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ESTATE AGENTS EMAIL MARKETING CAMPAIGN BENEFITS

An email marketing campaign, with its softer and less aggressive stance, can provide an effective lead and sales generatorEmail is often today's preferred method of contact, not only for consumers but also for business-to-business communication. The Internet has become a primary tool, used by over 507 million users worldwide to receive news and information.

The perfect medium for today’s consumer

This new breed of consumer and business leader understands the need for regular contact and respects quality email communication because it is easy to act upon and the means is at their fingertips if they choose. In short, people are beginning to expect you to be able to give them regular information that is relevant to them.

More promotion for less money

Email marketing not only avoids high production costs from printing, postage, handling charges and response management, but also by learning from the profiles built in previous mailings and refining the strategy throughout the campaign or life of the eNewsletter, the messages can be optimised to best suit the target audiences, increasing response rates and giving a better return on investment.

For example, the money spent on production alone for 1000 printed direct mail pieces or newsletters that have an average 1-2% response could cover the cost of the writing and sending of an eNewsletter to over 40,000 targets, giving an average 10-15% response.

Measure results instantly

From the second the recipient opens an email and every time they click a link, all actions can be tracked, giving you access to real time information about effectiveness of your campaign - information that is invaluable and unobtainable through the more traditional marketing methods.

Profile building

Using the information gathered it is possible to assess the effectiveness of the campaign with great accuracy. Also by combining information from each subsequent mailing you are able to build an accurate profile of individual customers and prospects, using this information to understand your clients’ needs, identify in which products or services they are interested and enabling you to market to them with increasing accuracy as time goes by.

Faster production time

Because there’s no waiting around for print or production and with Search and Submit managing the whole production schedule, the turnaround time from concept to broadcast can be as little as 2-3 days

More effective

Email marketing works on a 'push' response as opposed to the more conventional 'pull' approach from banner advertising or conventional offline marketing, so eNewletters and email campaigns are proven to be far more effective in driving traffic to your web site.

On average, banner ads generate less than a 1% click through rate. Conventional direct mail generates an average of 2-5% response ratio. An Opt-in email campaign, whilst generating an average of 10-15% click through, can produce as high as 50%.

Multiple links means a softer sell

Unlike banner ads, which link to only one location, email newsletters can provide multiple links, giving the recipient more choice - and the marketeer more ways to generate a response - by sending prospects to various pages, information points and offers throughout your site. By giving the user a choice, you are removing the hard sell, making responding more acceptable.

Making the sell softer still, opt-in emails, unlike any other media are sent only to individuals who have requested to receive information about their specific areas of interest, whether by registering on your site or a third party site.

Visually stimulating

Like conventional promotional items, an email can be set up to include graphic content in the form of an HTML email. Unlike the more conventional methods an email can include animation, interactive forms, even video and audio.

Restrictions do apply when targeting users who have older email software. However these restrictions can be overcome by performing simple tests at the subscription stage. Such tests will ensure that the recipient always receives the most appropriately formatted email.

Devoted attention

From the second the user opens an email, that is the only communication they are aware of - unlike press or banner ads, which have to compete with other ads and editorial for attention or conventional newsletters competing for desk space.

And so, by its nature, an email demands attention. A high quality newsletter giving relevant, well put together information can make that attention span longer and often command a more in-depth review and response.

Delivered when and to whom you want

It’s a familiar story when sending promotional material by post: delivery can take days and response can take weeks (on average, 3-5 weeks) and your hard work may even be thrown in the bin before it even gets to the intended recipient.

On the other hand, an eNewsletter arrives directly in your customer's in-tray exactly when scheduled, it can easily be read in seconds and you can analyse response within hours.

Increase customer retention

Information is king, especially information that is pertinent to your customers. Targeted email marketing that is informative and provides advice, hints and tips, industry news etc, creates an added value service and helps form a bond between you and your customer.

Brand awareness and perceived quality

By producing a regular eNewsletter you are ensuring that customers are constantly aware of your products/services. Perhaps more importantly your brand is gaining awareness as opposed to your competition’s.

Creative design dovetailed with innovative and practical use of available technology will ensure that your campaign not only generates maximum response, but will also enhance the perceived quality of your brand.

Increase sales

Email marketing, such as eNewsletters, can be used to increase sales by improving communication with customers and prospects whilst utilising superior tracking and profiling capabilities to produce an increasingly targeted approach and give sales staff the information they need to follow up and close a sale.