Don’t Underestimate the Impact of a Solid Email Campaign

Social media is like the sexy, enigmatic guest at a cocktail party that everyone can’t stop talking about. It’s still shiny, new and let’s face it…shrouded in a haze of mystery. Though its users are in the millions globally, many of us are still wrapping our heads around how exactly to utilize it and apply it effectively and productively to our business strategies. Its stronghold on online media, 500 million plus users on Facebook alone, dictate that we cannot afford to ignore this audience, so a social media presence is increasingly becoming a core piece of branding and marketing planning for countless companies.

And rightly so. Few avenues are as well suited to meet the growing demand for your brand’s identity, transparency and authentic voice. Add to the fact that social media is relatively free or inexpensive and it’s no wonder why this phenomenon is changing the landscape in which agents and brokers market themselves. But while social media is likely to go the distance, don’t forget about another powerful channel for communication (which is also relatively low-cost): email marketing.

What it might lack in conversation-dominating cache, it can make up for in solid, trackable results and tangible returns on your marketing (when done right)! Don’t underestimate the power of a well-thought out and executed email campaign. Consider this: 90 trillion emails were sent in 2009 and it’s estimated that there are 1.4 billion email users worldwide. Email is still a viable and vital method for communication and one you may be under-utilizing.

Here are some tips on how to kick start or elevate your email marketing efforts:

• Publish a monthly e-newsletter loaded with tips/advice for home buyers and sellers, local market stats and great neighborhood/community info…establish yourself as the local market expert!
• Repurpose property flyers and create a weekly email campaign of your top five listings, complete with property details and personalized content to bring each property to life…showcase your dedication to your seller clients and simultaneously market to potential buyers.
• Market yourself to new prospects with a killer multi-media campaign. Send an engaging video or streamlined slideshow rendition of your traditional listing presentation via a targeted e-blast to potential clients that can set you apart from your competitors.

The possibilities are endless. What works really well is finding a way to cross-promote using all the tools in your marketing bag. A powerful marketing strategy is one that combines the best of each channel, social media, email marketing, direct mailings etc. Ultimately, your goal should be to maintain an open dialogue. Whether they be open rates, click-thrus, likes or re-tweets, it’s clear engagement is fast becoming the marketing metric of the future.

To learn more about drip email marketing products, please click here.

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