MIAMI Association of REALTORS




Three Best Practices for Converting Email Campaigns

by | Mar 28, 2014


Email campaigns are an easy and cost-effective way to keep in touch with your sphere of influence. 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 familiesmillennials 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 pique 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.

3. Call-to-Action

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.

*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.

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