User Guide Document Title Marketing Management User Guide
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Marketing Management in LoanEngage helps you stay engaged with timely, relevant multichannel marketing communications to the right audience at the right time throughout the loan lifecycle. You can send emails as needed (i.e. ad-hoc) or create marketing programs ahead of time and let the system do the work (i.e. drip campaigns). Whether ad-hoc or drip campaign, you can successfully communicate with your borrowers and partners to increase new business, support the loan process, and improve the customer experience. Marketing Management in LoanEngage includes the following functionality: Marketing Events Ad-hoc Emails Over 60 pre-branded mobile-optimized templates that can be used on demand, allowing you to put best practice communication and touchpoints into action (e.g., checklists, etc.). Marketing Programs Automated Drip Campaigns Keep new leads warm and current clients engaged by automating preset, drip email campaigns each with 5 emails included in the series. Enforce consistency, best practices, and compliance with professionally designed and corporate-approved messages. Marketing Events and Program Analytics Real-time reporting tracks email performance and interactions, making it easy to measure success, fine tune communications and timing, and optimize conversion rates. Let s take a look at Marketing Management in LoanEngage. Select the Menu tab, and click Marketing. Marketing takes the user to the Marketing Management Manage Events page in LoanEngage. The Manage Events page allows the user to view, create, send, and manage Marketing email Events and Programs. First, we ll review how to work with individual email Events in either a grid or table view.
The grid view contains thumbnail images of the user s most recently used emails, sorted by time sent or scheduled to send. The grid will show up to eight thumbnails on the page, and contains pagination below the thumbnails. The user can click on any of the thumbnails for details about that email event, including list criteria and recipients. Above the thumbnails you ll find a time frame selection dropdown to allow filtering of results from Today through All Time. Next to it appears a search bar to quickly find specific emails or campaigns.
In addition to a grid view, there is also a table view, which displays information about each email event at-a-glance, including Delivery Rate, Open Rate, and Click Rate. On the Manage Events page below both the grid and table view, the user will find the Total Event Activity panel. This panel shows statistics about the email events scheduled within the timeframe selected in the timeframe dropdown at the top of the page. Total Event Activity displays a number of handy statistics including Total emails sent, Open Rate, Bounce Rate, and Unsubscribes.
To create a new email from scratch the user selects New Event, or can choose Clone to create a new email as a copy of the selected email. Clicking the New Event button brings the user to the New Event page. This page presents the user with a basic, three step process for creating a new email event. The three steps a user follows is to choose: What to send. Who to send it to. And when to send it. The Email Template dropdown allows the user to select an email template for the email Event. Once a template is selected, a preview image is displayed in the right-hand side of the page. If a template does not have a preview, then no preview available will appear.
The user selects the recipients for the email by defining a new filter criteria, much like how lists and reports are created in other parts of LoanEngage, or they can select a saved filter. A list of saved filters can be selected from the Saved Filters dropdown. A new filter criteria can be created by selecting fields and standard operators from the dropdown list. Once a set of criteria has been created or selected, the user can click Generate List to see the resulting list of recipients.
If a user wishes to save the criteria to use again later, they may save the filter criteria by clicking Save or Save As. Once the template and recipients are selected, clicking Next Step brings the user to the Confirm and Send page.
Here the user sees a summary of the email including the filter criteria and number of recipients. Clicking Send will initiate the Event, and send it immediately. A scheduling feature is coming in future releases.
Users can leverage preset templates in LoanEngage to send drip email campaigns based on multiple loan scenarios to any of their leads. LoanEngage makes it easy to select the templates, recipients and apply/save favorite filters. To create a new email drip campaign, or to clone or modify an existing one, the user selects Programs from the Manage Events page. After being set up by the system administrator, the Marketing Programs page displays available thumbnails with the drip email campaigns available to the user. In the example below, the two preset Programs include five emails each, as indicated by the number 5 in the lower right corner of the thumbnail. The user can preview the email Program and the individual emails in the series by clicking on the Program title. The following emails are available to use in the First Time Buyers Drip Program; Reasons to Buy, Learn More about Your Credit Score, What to Do When Buying a Home, Important Facts about Rates, The Value of a Preapproval. The following emails are available to use in the Refinance Drip Program; It s Time for a Mortgage Review, Score a Lower Interest Rate, Time for a Renovation, What to Do When Refinancing, Opportunity Keeps Knocking. After clicking on the Program title, the user can see the Program sequence and preview each email individually by clicking on the hyperlink below the thumbnail. The user also sees the time sequence of the Program based on the prior email (e.g., an email drip campaign sent over a two week period, with 5 days in between delivery).
If any filters were saved they can be viewed here as well. Also from here the user can edit the filters, or create a new Program (note: only admins can delete). The user can select an existing email Program from the Manage Events page by selecting the Programs and Templates dropdown (see below). Once selected a preview of the email image will appear to the right-hand side of the page. Users can also clone a Program from here.
After the template is selected, the user can select the recipients for the email by defining a new filter criteria or they can select a saved filter. In the example below, All New Leads is selected from the saved filter list. By clicking Next Step, the user will receive a summary of the email Program, similar to New Events, including the filter criteria, number of recipients, as well as the Drip Campaign Flow. LoanEngage will ask the user to confirm if they wish to send the first email in the series to receipts to start the Program.
An administrator can create a new drip email campaign from the Marketing Programs page by clicking New Program in the Administrator view. After clicking New Program, the administrator can select the templates, filters, and sequence of the drip campaign.
Fields and Operators can be viewed and selected here from the dropdowns. By clicking the plus sign, an administrator can quickly build a new drip campaign for users to use. The administrator can select from over 60 possible email templates to use to build drip campaigns. Here the administrator can see a preview of the email, and easily input the sequence and number of days between email sends. Only administrators have permission to set up and send email drip campaigns.
When a database has Marketing Events enabled, Email Performance is replaced with the new Most Recent Marketing Events panel. The panel contains the standard time-frame drop down menu, mouse-over tool tips, as well as a new button to take users directly to the Marketing Management page. Most Recent Marketing Events shows the user their five most recent (by scheduled date) Marketing Events along with Delivered, Opened, and Click metrics.
Users can use Marketing Management to view and edit their Marketing Events no matter where they are. Laptops and tablets will offer the same full featured experience as a desktop machine. From a smartphone, the user will be able view their recent events, along with details and metrics. However, because of the potential for mistakes, users will not be allowed to actually set up or edit Events from a smartphone. Mobile Responsive design automatically auto-configures, reformates tables, and serves up new page headers and menus correctly for the device it s being viewed from.