Local newsletters tend to perform better on open rates and click throughs. Note that our CTR is lower than the industry average because we don’t optimize for clicks.Mailchimp defines abuse complaints as user-defined when a receipient clicks a button that marks us as spam.Soft bounce is associated with an out of office auto-reply or the mailbox is full.Hard bounce means an email address failed.
Transcript of "Don't Forget Email Marketing"
Don’t Forget Email Marketing!Presented by: Matt Goyer, Redfin@mattgoyerJuly 13, 2010, Real Estate Connect SF <br />
Don’t Get Caught Up With Social Media Hype<br />Redfin Survey, 450 site users<br />http://bit.ly/FacebookNotTwitter <br />
For Redfin: Email > Social Media<br />Redfin’s #’s:<br />Facebook: 1,100 fans<br />Twitter: 4,571 followers<br />Blog: <br />1,400 email subscribers<br />200 page views/day<br />Email newsletter: <br />210,000 subscribers, growing 250% year-over-year<br />15-35% open rate<br />Alerts for new listings: millions of emails a month<br />
1. Do It For the Right Reasons<br />Have a clear goal<br />Build trust by telling it like it is<br />Know your audience<br />25-45 year olds, net-savvy, highly educated<br />Commit to a schedule<br />Twice a month<br />Don’t spam, make it easy to unsubscribe<br />
2. Pick the Right Tool<br />Will it integrate well with your site & blog?<br />Can you personalize your mailings? <br />Can you test different subject lines?<br />Can you figure out what’s working?<br /><ul><li>Is it easy-to-use?</li></ul>Recommendations:<br />MailChimp<br />Whatever you use now for email<br />
3. Make It Easy to Signup<br />Prominent sign-up box on your site & blog<br />Landing page describing what you get, links to past ones<br /><ul><li>This is something we have not done well!</li></li></ul><li>4. Test, Improve, Repeat<br />The basics<br />Proof read<br />Check all the links<br />Does it look right in every email client? (Check out LitmusApp.com)<br />Getting fancy<br />Best time of day? (Afternoons)<br />Best day of the week? (Undecided)<br />Subject lines? (Catchy!)<br />
5. Get The Most Out of It<br />Post to your blog<br />Then link to your blog post from:<br />Facebook<br />Twitter<br />Website<br />Make it easy for promoters to share<br />Respond to replies & comments<br />
Proof Email Marketing Works<br />“Great job to the Redfin team for the stats on the current market. As a consumer, I appreciate that Redfin has a policy of being open and honest with information and data; a good contrast to [removed]. In fact, I would now say that this transparency is now a bigger motivator for me to use Redfin for my purchase than the 1.5% refund.”<br /> - Seattle Redfin Customer<br />
Industry vs. Redfin Newsletters<br />Real estate averages from MailChimp report: <br />http://bit.ly/EmailBenchmarks <br />