What are the four Must-Nots for email marketing.


By now, your business most likely will have a basic system set up in regards to how it gets emails out to your customers. It is common for offices to have a standard process which allows people to sign up for email alerts, when new properties come on the market. You most likely also use this list to send them a weekly market update about what is happening in the area you service, and the areas that matter most to them. But, you can get emails wrong, oh so wrong, so here are the four things you should never do when emailing clients.

1. Make the format ever changing: You should never implement so many changes on your weekly newsletter, that people don't know who it is coming from. All the recipients should be able to look at the newsletter and realise instantly that it is from your brand. Your logo and colour scheme need to be central to the design, and it needs to become repetitive. By becoming repetitive, it ignites a certain response and provides the re-assurance that you, as an individual are staying in touch. Once you provide too many changes, you will appear as a spam email.

Consumers should be used to receiving consistent formats when getting updates. 

Consumers should be used to receiving consistent formats when getting updates. 

2. Send it at irrelevant times: You need to think about the content you are providing and when it will most help people. If your weekly newsletter is focused around new listings, it would be best to send them at a time when the open rate will be high and people will be thinking about their weekends. As most people visit open for inspections over the weekend, there is much more purpose in sending it Thursday evening, or Friday morning than on a Monday when people aren't sure of their plans and will most likely forget. The timing is key as well, if you send it as an automated email in the middle of the night, chances are it will get pushed down by other spam emails and potentially not read.

3. Keep all users on one list: You should set users up according to the content that they want to receive. It is all good and well providing a weekly update and the feature property you are selling that is worth millions, but if some of your buyers are in the first home buyers bracket and are looking for an entry level home, this will serve as nothing other than a glorified home that could come from any agent. Instead, set up lists and write specified emails to each group, First Home Buyers, Investors, and established couples are some of the list ideas, you don't need to write long and in depth articles for each sub-sect, but just highlight the listings that are relevant to them and ensure you don't send them all the same content. 

Send the appropriate content to the appropriate demographic. 

Send the appropriate content to the appropriate demographic. 

4. Provide no call to action: Unless you are sending an email to just feel good about yourself, every email should ask the user to act one way or another. Otherwise you won't be engaging, which is the primary aim. All articles should lead to a call to action, asking them to read more, or contact you for more information on the topic. Make it very easy and clear about the fact that they can find out more about the topic you are discussing. Leaving no call to action and asking them not to do anything wastes the opportunity of engagement. 

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About the Author:

Todd Schulberg

Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach. 

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