10 Reasons Why Email Newsletter Marketing May Be Right for Your Business

By
Services for Real Estate Pros with PCS Online Solutions

Last weekend over Mother's Day I had a chance to see some causins I hadn't seen in years. Naturally, the topic of "what do you do" for a living came up. When I was in the spotlight, I explained I helped realtors, travel companies, yacht brokers, car dealers, restaurants and other small businesses with their email newsletter marketing needs.

I received a blank stare in response. In this day and age, I figured everyone on the planet understood this communication tool. He asked, "Why would anybody need that? Especially if they already have a website, or a blog?"

Good question, I admitted. Because I'm engaged in email marketing 10 hours a day, it hadn't occurred to me in a long time the "why's" of email marketing. I pondered a moment, then said: "Not everybody needs it. It's simply another marketing tool -- however, far more cost-effective than any other available."

We moved on to far more interesting topics, but I thought about this the next few days and wanted to share it with the Active Rain community.

10 Reasons Why Email Newsletter Marketing May Be Right for Your Business

1.) You realize you have to put in an effort to keep in touch with past customers -- Most agents realize this after learning a past client of theirs used another agent during a recent transaction. Many professionals think just because the transaction went well, the client will use them in the future. Not true. You need to stay in touch and let them know you care and want their business. Email newsletters accomplish this.

2.) You learned a long time ago that people don't get up in the morning, get their coffee, then sit down at the computer and login to www.JoeRealtor.com to see what you've been up to. People use home pages like MSN, google, yahoo, AR, etc. Chances are very high you are not on the list -- not even their favorites page. A website, like a blog, is a "pull" technology (meaning they have to find you, if they can). Email newsletters, on the other hand, are a "push" technology (meaning it is delivered to their inbox). More than 72% of email newsletter subscribers read it within 5 days. Pull advertising can be expensive (banner ads, Pay-Per-Click, SEO). Push advertising can cost as little as $20.

3.) You have a lot going on in your company -- It may be new staff, new products, new listings. Email newsletters are a cost-effective to share this information.

4.) You've been using print newsletters, but copying, folding, and postage prices are going through the roof.

5.) You realize email isn't the future -- it's now! People are comfortable using email and email newsletter readership is up.

6.) You understand people are people first -- you need to do more than just push listings in their face. If you just bought a home, do you really think somebody wants to see your "homes for sale" for the next 5 years? You need to educate, inform and entertain them. People want good tips, advice, fun. We all want more fun.

7.) It's become obvious that spending more and more on print advertising doesn't increase response. I know some agents who spend $10k a month on display ads but admit most of their leads and customers come from their website (which cost $50/mo.). Umm? Go figure. He now uses an email newsletter to drive prospects and past customers to his site, and his referral business has skyrocketed.

8.) Email newsletters allow your readers to engage with you. The can click a link to view your virtual tour, email you, take a poll, forward to a friend, submit a referral, link to your blog or website.

9.) Space is unlimited! Unlike print, you can have as much content as you want.

10. Email newsletters can have flavor -- they can have your brand. They're very visual, and one that has the right mix of content and visuals will be well-read.

 

Think of what newsletters you have subscribed to? Would you have been back to visit their site or blog if there wasn't a friendly reminder in your inbox? My causin said he received monthly coupons from his favorite restaurant and brewery. In addition, he received updates on the Red Sox, and was updated on his fraternity. And his book club, and car dealership.

What do you think?

 

Happy Sailing ... _/) Paul -- www.eNewsletterSolutions.com

>>> eNewsletterSolutions provides ready-to-send EMAIL marketing newsletters for Realtors. Choose from 12+ topics, such as real estate update, home improvement, buyer & seller tips, family fun, travel, health, recipe of the month, trivia, technology update, wine, and other cool, free or fun stuff. You can also add your own personal message, articles, pictures, graphs, testimonials, home listings. We also offer email list management and campaign reporting. The basic newsletter service is only $19/mo. There are no contracts, commitments, or cancellation fees -- just happy customers. ActiveRain members get the Content Upgrade for free and 50% OFF SETUP (a $25 savings). Click here to learn more or get a request a personalized sample by emailing me at paul@enewslettersolutions.com.

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Show All Comments
Rainer
8,709
Shannon Drew
Hometown Realty - Yakima, WA
Hometown Realty, Yakima WA

So many prospective clients that sign up for my enewsletter are providing only their name and email address. From my little viewpoint, it seems that these folks like the anonymity while still getting the info.

May 15, 2008 09:28 AM #1
Rainer
66,101
Social Media, Email Marketing & Search Engine Optimization Specialist
PCS Online Solutions - Del Mar, CA

Shannon, why would someone want to give more info than a name and email address to receive an email newsletter? If someone signs up to give me permission to keep my brand in front of them, that's half the battle. It's called -- long term marketing.

 

Laura, how many people read your ad? See your sign? read your blog? You're thinking half empty -- it's the ones who DO read it that count. Plus, if they subscribed, I suspect many read it.

From my experience, more than 70% of subscribers open their email. And, I know clients who track their referrals, one averages 2 referrals a month from his newsletter.

Don't worry about what your marketing efforts don't acheive. If you get one deal a month from your newsletter you're getting a huge return.

Happy Sailing ... _/) Paul

May 22, 2008 01:47 AM #3
Rainmaker
143,647
Michelle Pimentel
Empire Home Staging Solutions - Upland, CA
ASP, IAHSP Empire Home Staging

Paul,

Great advise on e-mail marketing!  I own a home staging business, and I like to use e-mail marketing as a way to inform my clients and real estate professionals of my current projects.  Not all will open up these e-mail ads, but for the ones that do, it creates additional exposure for your business and also sends a sense of professionalism.  I have received additional business from them, so I know they are working. 

May 22, 2008 09:17 AM #4
Rainer
7,474
Carrie Perez
Elk Rapids, MI
MBA

Great blog! Thanks for the insight from your point of view!

Jun 17, 2008 03:44 PM #5
Rainer
14,267
Jessica Cox
Perfectly Polished Home - Dallas, TX
Dallas Home Staging

Paul, great post. I am wanting to do a newsletter but the dask seems rather daunting at this point. I think I will sign up for constant contact and start out with a tip of the week/month to get started though!

May 05, 2009 04:42 AM #6
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Rainer
66,101

Social Media, Email Marketing & Search Engine Optimization Specialist

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