An email marketing list is a group of names with corresponding email addresses of people that are either prospects or clients of your business.
First lets talk about the legal aspects of email marketing, and the federal regulations protecting email addresses…
You hear a lot about spam, just exactly what is spam? Did you know that the federal government considers any email that is your inbox that is uninvited or unwanted – spam?
According to the Federal Trade Commission at ftc.gov –
“If you get spam email that you think is deceptive, forward it to email@example.com. The FTC uses the spam stored in this database to pursue law enforcement actions against people who send deceptive email.”
For this reason it is important to think carefully before you send out a lot of uninvited email marketing. That is why it is best for us to use a Contact Management System, such as mailchimp.com. Email marketing services have systems in place that make sure we are complying with federal law by including your name, your address, your phone number and a Unsubscribe button.
Email addresses are protected by federal law and we are not supposed to be able to send out an email to someone who hasn’t specifically agreed to receive them. That is why you see email address requests attached to everything, everywhere.
Whenever you make a purchase online or offline, you are asked for your email address. Whenever you sign up for a free product, such as these free webinars…whenever you join a club, or sign up for a discount, you are asked for your email address. These requests enable the company asking for your email address to send you marketing material.
Lets talk about some methods to capture email addresses online for the purpose of marketing…
…at your website and social networking sites:
1. Offer free products
- A series of 10 minute training videos
- A series of training articles
- An eBook
- A workbook for training lined out at your website
2. Make sure you have a Subscribe button at your website
3. At your facebook page, set up a free article or video product in exchange for email address
4. Update your status post with a link to your opt-in page for your product.
Have you ever thought of using your expertise to expand your email marketing list?
1. Offer free seminars locally on a hot subject, and use email to confirm and inform
2. Start a Meet-up or mastermind group, use email to confirm and inform
3. Offer free webinars or podcasts, use email to confirm and inform
4. Offer to do presentations for Clubs and organizations, exchange business cards
Multiple email marketing lists
Most of you already have email marketing lists. You probably have a list of clients…people that have already purchased from you. And, then there is that pile of business cards you got from people at the last Chamber event. If you haven’t put those names and email addresses into some sort of list – you should.
However, you usually won’t be sending the same email marketing message to both of those people. So you should consider setting up several email marketing lists.
Here are some different types of email marketing lists:
- Hot prospect list, people expected to buy in the next year – contact once a week
- Potential Prospect List, people expected to buy in the next couple of years – contact 2 x’s a month
- Prospect List, people that may buy in the next 5-10 years – contact once a month
- Recent Clients, people that have purchased from you in the last couple of years – contact 2 x’s a month
- Client List, people that have purchased from you in the last 5-10 years. – contact once a month
Setting up multiple email marketing lists is a good real estate marketing idea. With multiple lists you can personalize the message that you are sending out to your prospects and clients.