A campaign is a email that you create and then send out to people in your marketing contact list. This can be a plain-text campaign, which is a simple format, or HTML campaign with fancy templates and the ability to design headers, and add pictures and videos.
Email Marketing Lists
We’ve talked a little about lists, specifically email lists are similar to a traditional mail marketing list — a list of names and addresses as might be kept by an organization for sending publications to its members or customers, but typically refers to four things —
- a list of email addresses
- the people (“subscribers”) receiving mail at those addresses
- the publications (email messages) sent to those addresses
- a contact manager that sends a copy of a message to all of the subscribers.
It is a good real estate marketing idea to have at least two email marketing lists; a Prospect list and a Client list.
Email marketing starts with the subject line. Here are the fundamentals… the subject line needs to be –
- Useful; Is the promised message valuable to the reader?
- Specific; Does the reader know what is being promised?
- Unique; Is the promised message compelling and remarkable?
- Urgent; Does the reader feel the need to read now?
You’ve got just 50 characters (including spaces). And, those 50 characters can make or break your email marketing campaign. Recipients use the subject line to decide whether to open or delete an email. In fact 50 characters is all the space you have in a typical email subject line to catch your reader’s eye and entice them to open your email… and then take the action you want.
Keep it simple and to the point. Personal messages are at the top of the interest scale, followed by affiliations and timely news. At the end of the scale are stale newsletters, requests for money and offers that are too good to be true.
Shorter is better. The Subject line takes up valuable space, so the more compact your subject line, the better. Try to compress the fundamentals into the most powerful promise possible. Highlight the story’s most important fact in this limited space.
Don’t Recycle. You shouldn’t recycle a email marketing subject line from a past campaign. You need to stand out each time, yet be familiar to the reader, too. Load your key information in the first 50 spaces and make sure that the cut-off doesn’t occur in the middle of a crucial word, such as the price or date.
Subject lines framed as questions can often perform better.
Don’t use Free as the first word in your headline. Avoid the words Help, Percent off, and Reminder altogether. Avoid using exclamations points and CAPS all together.
It’s a good real estate marketing idea to remember this; “Don’t sell what’s inside, Tell what’s inside”.
Identify yourself in the From line. In your ‘from’ line you don’t have to repeat the subject line. Over time, the most compelling thing about an email marketing message should be that it’s from you. Even before then, your recipient needs to know at a glance that you’re a trusted source.
How do you become a trusted source? You provide killer content so that the reader knows who you are , and, they know that you are not going to waste their time. Over deliver on the value to ensure you’re a treasured guest who gets invited back.
Another important real estate marketing idea is to “Build trust before you pitch”.
Understanding the elements of email marketing is a good real estate marketing idea. If this article was interesting and informative – feel free to leave a comment. And, as a BONUS I am offering no-cost training on an ongoing basis. Just subscribe and we will keep you posted on the upcoming training seminars. Go to Free Internet Training Webinars and take a look at what training webinars are coming up.