By “marketing” emails, I mean “mass” emails, rather than 1-to-1 communication to a specific prospect. Actually, I don’t really like the term “mass,” because emails today should not be so. According to Aberdeen, personalized emails improve click-through rates by 14% and conversion rates by 10%. In Lasso, you have the ability to make every marketing email sound like it is for one special person. Here’s how:
Use Registrant Tokens
At the very least, address your prospects by name. It’s one of the easiest ways to personalize a marketing email, it shows the recipient you care, and it will take about two seconds of your time – a no brainer. In Lasso, you can find the registrant tokens in the email template editor, as illustrated below:
A great way to get your recipient’s attention is to include their first name in the subject line. In fact, according to this Marketing Sherpa article, unique open rates increased by 29% when the subject line was personalized.
“Remember that a person’s name is to that person the sweetest and most important sound in any language.” –Dale Carnegie, How to Win Friends and Influence People
Another handy registrant token is “Project Name.” You can automatically include the name of the specific community your prospect is interested in. First name and community – two easy opportunities for personalization with barely any effort on your part. Why not do it?
When using registrant tokens, remember to use a personal tone. You probably wouldn’t write “Dear John” when corresponding on a 1-to-1 basis, so address your prospect as you would in a regular email, example: “Hi John…”
Segment, Segment, SEGMENT!
This is where you can get really creative with personalization, and still call it a “mass” email. Because there are near limitless options to personalize the Lasso database, there are near limitless ways to target groups of people. Examples:
Do many of your prospects live in a certain zip code? Create an email that references the traffic in the area (and how they can avoid it by living in your community).
In your sales presentation, do you ask the question “Why are you moving?” If you have a Q/A dropdown menu in Lasso, you can tailor a message that addresses the specific reason someone is moving (powerful stuff!).
Of course you know if your prospects are interested in a 2 or 3-bedroom home. Make sure you have a Q/A that tracks that information so you can send floorplan-specific specials and incentives.
Don’t Just Select and Send
Here I’m referring to the sales process feature in Lasso. Lasso notifies you when it’s time to send a follow-up email to a prospect, and even offers you the right template to send. One of Lasso’s features is that you can never accidentally send an email. When it’s time to send an email in a sales process, the email editor opens and you have the ability to add/change the language to make sure it’s a perfect fit for your prospect. There is nothing worse than a canned email. Show people you care!
For more tips on personalization, see the Lasso blog post, 10 Tips to Personalize Communication to Prospective Homebuyers.