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E-mail marketing presentation by Neeraj Seth from Upaknee. Presented at March 1, 2010 Real Estate Technology Toronto (RETechTO) Meetup. Meetup founded and hosted by George O'Neill www.GeorgeONeill.ca
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UpakneeInc.March1st,2010
EmailMarke1ngforRealEstateDebunkingMyths,UnderstandingPi9allsandSharingBestPrac=ces
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
AGENDA• WhatisEmailMarke1ng?
• Myths
• UsesforRealEstate• PiAalls• BestPrac1ces
• Uses
• Howtogetstarted
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
WHATISEMAILMARKETING?• Marke1ngmedium
• Push‐marke1ng
• Uniquecharacteris1cs:
• Valuable,relevantand1melycontent• Stayingtopofmind
• Providingvaluetoclients• Permission‐based
• Nurturingrela1onships• Toolforengagingconversa1ons
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
MYTH#1:EMAILMARKETINGISSPAM• Igettonnesofspammessageseveryday…
• Idon’twanttobeaspammer…
• Doyouprovidethelists?OrdoIhavetobringmyown?
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
MYTH#2:EMAILISNOTEFFECTIVE• Emailisfree–ithasnovalue
• Mymessagewillbelostinaseaofemails…
• Peoplejustdeletetheemailanyway…
• Buildsrela1onships–isrela1onshipmarke1ng
• Only5%ofsellersfoundtheiragentsusingthemostexpensivekindsofmarke1ng,72%foundtheiragentsusingrela1onship‐typemarke1ng
• Peoplelikeprintcommunica1ons
• 67%preferemailasacommunica1onschanneloverothersonline• Emailwillcon1nuetobethepreferredcommunica1onchannelin
thefuture
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
MYTH#3:ICANDOTHISBYMYSELF• Yesyoucan.
• However,therearemanyconsidera1onstousingemailmarke1ngasaneffec1vemarke1ngtool
• Crea1ngvisualandpowerfulemails
• Yourinboxisnotthebestleadmanagementtool
• Managingpreferences:Permission‐basedlists
• Legisla1onCompliance
• Deliverability
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
USESFORREALESTATE• MonthlyMarketUpdate
• Adver1sePropertyLis1ngsandRecentSolds
• OpenHouses
• Providetargetedinforma1onaboutneighbourhoods,communityeventsandtopicsofinterest
• FinancialNews• Impactsoflegisla1on
• Tax‐savingandinves1ngstrategies
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
PITFALL:USINGEMAILLIKEDIRECTMAIL• Emailmarke1ngcanbepersonalized
andtargetedinamannerunlikedirectmail
• Tempta1onduetolowcosttorentlistsanduseimproperemailcollec1ontechniques
• Emailmarke1ngdeliversreturnsover1me
• Brandawarenessthroughreferralsandlistgrowingtac1cs
• Engagementopportuni1es
• Buildcredibility:trustedsourceofinforma1on,knowledgable
Emailmarke*nggeneratesan
ROIof$43.52perdollarspent.
DMA(2009)
Directmailcampaignsgenerated
$15.22insalesperdollarspent
DMA(2009)
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
PITFALL:NOTHAVINGADATABASESTRATEGY• Understandandalignyourcontactcollec1onprac1cesandhave
amastersourcedatabase
• Yourclientshaveuniqueinterests…
• Capture• Know• Use
• Collec1ngcontactinforma1onmul1ple1mesandnotknowingyourclientscommunica1onpreferencesistheculprit,nottheuseofthetool
• Abilitytouseemailmarke1ngresultsinauniqueway
• Furthersegmentbasedonuserac1ons
• Listmanagementprac1ces• Confirma1on,Welcome,GoodbyeEmailandPreferenceCentres
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
PITFALL:OTHERTECHNICALTRAPS• Brandingandcodingmistakes
• Nottes1ngforvariousbrowsers
• Somanybrowsers,somanyemailclients
• Usingemailservicesthathavelowdeliverability• DKIM/SPFAuthen1ca1onandRecords
• Whitelis1ngservices
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
BESTPRACTICE:FOLLOW‐THROUGH• Monitoringresults
• Followingthroughonuserac1ons
• Usingdatatofurthersegment
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
BESTPRACTICE:ANTI‐SPAMCOMPLIANCE• Domainauthen1ca1on
• Notusingmisleadingsubjectlines
• Legisla1oncompliance
• Listmanagementcollec1onprac1ces• Regularcommunica1on
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
BESTPRACTICE:EXPANDINGREACH• Integra1ngemailmarke1ngwithothermarke1ng
• Aligningmul1channels
• Feedingintosocialmedia(sharingcontent)
• Integra1ngintoyourwebsiteorconnec1ngyourCRMtool
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
GETTINGSTARTED• Yourwebsitetools
• CRMTools
• EmailMarke1ngServices
|RealEstateEmailMarke=ng:Myths,Pi9allsandBestPrac=ces
UPAKNEESOLUTIONS• Self‐servicesolu1ons:
• CampaignManager• Powerfulself‐servicetoolsareeasytouse• Controlanddevelopyourowncampaigns
• Plansstar=ngat$20/monthfor1,000emails
• Full‐servicesolu1ons:
• RealEstateReportExpress• Star=ngat$30/month.Now$20/month.Greatwaytogetstarted.
• RealEstateReport• Star=ngat$99/month.Ourpla=num‐levelconciergeservice.
• MonthlyMailing• Yourcontent.Ourhardwork.Bestofbothworlds,from$125/month