Your database is full of people who will need a mortgage again — renewals alone guarantee it. The average broker’s email program treats them all identically: a monthly newsletter with a soup recipe. Here’s the version that produces files.
Segment by event, not by month
- Renewal countdown: touches at 12, 6, and 4 months before maturity. The 6-month email is the money email — early enough to shop, close enough to feel real.
- Rate events: when the Bank of Canada moves, your clients hear about it from the news within hours. The broker who explains what it means for them that same day owns the conversation. Watch the announcement schedule — it’s published a year ahead; there’s no excuse to be surprised.
- Annual review: one personal-feeling email on the funding anniversary. Low volume, absurdly high reply rate.
The CASL part everyone skips
Canada’s anti-spam law is not a formality — penalties are real, and mortgage professionals are exactly the kind of visible target regulators like. Know your consent basis for every address in the list (express vs. implied, and implied consent from a business relationship expires), keep records, and make unsubscribing instant. The CRTC’s CASL pages cover the rules in plain language. Compliance isn’t the enemy of results; lists cleaned to genuinely-consenting humans get better deliverability and better replies.
Write like you text. Four sentences beat four hundred words. And sign it with your name, because the whole point of a broker over a bank is that there’s a person on the other end.