Email an Essential Project Marketing Driver

During last week as I was reading about the election mess unfolding for our Canberra based politicians I came across quite a few comments about how different parties and groups had used social media and email marketing.

There were even some suggestions that a few of the tactics used had had a major impact on some voters with messages being sent as people were standing in line. Talk about influencing people at the pointy end of their decision making process. With smartphones real estate buyers are being influenced in exactly the same way, receiving messages as they attend an OFI.

These comments reminded me of the huge impact that email marketing is having on our own industry and I wanted to take a closer look at just how central email has become for project marketing, and how we should not be taking this media for granted.

Billions of Emails Sent Every Day

According to various industry bodies worldwide there are some 144 billion emails sent everyday, sometimes looking at my inbox, that includes a lot of real estate related emails. So the first question is how do you make any email marketing stand out and increase the chances that your email will be read, not just assigned to the junk folder or deleted in a few seconds?

I think it’s always worth remembering how quick and easy it is to delete an email, unlike a press advert or a flyer or brochure, emails can come and go in a few seconds, so they need to be targeted, well-constructed and have cut through. My recent experiences on the receiving end of some of this material makes me think that content is becoming very predictable.

The Subject Line

The rule appears to be keep subject lines short and clear, unless the email is opened even the best creative and message content is wasted so that subject message is crucial.

Estimates vary, but generally read-rates can be as low as 20-25%, although that will also be heavily influenced by the quality of any data base that’s being used. A good data base is of great value, but here there’s also a potential problem.

If we’re communicating and sending emails to our own specific project data base, then anyone on the list will have asked to get information and details about your projects, they have given you permission to stay in touch, and that’s an important point.

However, they do not expect to have their time wasted, so emails should be of value particularly when sent to project dedicated lists. Information should have a specific value to each group and lazy generalised ‘broadcast’ messages can soon turn these discourage receivers which results in unsubscribes. Technology also makes it possible to filter content, and that includes deleting advertising feeds on-line.

Have Good Content & Offers

Content needs to be relevant to the audience, it does not need to be long winded or complex, however it should be enticing and targeted.

The aim should be to create a higher level of interest, one idea is to further educate buyers about a particular aspect of the market that is relevant to them in an easy to digest and interesting way, so that potential buyers reach out to you. Make sure not to overdo it, if emails become intrusive or pesky, generally people will be turned off.

A Good Investment

While email marketing is now very wide spread, easily managed, and well used by the real estate industry, it can be over-used but it still represents a great marketing tool with a very good ROI.

Test every aspect of how emails are being used across a project, check after every broadcast: how many are read, how many bounce and what numbers are unsubscribed and was there a related increase in telephone calls or new registrations, and were the emails ‘shared’ which can be a great indicator to the value of the content.

 

 

There are a few major changes in the use of technology that are impacting our industry and in particular the way people consume information. We are no longer tied to a desktop computer and readers choose when to opt in.

 

Email marketing is a great investment if you avoid blanket messages and lazy templates, stay relevant and align messages to the journey of the individual for maximum outcome.