In Part 4 of this 5-part series, Angela McKay and Dave Betcher discuss the new rules of email marketing and offer some tips you can use in today’s climate and going forward:
- Rethink your email marketing strategy. Take a step back, evaluate what you’re currently doing, and plan your email marketing strategy going forward. A marketing calendar is a great way to do this. It helps you organize what you’re going to send and when over the next few months. Having a plan avoids a just-in-time approach with you scrambling to put together ‘something’ and compromising on the quality of the email.
- Set up a pre-defined process. While sometimes you may need to send out an email immediately, you want to be prepared and have a pre-defined process in place. Set up an image library and make sure you have a go-to email template that you can use. Having a brand guide in place also helps your team by giving them standards that each email should meet.
- Learn from past mailings. Review your mass mail summary report to understand what has worked for you in the past. By looking at the numbers you can make changes and improvements to your upcoming campaigns.
- Email marketing as part of your overall marketing strategy. Email shouldn’t be planned in isolation—you need to think how it relates to your social media posts and your other digital marketing efforts to ensure there is continuity.
- Get inspiration from your favorite brands. Look outside the industry to get an idea of their email imagery, layout, and even terminology used in subject lines. They are still selling but have adapted to today’s climate.
- Have a purpose to the email. Your email should be relatable, timely, relevant, and actionable. You want to inform the reader and get them take some action—make an appointment, click on a floor plan on your website, etc. Make the action clear in your email so you can measure the effectiveness. Sending an email with s single image without any links is not doing a service to anyone. (Read more about how you can structure your email layout for better performance.)
- Send messages to the most important people in your CRM. It’s not about sending an email to the list you purchased five years ago (this is spam) or your entire database. You want to send emails that your prospects want to receive. To ensure you achieve this, list management is an important step (and impacts email deliverability). You want to send to those who actively opt-in to receive your information as well as segmenting your lists so you target the right people and send them information that’s relevant to them. About 20% of emails changes over a year, so you need to keep an eye on engagement with your emails.
While texting and chat are becoming more popular, email is still the primary method of communication with home buyers. Keep your emails relevant, your database clean, and measure your campaigns so you can continue to improve your email marketing.
BONUS TIP: Auto-reply emails are the most read emails! Include more copy than just say “a representative will be in touch”. Use this email to add further information that keeps them engaged and takes them back to your website.
Looking for more tips from this webinar series? Click on the links to learn more: