Email campaigns are an easy and cost-effective way to keep in touch with your sphere of influence. To help you stay in touch, the Homes Connect email marketing application has been redesigned for a smoother user experience. However, consumers’ inboxes are inundated with messages, so getting them to read your message can be a challenge. Increase the effectiveness of your email marketing campaigns by incorporating these three key ingredients.
1. The List
Many email marketers will tell you the list, or target audience, is the most important component. Sending individual emails with a relevant message begins with proper segmentation of your customer database. The more specific you can get with your target audience the better you will be able to send them the information that they care about. For instance, segment your contacts according to their stage in the home buying life cycle like first-time homebuyers, investors, empty-nesters, military families, millennials and so on. Or even create a list by neighborhood which would allow you to create messages unique to the area. People are much more interested in what is happening in their neighborhood than what is happening on the state or even the city level.
2. The Message
Once you have a specific target audience selected, clearly define a need or interest that would be applicable to that respective audience. Then provide that information in the form of compelling content that your readers will engage with and see you as the expert on the subject. Be sure to make it about them so they’ll see the benefits and peak their interest. Keep your copy concise using headlines and images to convey your message. Have a colleague take a quick look; if they can’t find the one thing you are trying to convey in five seconds, then rewrite until they can.
Lastly, be sure to tell your audience what you want them to do next. Tie your call to action to the message you sent them. For example if you sent them an updated neighborhood report your call-to-action could be to ask them to share the report with their friends in the neighborhood. Start the call-to-action with a verb and instill a sense of urgency. Keep it simple like “Share this report now” with a link for them to click and post to facebook or forward via email.
Homes Connect has all the tools you need to increase the effectiveness of your email campaigns. Starting with the contact manager, where you can create custom groups and assign individual contacts to multiple groups, all the way to the newly redesigned email marketing application that makes it easy to create and save custom messages and quickly send them to the groups you choose.
*Bonus Tip – Landing Pages
I know what you are thinking “But I have so much more that I want to tell them”. Great and some of your audience will want to hear it. Give them the option to link to a landing page with more information. Your home page probably has numerous images, links, property listings and options for visitors to choose from. It’s more effective to send visitors to a relevant landing page that further illustrates your message. Your Homes Connect website makes it easy to create unique pages with just the content you want.
For more real estate marketing tips or how-to’s on optimizing Homes Connect, review related articles on the Homes.com blog dedicated to real estate professionals and visit our resource center for eBooks and consumer guides to share with your networks.
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