Stop Sending Meatloaf Recipes to Vegetarians. One-To-One Marketing BasicsPresentation Transcript
How to AvoidSending MeatloafRecipes toVegetariansSix Steps to Killer Email Marketing
Step One: Build Your List1. Data Entry Is Really Boring, but… a. The more data you collect now, the more dynamic your email marketing later.2. Create “Buckets” such as… a. Referral Sources b. Prospects a. First Time Home Buyers b. Damaged Credit3. Dynamic Lists are the Bomb a. As opposed to “Static Lists” which still serve a purpose
Step Two: Content is King1. Automate what you can. a. Timely + Relevant = Success b. Here are a few ongoing “campaigns” that can be automated a. Mortgage Checkups b. Home Sales/Activity Reports2. Use Google Reader to Get Local. a. If we can get online: I’ll demonstrate GR3. Fatigue = Game Over a. One email per month = recommended frequency b. Supplement with your own killer content as you’re able4. Two Most Common Content Mistakes I See: a. Sending technical content to non-technical people b. Sending rate information to your DB ad nauseum
Step Three: Your Subject Line1. Avoid Keyword Traps!!!! a. Free b. Credit c. Mortgage (yes, Mortgage!)2. Try to keep your subject lines > 50 characters a. For example, this subject line is 52 characters long3. Personalize Your Subject Line via Mail Merge4. Be Conversational Don’t Make It Seem Like Marketing a. Example: “Hi Jonas, I Thought You’d Enjoy This Article” b. Example: “Hi Jonas, Would You Mind If I Give You a Call?” c. Example: “Hi Jonas, Quick FYI – Rates are Trending Down Today”
Step Four: Love Your Body Copy1. ALWAYS Mail Merge Your Introduction a. It’s really easy to do.2. Do love reading really long emails? a. Chances are, your database doesn’t either. Keep it short.3. WWMMD (What Would Mark Madsen Do?) a. Hyperlink out to your Blog/Website, of course.4. Get Your Audience to Interact With You via: a. Trivia (assuming you’re still awake, someone please ask me how this can be done) b. Contests c. Video d. Fun = Good … try sending something that will be forwarded on
Step Five: Timing is Everything1. Business to Business (ie: Referral Sources) a. Tuesday – Thursday between 9am and 3:30pm2. Business to Consumer (ie: Prospects/Clients) a. Evenings and Weekends are more effective because you are reaching your audience during leisure time.
Step Six: Call Behind 1. When you: a. Use an Email Service Provider b. Send Email via HTML 2. Then you can: a. See who is clicking on your emails in real time 3. Which means you might want to a. Call behind to deepen those relationships and drive referrals