The first email was sent in 1971 and today almost 200 billion emails are sent every day, business accounts for 26% and personal 74% and it is generally accepted that 90% of us use email daily. Email has grown to be one of the major marketing tools for project marketing. It’s now common to see our marketing material with the standard call to action being ‘register now’.
Email is a great marketing tool, but most of us will now face the reality of an ever more crowded in-box and a smart phone jam-packed with messages. Quality data is pure gold and email is constantly evolving to be a more sophisticated marketing platform and one that’s moving at a very rapid pace. While our target market appears more than willing to register now and join our databases, the importance of effective email marketing demands that we need to keep pace with consumer expectations.
Email marketing can appear deceptively easy, but in reality this fast paced media should demand our constant attention. By its very nature there is a great depth of research around as it’s possible to look at the impact of email marketing based on the results billions of online (digital) interactions and from the project marketing perspective there are important trends we need to be aware of.
Content and Engagement
While email is delivered right to the consumer, and our targets have indicated that they want to hear from us, we know this is a crowded environment. Our message always has to compete with lots of other email messages being received. Content and buyer engagement starts with the email subject line, we want our message to be read and hopefully not deleted from the inbox.
So we should pay attention to the subject line and always look beyond standard messages, like an address or open for inspection details and segment the subject according to the buyer’s requirements. Where possible it’s also a good idea to combine Social Media as this expands the appeal and scope of our campaigns so that the buyer’s journey is enhanced by the delivery of valued content.
In this way social media acts like word of mouth so that consumers share our information. However for this to happen we need to create dynamic content with key elements that connect potential buyers at an emotional level, keeping in mind this is a competitive environment and being bland is not an option.
Delivery Anywhere and at Any Time
In the almost half-century of the life of emails one of the biggest changes is how and when emails are read. Wearable technology is now a reality and in combination with the almost universal spread of mobile and smart phones our message can be received 24/7 and gaining and holding our target’s attention is a challenge.
The emails we send need to be dynamic and invite the target’s participation with the project offer, the message needs to stay on theme and if possible be personalised in both delivery and content. Clever data management allows us to do this so that a single buyer gets a different experience from the family looking for a large house and land package.
My experience is that most email messages in the property area appear to focus on just a few core ideas and I think we will have to do better. Linked websites and videos are a good option, but some software limits video playback access like Gmail and Outlook.
When our email is delivered, no matter how we plan the time, our targets might be in a busy railway station, grabbing a few messages while waiting for the dentist or dropping off the kids at sport, and we get one chance to grab and hold their attention.
In any market selling property, we need our targets to take a second look at our email messages, to be inspired and to seek out more details, visit our websites and register or respond to a clear call to action. In all circumstances our digital material must be mobile friendly and fully adaptable.
Predictive Behaviour and Geo-targeting
As we look to use email marketing to encourage more productive sales generation leads with our target market, predictive behaviour and geo-targeting are key areas we need to be aware of.
Predictive behaviour involves using data and cutting-edge analytics to develop target market insights by looking at data sources across all channels so that we can better understand and target the potential buyer with the right offer at the right time.
Geo-targeting simply refers to the practice of delivering different content to a target that is based on his or her geographic location. Geo-targeting can be used to target local customers through paid (PPC) or organic search. Location-based targeting is also now being enhanced by the use of tracking technology that can be linked to individual properties.
Email is a great tool, it can also be used to positively enhance individual and corporate brands, but this will best happen when we remain aware of the key trends and always expanding tools available, and we’re free to be as creative as we like which is very exciting.
Real time marketing is just one example, and it’s an area I have experienced with land sales in Sydney as detailed back in my post 2nd July 2015.