Don't Forget Email Marketing
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Don't Forget Email Marketing

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  • 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.

Don't Forget Email Marketing Don't Forget Email Marketing Presentation Transcript

  • Don’t Forget Email Marketing!Presented by: Matt Goyer, Redfin@mattgoyerJuly 13, 2010, Real Estate Connect SF
  • Don’t Get Caught Up With Social Media Hype
    Redfin Survey, 450 site users
    http://bit.ly/FacebookNotTwitter
  • For Redfin: Email > Social Media
    Redfin’s #’s:
    Facebook: 1,100 fans
    Twitter: 4,571 followers
    Blog:
    1,400 email subscribers
    200 page views/day
    Email newsletter:
    210,000 subscribers, growing 250% year-over-year
    15-35% open rate
    Alerts for new listings: millions of emails a month
  • 5 Things to Get Right
  • 1. Do It For the Right Reasons
    Have a clear goal
    Build trust by telling it like it is
    Know your audience
    25-45 year olds, net-savvy, highly educated
    Commit to a schedule
    Twice a month
    Don’t spam, make it easy to unsubscribe
  • 2. Pick the Right Tool
    Will it integrate well with your site & blog?
    Can you personalize your mailings?
    Can you test different subject lines?
    Can you figure out what’s working?
    • Is it easy-to-use?
    Recommendations:
    MailChimp
    Whatever you use now for email
  • 3. Make It Easy to Signup
    Prominent sign-up box on your site & blog
    Landing page describing what you get, links to past ones
    • This is something we have not done well!
  • 4. Test, Improve, Repeat
    The basics
    Proof read
    Check all the links
    Does it look right in every email client? (Check out LitmusApp.com)
    Getting fancy
    Best time of day? (Afternoons)
    Best day of the week? (Undecided)
    Subject lines? (Catchy!)
  • 5. Get The Most Out of It
    Post to your blog
    Then link to your blog post from:
    Facebook
    Twitter
    Website
    Make it easy for promoters to share
    Respond to replies & comments
  • Proof Email Marketing Works
    “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.”
    - Seattle Redfin Customer
  • Industry vs. Redfin Newsletters
    Real estate averages from MailChimp report:
    http://bit.ly/EmailBenchmarks
  • Thanks!
    Email: matt@redfin.com
    Twitter: @mattgoyer @redfin
    Blogs:http://activerain.com/blogs/mattgoyer http://blog.redfin.com