If you’re using an email marketing application or service de- signed for small business, you can run reports that show which emails or messages worked, as well as which didn’t, so you can improve your next campaign. You can even run split tests, sending one offer or message to half your list and a different one to the other half, so you can get a better feel for exactly what makes customers and prospects buy from you.
1 EmaiL markEtiNg aLLOWs yOu tO ENgagE
It’s nice to get the immediate reaction from a seller who sees your ad just as he/she decides to list a home. But your real goal is to build a relationship with a broader base of prospects so they think of you whenever it’s time for them to sell. Email marketing allows you to do that by bringing them community and market news, current mortgage rates, decorating ideas, timely tips (such as how to get a garden ready for spring), and more on a regular basis. It’s a great way to engage them — and keep them engaged.
EmaiL markEtiNg has a LOW cOst Of ENtry
Most forms of advertising or marketing require a big up- front investment before you see any results. That can get expensive for a real estate agent trying to keep expenses down. Email marketing has very little up-front cost, allow- ing you to market effectively without having to stop your core business work for long periods to get it done.
EmaiL markEtiNg is LEss iNtrusivE
Unlike television or radio commercials, or especially tele- marketing calls, email marketing doesn’t interrupt a prior
EmaiL markEtiNg prOviDEs Data
activity to deliver a message. Opening email is the activity your customers and prospects are engaged in when they see your message. If you’ve done a good job of building that relationship, they’ll actually look forward to seeing what you have to say (instead of using a remote to zap past your message).
EmaiL markEtiNg WOrks
According to the DMA’s research, email marketing gener- ated a return on investment of $43.62 for every dollar spent on it in 2009. You’re unlikely to find that kind of ROI out of any other form of marketing or advertising. That, of course, is the best reason of all to launch an email marketing campaign.
Done correctly, email marketing allows you to become (and remain) visible to your customers and prospects with highly- targeted messages at a minimal cost. All while delivering out- standing, measurable results. It’s like having an extra agent on your side — without having to split the commission.
Wendy Lowe is director of product marketing for Campaigner (
www.campaigner.com), the email marketing solution that enables organizations to have highly personalized one-to-one email dia- logues with their customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way — resulting in more profitable relationships. Campaigner is pro- vided by Protus, provider of the highest quality Software-as-a-Service (SaaS) communication tools for small-to-medium businesses (SMB) and enterprise organizations, including my1voice, the cost-effective, feature-rich virtual phone service, and award-winning MyFax, the fastest growing Internet fax service. Wendy can be reached at
wlowe@protus.com.
www.garealtor.com
Georgia REALTOR®
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