell needed.
E is for Execute.
A short sequence of emails that builds toward one outcome: getting the appointment.
Together, these three email types cover the full relationship.
Keeping existing clients warm.
Warming up cold leads.
And generating new appointments without spending anything on ads.
If you want the full breakdown, including the exact template we use for the monthly Anchor email, the storytelling structure that makes the Connect email so effective, and a ready-made ChatGPT prompt that writes your story email for you in minutes, it’s all inside the Learning Lab.
[Join the Learning Lab here →]
Chris