Real Estate Marketing Email (continued)

Creating an Effective Message

The heart and soul of email marketing is the message. When creating a message, the first decision you will need to make is the format of the message. According to Opt-in News, in 1999 only 18 percent of email marketing campaigns were created using the HTML format. In 2003, that number soared to 81 percent. A recent survey conducted by the publication found that 28 percent of respondents prefer HTML because it creates a more effective layout, while 24 percent like the fact that color can be used and 21 percent enjoy the ability to use images.

While HTML has many benefits, some marketers do not effectively use the format creating messages with too much color, text and images. Poor layouts create confusion and detract from the overall effectiveness of the message. When deciding which format to use, some marketers create both types and allow the recipient to choose their preference.

When generating content for your message, remember to keep it simple. First, be sure you have a reason to send the email. In other words, what is your offer or subject matter? It is important to remember the most important parts of your message – the subject line, the first sentence. Keep the email brief and to the point, and because readers lose interest quickly, state the most important things first.

Text Box: Components of an Effective Subject Line 1. Brief – no more than 50 characters with spaces. 2. To the point – simply state the subject of the email. 3. Not gimmicky – do not create additional questions for the reader. 4. Specific – State your business and make it pertinent to the sender. For example, if you met at a conference mention that in the subject line

It is also important to address the email from your website so that spam filters and readers know it is from a reputable site. Finally, it is crucial to include an easy unsubscribe mechanism. Not only does law require this, but it will also continue to demonstrate your commitment to customer satisfaction.

Hire Out or Do-It Yourself?

Another consideration when creating an email marketing campaign is how the work will be completed. The MarketingProf.com 2004 survey reports that the majority of respondents conduct both the technology (70%) and content (94%) aspects of their campaigns in-house.

With regard to in-house options, there are two standard choices. The first is using an Application Service Provider (ASP). These vendors provide do-it-yourselfers a subscription to their mass emailing services. Customers simply log into the vendor’s site, upload a list of recipient names and create the message using the ASP’s templates. The ASP provides all necessary software and sends out the messages from their server. The second choice is to purchase the mass emailing software and handle the entire process on-site. While this option gives the marketer the most control of content and information dissemination, it does require training, maintenance and possible system upgrades.

Using a full service firm is one of the easiest and most expensive ways to conduct an email marketing program. These firms handle all the details of the campaign including message formatting and content, list management, message personalization and all standard campaign results tracking.

When all is said and done, email marketing offers real estate agents a cost effective way to reach their customers. It provides a medium to keep their name in front of consumers thereby allowing top of mind awareness and the creation of messages targeted directly to the intended client base. This helps the agent show their level of expertise in meeting a customer’s unique needs. When done right, email marketing is the perfect addition to a well-rounded marketing campaign.

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