I’ve spent the last four-plus years running Salesforce Marketing Cloud for a national mortgage lender — writing the copy, coding the templates, and building the SQL, AMPScript, and journeys underneath them. Every email below was sent to real audiences. The numbers are real too.
Every message below opens as live HTML the way a recipient saw it, with a mobile toggle and, for the dynamic sends, the AMPScript that powered them. Merge fields show sample data.
Every send from the Marketing Cloud instance I administered, by program type. For context, financial-services email typically opens in the mid-20s.
| Program | Sends | Open rate | CTR | Click-to-open | Unsub |
|---|---|---|---|---|---|
| B2B — partners & recruiting | 1,176,577 | 49.6% | 2.7% | 5.4% | 0.64% |
| of which: LO & broker recruiting | 244,267 | 36.9% | 1.7% | 4.6% | 0.56% |
| B2C — borrowers & leads | 1,149,979 | 50.9% | 1.8% | 3.4% | 0.77% |
| Internal communications | 529,044 | 45.6% | 7.9% | 13.3% | 0.03% |
Source: Salesforce Marketing Cloud send & engagement data, 2023–2026. Recruiting sends go to cold external prospect lists; borrower and partner programs are opted-in, warmer audiences.
| Campaign | Sends | Open rate | CTR | Click-to-open | Unsub |
|---|---|---|---|---|---|
| Borrower Market Update · B2C | 730,268 | 49.4% | 1.1% | 1.8% | 0.63% |
| Agent Market Update · B2B | 427,649 | 54.6% | 1.6% | 2.9% | 0.58% |
| Weekend Warrior · B2B | 290,897 | 51.5% | 2.3% | — | 0.61% |
| Refinance Opportunities · B2C | 231,872 | 53.4% | 1.9% | — | 0.51% |
| Play of the Day · Internal, daily | 114,581 | 42.4% | 6.2% | 17.9% | — |
| Past Client Newsletter · B2C | 74,798 | 47.1% | 1.8% | 2.5% | 0.58% |
A website lead fills out the pre-approval form; this journey keeps them warm until their Loan Originator takes over — a 4-way loan-type split, path-specific education, and a dynamic LO handoff.
READ THE CASE STUDY →SQL-fed entry from Meta ads and a pricing calculator, Einstein Send Time Optimization, conversion checks after every send, and an evergreen nurture list for everyone who doesn’t convert.
READ THE CASE STUDY →The query behind the Refinance Opportunities campaign: seven Salesforce objects joined into one Data Extension, a window function that keeps each client’s latest loan, and the AMPScript sender profile the output powers.
READ THE CASE STUDY →SEO/AEO web copy, consumer education, executive comms, press releases, and the recruiting pages that bring loan officers and brokers onto the platform — written solo or alongside a small marketing team. These link out to the live UMortgage site; UMortgage was acquired in 2026, so I can’t promise how long they stay up. Award recognition earned during my time there includes the 2024 Inc. 5000 (#88), HousingWire Vanguard ‘24, HousingWire Insiders ‘23 & ‘24, HousingWire Marketing Leaders ‘23, MPA Elite Women ‘24, and Inman Best of Finance ‘24.
A step-by-step guide explaining each page of a mortgage Loan Estimate to help buyers spot hidden fees.
READ IT →Explains the VA's 2026 rule changes to Minimum Property Requirements on paint and outbuildings, plus a full MPR checklist for veteran buyers.
READ IT →A news-analysis piece on how 2025 tariffs could raise home construction costs while pulling mortgage rates down via bond markets.
READ IT →Explains how mortgage discount points work, how to spot them on a Loan Estimate, and when paying them does or doesn't make financial sense.
READ IT →A guide for homeowners on using home equity, HELOCs, bridge loans, and sale contingencies to buy their next home before or while selling.
READ IT →Advice for buyers and agents on using local market expertise, economic literacy, and niche specialization to navigate market shifts.
READ IT →Breaks down the 2024 NAR commission-lawsuit settlement's rule changes and their separate effects on agents, homebuyers, and loan officers.
READ IT →A consumer-safety guide detailing how mortgage closing wire-fraud scams work and concrete steps buyers can take to avoid and respond to them.
READ IT →Announces two new Tempo CRM features letting loan originators centralize contacts and bulk-import legacy client and pipeline data.
READ IT →Reports UMortgage's Tempo CRM platform was named to HousingWire's 2026 Tech100 Mortgage list, citing usage and production growth.
READ IT →Recaps UMortgage's 2025 performance, Tempo product releases, industry awards, and priorities heading into 2026.
READ IT →Announces UMortgage's second consecutive Inc. 5000 ranking, detailing revenue growth, loan volume, and productivity gains.
READ IT →Profiles a UMortgage branch manager's launch of EmpowHERed, a community and podcast supporting women in mortgage lending.
READ IT →Announces the nation’s top-ranked VA loan originator joining UMortgage to lead its new Military Lending Division.
READ IT →Q&A profile of a UMortgage loan officer detailing the coaching, networking, and tech habits behind his first-year 100-deal milestone.
READ IT →Timeline recap of a National Director of Military Lending's first six months, covering VA loan growth and media appearances.
READ IT →How UMortgage loan originators used multi-lender access and products like 2-1 buydowns to keep closing volume up during a high-rate 2022 market.
READ IT →The company's homepage promoting its local loan officer network, mortgage calculators, market updates, and customer testimonials.
READ IT →Product page explaining the conventional 30-year fixed mortgage, eligibility requirements, and how it compares to FHA and ARM loans.
READ IT →Product page explaining the rate-and-term refinance option and comparing it to cash-out refinancing and FHA streamline refinancing.
READ IT →Product page describing the FHA 203(k) renovation loan for fixer-upper purchases, covering eligibility and the application process.
READ IT →Product page describing a loan for independent contractors and gig workers who qualify using 1099 income instead of tax returns.
READ IT →Product page describing the DSCR loan, which qualifies real estate investors based on a property's rental income rather than personal income.
READ IT →Registration page for a live training teaching loan officers how to use AI chat tools to generate mortgage referrals.
READ IT →A rotating real-estate-agent-partner training series; the live topic covers spotting and preventing the financing surprises that kill deals near closing.
READ IT →Weekly training invite page listing live sales huddle sessions on topics like HELOC products and preventing deal fallout.
READ IT →The GoBroker recruiting page laying out compensation, flat-fee structure, lender marketplace, and an interactive loan-pricing calculator.
READ IT →