Sales and marketing professionals love technology and innovation, especially when it comes to working "smarter" and being able to accomplish things quickly, easily and by the click of a mouse. E-mail blasts have long been a popular tool of marketing communication due to the ease, simplicity and, of course, inexpensiveness of creating and launching a campaign. Because they are generally less costly than print campaigns and usually faster than direct letters, postcards or printed newsletters, it's no wonder that people use them so often to communicate with their prospects and clients.
However, measuring the success of an e-mail blast campaign can sometimes be a bit trickier than gauging the success of its printed counterparts. Most e-mail campaign programs offer easy-to-read metrics after each launch that will tell you exactly how many e-mails were opened, who requested to unsubscibe and which links were clicked and by whom. Of course, the higher the amount of open e-mails and the larger the click-through rate, the more successful your campaign was. Paying close attention to these metrics will give you a good overview of what seemed to work, what didn't and who on your contact list is most interested in your e-mails - All excellent information to know for the next campaign and when reaching out to prospects and clients!
Other important facets of a good e-mail campaign should include attention to:
- The subject line. The subject line should grab readers' attention with a line that both stands out and is relevant to them. Whether you choose to go the extra mile and personalize the subject line with the reader's name or not, enticing them to open the e-mail is the first goal.
- The sender name. Always use your full name when sending an e-mail campaign to your contact list. Not only is this professional but it will also help readers to recognize your name and feel more comfortable in opening your e-mail. To go even further, our Real Estate Virtual Assistant team recommends using your full name and your company name in the "From" section, so there is no confusion as to who you are and why you're sending them e-mail. For example: "John Smith | XYZ Realty, Inc."
- The content. E-mail campaigns are generally supposed to be concise, to the point and impactful. Ensure that the purpose of your e-mail is clearly stated at the beginning, or you may risk people mistaking you for a spammer. Don't write lines and lines of intricate copy as most readers quickly glance through their e-mail and won't take the time to read several paragraphs of content. Use bullets or an infographic to break up the text and make it easier for those quickly scanning to digest.
Our Real Estate Virtual Assistant team are pros at building and executing successful e-mail campaigns. We have assisted many clients in revamping, rewriting and recreating their regularly scheduled e-mail blasts to much success. Whether you're a beginner to the ins and outs of e-mail marketing or you're a seasoned pro that just doesn't have the time, contact us today and see how we can help!
Megan Quinn
Copywriting Specialist
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