5 Key Factors for Email Marketing
- Figuring out who gets what.
Most of us maintain a list of past clients, current clients, and prospective clients. Do you divide it down further? Maybe by industry, gender, age...? Having three levels deep information on your contact database enables you to hone your marketing efforts more effectively to your clients. You don't want to send out an eflyer on first time homebuyers tax credit to your past clients or maybe your clientele above 45, and you certainly do not want to send a reminder to file for the senior citizens tax freeze to your clients under 30. Having secondary information on your contact database aids you to provide a more direct message in your eflyers.
I also ask people who sign-up for my newsletter for their preferences. Are they an investor? Do you want industry news? Do you want new listing emails? Are you a business owner? Anything that will help me send than more targeted information in my emails to them I try and get. If I am better servicing my clients by giving them target information, I am providing a better service to my client and in the end making them happier and not bombarding them with information that is deemed useless to them.
- Grab their attention.
Your subject line is the deciding factor between your email being opened or trashed. You should make your subject line clear and present the benefit that your email has to offer, such as "10 new product that save you money.", "Tax Exemptions - are you eligible?", "How to solve XYZ problem."
You also want to avoid words that may get caught in the spam filters. Some of these words to avoid are: guaranteed, promise, get rich - to name a few. Some times "free" can get caught in a spam filter, so you might want to use "complimentary" - i.e. "complimentary CMA".
In the "Sender" field, you want to use the name of your company, such as "The Kim Group, your commercial real estate specialists."
- Timing is EVERYTHING!
During the middle of the week is one of the best times to send emails, especially right before lunch or right after. Avoid Mondays! You know how crazy they can be for you. So your customers are probably in the same predicament - digging through their weekend email.
How often? It depends on your relationship with the client and the client. A typical rule for type B prospects, once or twice a monthly is plenty. For type A prospects, maybe once a week. For longtime customers, once a week or so. You have to gauge your client and your relationship with them. I recommend using the Keller Williams 8x8 and 36 touches for a reference. Most importantly you want to make sure you are truly offering something new or valuable. If you are not, you want to hold off on sending till you do; otherwise your emails will start to be perceived as not having any value and will start being deleted prior to even reading.
- Make it attractive
If you are like me and do not have a degree in design or marketing, then keep it simple and professional. Your logo should go at the top of body. For your content, use short sentences or bullet points so readers can scan the message. Use graphics or photos sparingly - stay away from clip art! You will also want to include a line "Can't see this graphic? Click here..." to redirect the reader to the image on your website. It has been said/studied that people like to click buttons (I know I do when I visit the Museum of Science & Industry in Chicago - great place! J). Also make sure you are in compliance with email regulations and have a place for users to unsubscribe to your mailing list.
Get help if needed! Remember if you are the bottleneck, remove yourself! J There are eflyer providers who have pre-design templates, color schemes, pictures, graphics, etc. I use MailChimp. I know there is Constant Contact, Rate Point, and may, may more.
Side Note: There is no mention of license rules & regulations in here. So make sure you double check with your local and state regulations in order to ensure you are in compliance with them.
- Measure your results
We only advance what we track....so what are you tracking? Most of the emarketing providers also has tracking services along with them that can help you understand how many recipients deleted, opened, or clicked on your eflyer. MailChimp has industry averages which can demonstrate to you if you are above average or below in your open-rate or click-rate. An open-rate between 10-13% is considered good via national standards and 13-17% click-rate.
MailChimp also shows me where the users open the email from. I love this because I can show my clients that my eflyers are being opened in California, Texas, Philadephia, Alaska, Ireland, etc. via the map they provide to me. So I can graphically show my clients that my marketing is reaching far beyond the local area. This is a HUGE win with my clients who believe they have to go with the "big player" in town in order to get the exposure needed to move the property.