Email Engagement Data: Why It Matters in the Mortgage Industry

August 7, 2025

With branded email signatures, email ad campaigns, and now email engagement data, many top lenders and mortgage companies today are using a particular channel to differentiate their firm, enable agents and brokers to be trusted resources, and accommodate buyers in all stages.

That’s right, we’re talking about email. And not the newsletter type of email to a subscriber list. We mean the emails you and your team send every day out of Outlook or Gmail. Those one-to-one or one-to-few emails to home buyers and other mortgage professionals as introductions are being made and contracts are being finalized.

The Impact of Email in the Mortgage Industry

Mortgage brokers and lenders, real estate agents, and home buyers all use email to stay connected throughout a purchase process. It’s how most clients communicate with brokers and how most home buyers expect to be communicated with in return. It is the only channel that takes center stage as the process moves closer to purchase. Here are a few reasons why:

Everyone involved in the home buying process is engaged over the same email thread, reviewing resources, providing documentation, and scheduling next steps.
More so than in-person interactions or phone conversations, email provides documentation. Threads between home buyers and other mortgage professionals can be an ongoing record of what has been said, when it was said, and who said it.
It’s vital to coordinating final steps, contract details, and overall deal closing.

This is why every email sent by lenders, brokers, and mortgage companies should be used as an opportunity to provide value and strategically plan next steps.

How To Be Strategic With Email Engagement Data

Knowledge is power in the mortgage industry today and the more teams know about home buyers’ behavior, the better they can plan their next move. Email tracking, insights, and analytics help your team know who to talk to, when to follow up, and what to say. It can answer important questions like:

Did the potential client open the email?
What time did they interact with it?
Which links did they click on?
Did they watch video content or view attachments and for how long?

When using email engagement data, each interaction can lead to the right next steps. It bridges the gap between outreach and follow-up, and empowers teams with deeper visibility into the buyer’s journey. Here are a few features mortgage professionals use today:

Live email replay showing how email recipients interact with content.
Buyer intent signals that track opens, clicks, and PDF downloads.
Multi-recipient engagement tracking that shows who all engaged with an email.
Seamless CRM integration.

Examples and Use Cases

Real-Time Engagement Insights

Feature: Track opens, clicks, link interactions, attachment views, and even time spent on specific content.
Benefit: Gain real-time visibility into what content resonates most with potential home buyers.
Use Case: If the email recipient clicks on a budget planning guide and spends a lot of time viewing the PDF, you know they’re at least thinking about a future purchase. Then you can follow up with more helpful resources and keep the momentum going. However, if they click on reviews or ratings, they could be evaluating competitors and comparing options. So it might be time to follow up with a case study or customer testimonials.

Sales Tracking and Email Replay

Feature: Replay how recipients interacted with emails to understand buying behaviors – from clicks to attachment views.
Benefit: Use this information to optimize future outreach and content strategies.
Use Case: If a potential client has yet to open an email or spend much time reading it, sit back and be patient. But if clicks and attachment views skyrocket, you know it’s time to circle back soon and maybe even jump on a quick call.

Multi-Recipient Engagement Tracking

Feature: Track the primary recipient of an email and everyone else who might be CC’d.
Benefit: Identify if others are helping or influencing the home buying process.
Use Case: Let’s say the primary recipient clicks on a guide or helpful tool and doesn’t spend too much time viewing the PDF. Interest may be there, but it’s still a moderate to low intent signal. But if a CC’d recipient clicks multiple times on reviews or customer testimonials, it’s time to adjust your follow-up accordingly. While you may just check in with the primary recipient, you could also pass along a case study or credible certification for their partner to see.

More Email Engagement Data Resources

Email is the most important channel in the mortgage industry – are you doing enough to make the most of it? It’s time to better understand home buyers, deliver a better home buying experience, and win more. This channel, along with Email Insights & Analytics, can help you and your team do all of that and more. Check out any of these resources below to explore more features and use cases.