5 Tips for Effective E-mail Marketing
"The signature block that you use with e-mail can contain all the information you would find in a letterhead. People get hundreds of e-mails a day. Make yours stand out." —Pili Meyer, Monday Marketing Tips
In May 2011, Pew Research Center's Internet & American Life Project released a study measuring adults' online activities in the past decade. The results showed that 92 percent of adults use e-mail and of those adults using e-mail, 61 percent access their accounts on a daily basis. If conducted properly, e-mail marketing can be an effective and proactive tool to communicate your personal brand and expand your client base.
5 Tips for Effective E-mails
- Measure your e-mail marketing. Make sure you have a program in place to track click-through rates, open rates, and conversion rates.
- Promote your social media pages. Are you on Facebook? Twitter? LinkedIn? Pinterest? Foursquare? Instagram? In your e-mail, create hyperlinks and invite readers to visit your page in a way that is appropriate to that account. For instance, "Follow me!" for Twitter or Pinterest, "Become a fan!" or "Like me!" for Facebook, and "Let's connect!" for Linkedin.
- Nail your subject line. A winning subject is one way to increase the likelihood that your e-mail won't be relegated to the dreary depths of a spam folder. Take time to think of something catchy that will entice recipients to read on.
- Optimize the latent power of your e-mail sign-up form. On your Web site, don't just ask for contact information as the only sign-up criteria. Customize your form with questions so you can tailor your e-mails accordingly. For instance, ask: "Are you looking to buy a home?" or "Are you trying to sell your home?" or "Do you own a home or do you rent?" If you want to be concise, instead of questions, you can include a simple drop-down menu (with options like buyer, seller, renter). The information gathered from your sign-up form will allow you to segment your recipients into categories based on their real estate needs. Sending a reader-specific e-mail will ensure that it is both relevant to the recipient and effective as a marketing tool.
- Include pertinent and current information. In your e-mail, you can provide readers with the most recent statistics on foreclosures in their neighborhood, local and national trends, and exclusive listings. (The content provided should vary based on the reader's category. For example, a homebuyer is interested in getting different information from what a seller would want to receive). When meeting with potential clients, bring up the informative nature of your e-mails as incentive for them to sign up.
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