So many emails, so little time! What gets opened, what's deleted?

   I have grown up in the direct mail business, started in publishing years ago and worked for Better Homes and Gardens Books. We sold thousands of individual cookbooks, and decorating and crafts as well. I did a pro forma before each mailing (hundreds of thousands of pieces) and projected the response rates. I've worked on hundreds of campaigns from Olympic coins to Bailiwick of Guernesy stamps, to American Express Insurance.  Direct marketing is really a science, and I love it.

   So when our clients started asking for email deployments (or blasts as they're sometimes called, I was excited. Here is a chance to deploy thousands of emails at one time, inexpensively, and get responses almost immediately with actual orders.

    I was soon humbled by the process, because it works great as a retention tool (keeping people who already know you, and have opted for your newsletter or new product descriptions), and really not very well as an acquisition tool.

    Being a direct marketing "scientist" I tested all kinds of things for our clients. We test "From" lines, making sure that it says a person's name, not a company name.

     And, we test ever week, different subject lines. Subject lines can tantalize someone into opening your mail, or not instantly. So you have to test subject lines. We find that the more human the subject line, the more often it is opened. We use email marketing software, Bronto...and it indicated there which list we're using, what the open rate is and how many people responded.

     The copy has to be shorter, to the point and have an offer. For one client, a cookie and gift company, we developed a grid, and changed the products and the offer twice a week.

   So why is this relevant to you, the smart real estate agent?

   Well, it is an opportunity for you to build a bigger community than you ever had, by giving the prospects who visit your website a chance to know you better, receive something of value from you, and hopefully when they are in a buying or selling mode, feel like you're a friend they can trust...and call you.

    So, here are some ideas for your website to begin building that kind of rapport:

     1. Give visitors a chance to "opt in" to one or more of your newsletters, or special offer categories on you website. Maybe one newsletter is for sellers...how to get your home ready for a quick sale, cleaning up the yard for curb appeal, color choices for quick paint fix-ups, and so on

      Buyers may be offered...what to look for in your new home. When should you view the home? Home inspections and why they're important, a fancy tape measure to figure out how the furniture will fit.

   You will then have a databse to begin your email campaign

    2. Always test your email programs. Take half the group and mail them one offer, and the other half another offer. The offer that does best, then should go out to the remainder of the list.

      Each time you mail, offer the opportunity to set up a meeting with you to discuss a property (along with another information offer.

   One real estate agent in Connecticut mails out market trends, what is happening in the community, and 10 tips for  selling your home, etc.

   3. You need to track of the response and your ROI. Email can be relatively inexpensive, and you still need to know how it works to convert leads to prospects to sales.

 Direct marketing is a science and when it works best...you can be in control of the number of people who are coming to you from your direct mail, email programs, and search engines. Good luck ..let me know!