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
2. AGENDA
• What is Email Marke1ng?
• Myths
• Uses for Real Estate
• PiAalls
• Best Prac1ces
• Uses
• How to get started
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
3. WHAT IS EMAIL MARKETING?
• Marke1ng medium
• Push‐marke1ng
• Unique characteris1cs:
• Valuable, relevant and 1mely content
• Staying top of mind
• Providing value to clients
• Permission‐based
• Nurturing rela1onships
• Tool for engaging conversa1ons
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
5. MYTH #2: EMAIL IS NOT EFFECTIVE
• Email is free – it has no value
• My message will be lost in a sea of emails…
• People just delete the email anyway…
• Builds rela1onships – is rela1onship marke1ng
• Only 5% of sellers found their agents using the most expensive kinds
of marke1ng, 72% found their agents using rela1onship‐type
marke1ng
• People like print communica1ons
• 67% prefer email as a communica1ons channel over others online
• Email will con1nue to be the preferred communica1on channel in
the future
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
6. MYTH #3: I CAN DO THIS BY MYSELF
• Yes you can.
• However, there are many
considera1ons to using email
marke1ng as an effec1ve
marke1ng tool
• Crea1ng visual and powerful
emails
• Your inbox is not the best lead
management tool
• Managing preferences:
Permission‐based lists
• Legisla1on Compliance
• Deliverability
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
7. USES FOR REAL ESTATE
• Monthly Market Update
• Adver1se Property Lis1ngs and Recent
Solds
• Open Houses
• Provide targeted informa1on about
neighbourhoods, community events and
topics of interest
• Financial News
• Impacts of legisla1on
• Tax‐saving and inves1ng strategies
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
8. PITFALL: USING EMAIL LIKE DIRECT MAIL
• Email marke1ng can be personalized Email marke*ng generates an
and targeted in a manner unlike direct mail ROI of $43.52 per dollar spent.
• Tempta1on due to low cost to rent lists DMA (2009)
and use improper email collec1on Direct mail campaigns generated
techniques
$15.22 in sales per dollar spent
• Email marke1ng delivers returns over 1me DMA (2009)
• Brand awareness through referrals
and list growing tac1cs
• Engagement opportuni1es
• Build credibility: trusted source of informa1on, knowledgable
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
9. PITFALL: NOT HAVING A DATABASE STRATEGY
• Understand and align your contact collec1on prac1ces and have
a master source database
• Your clients have unique interests…
• Capture
• Know
• Use
• Collec1ng contact informa1on mul1ple 1mes and not knowing your
clients communica1on preferences is the culprit, not the use of the tool
• Ability to use email marke1ng results in a unique way
• Further segment based on user ac1ons
• List management prac1ces
• Confirma1on, Welcome, Goodbye Email and Preference Centres
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
12. BEST PRACTICE: ANTI‐SPAM COMPLIANCE
• Domain authen1ca1on
• Not using misleading subject lines
• Legisla1on compliance
• List management collec1on prac1ces
• Regular communica1on
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
13. BEST PRACTICE: EXPANDING REACH
• Integra1ng email marke1ng with other marke1ng
• Aligning mul1 channels
• Feeding into social media (sharing content)
• Integra1ng into your website or connec1ng your CRM tool
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces
15. UPAKNEE SOLUTIONS
• Self‐service solu1ons:
• Campaign Manager
• Powerful self‐service tools are easy to use
• Control and develop your own campaigns
• Plans star=ng at $20/month for 1,000 emails
• Full‐service solu1ons:
• Real Estate Report Express
• Star=ng at $30/month. Now $20/month. Great way to get started.
• Real Estate Report
• Star=ng at $99/month. Our pla=num‐level concierge service.
• Monthly Mailing
• Your content. Our hard work. Best of both worlds, from $125/month
| Real Estate Email Marke=ng: Myths, Pi9alls and Best Prac=ces