Turning $1 Into $40…The “Write” Way -The Development of a Robust Marketing Campaign #GenBlue

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If the average ROI on email marketing is $40 for every $1 spent, shouldn’t we be doing a better job with our $1 investment? While broadcast tools (including those provided by the brand) are very functional as part of a bigger program, what else is there that could make you stand out from the crowd? In this session we will investigate the development of a robust campaign, the methods for segmenting an audience properly, tools for list-building and much more. We will also look at specific tools for creating full-scale, year-round, email programs online.

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  • Keyword Ads are a 17% ROI and banner ads are 2% (based on every $1.00 spent).
  • Keyword Ads are a 17% ROI and banner ads are 2% (based on every $1.00 spent).
  • http://www.icontact.com/email-marketing-survey-2013/resultshttp://news.constantcontact.com/sites/constantcontact.newshq.businesswire.com/files/image/image/emailmarketing.png
  • The lists need to make sense to you – so group people how you want.
  • The lists need to make sense to you – so group people how you want.
  • The lists need to make sense to you – so group people how you want.
  • The lists need to make sense to you – so group people how you want.
  • The lists need to make sense to you – so group people how you want.
  • 1. http://www.icontact.com/email-marketing-survey-2013/results
  • http://www.sociallystacked.com/wp-content/uploads/2013/07/emailinfographic.jpghttp://www.salesforcemarketingcloud.com/blog/2013/07/email-marketing-stats/
  • http://www.sociallystacked.com/wp-content/uploads/2013/07/emailinfographic.jpghttp://www.salesforcemarketingcloud.com/blog/2013/07/email-marketing-stats/
  • Turning $1 Into $40…The “Write” Way -The Development of a Robust Marketing Campaign #GenBlue

    1. 1. Turning $1 Into $40 The “Write” Way The Development of a Robust Marketing Campaign Coldwell Banker Generation Blue 2013 Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    2. 2. How This Will Flow … Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue  Why use email marketing?  Can-Spam considerations  Gathering and grouping contacts  Content ideas  Creating a schedule  Tools: DIY and paid services  Best practices when you DIY  Measuring success
    3. 3. Email Marketing Magic If the average ROI on email marketing is $40+ for every $1 spent, shouldn’t we be doing a better job with our $1 investment? While broadcast tools (including those provided by the brand) are very functional as part of a bigger program, what else is there that could make you stand out from the crowd? In this session we will investigate the development of a robust campaign, the methods for segmenting an audience properly, tools for list-building and much more. We will also look at specific tools for creating full- scale, year-round, email programs online. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    4. 4. Email Marketing Matters For every $1 spent, $44.25 is the average return on email marketing investment. (Experian) Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    5. 5. Go Beyond Email Your email marketing can often be posted elsewhere – on your blog, social sites, or even your old website. Try cross- posting on your various channels for more exposure. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    6. 6. Can-Spam Serious stuff Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    7. 7. CAUTION: Can-Spam Whenever you send an email message promoting a product or service – you will need to comply with the Can-Spam Act. To comply, your email message should have: An opt-out notice & mechanism Your physical office address Clearly note that you are advertising/soliciting Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    8. 8. Sample Opt-Out Text To be placed at the bottom of your marketing emails: Please note: If you do not wish to receive further emails from us, please reply to this message with the word REMOVE in the email subject or body, and you will be removed from our mailing list. Here is the REALLY IMPORTANT PART … if they ask to be removed – remove them. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    9. 9. Properly Identifying Yourself Make sure you have properly identified yourself in everything you send. Stefanie Ainge Hahn Coldwell Banker Hearthside, REALTORS 350 W. Main Street | Collegeville, PA 19426 610-489-7700 x7106 | 484-452-4008 s.hahn@cbhearthside.com www.StefanieHahn.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    10. 10. Gathering Contact Info The hardest part Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    11. 11. Contact List Management Here’s the bad news. This part may be painful. Getting your list together can be tedious, but totally worth it. Go through your email contacts, old holiday card lists, excel spreadsheets and social media. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    12. 12. Grouping Contacts Create small and targeted lists. A contact’s groups can and likely will change. If you are consistent and persistent with your email marketing (without being annoying) you will be front of mind when they are looking for an agent. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    13. 13. List Segmentation Hot Buyers (1 – 3 months) Lukewarm Buyers (6 months) Cold Buyers (12 or more) Hot Sellers (1 – 3 months) Lukewarm Sellers (6 months) Cold Sellers (12 or more) New Homeowners (1 year) Homeowners (1+ years) Farms Renters Family Friends Neighbors School PTA Church Other groups Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    14. 14. Storage of Contacts Once you begin gathering your information, where to store your contacts becomes important. • An Excel or Google Docs spreadsheet • Within your email program Tip: Keep the version in your email up-to-date and download it as a spreadsheet every so often. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    15. 15. Gathering More Contacts • Using forms on your website • Asking for the add • In your email signature • On your social sites • In print via QR code • Snail mail postcards/promos Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    16. 16. Using Forms to Increase Your Reach Consider adding a form to your website asking people to sign up for your newsletter or other email marketing. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    17. 17. Beware - Unsubscribes Happen Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue PHOTO: http://theprominentcircle.com/permission-email-marketing
    18. 18. Content Ideas The best places for content and writing it yourself Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    19. 19. Write it! Write it? Yes … or photograph it. Better yet – video it! Write about: • Local market stats, events, area information • New store or restaurant openings • Ask a resident – Why this town? • An experience (how you helped, what you learned) • How you work (steps involved in listings, FTBH’s) • Share area photos, history, architecture • Homeowner tips, garden advice, whatever you are into • Real estate terms and tips Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    20. 20. Get Inspired The best thing you can do to get inspired? READ. Newspapers, area blogs, local newsletters and magazines – all great places to find inspiration! Figure out what inspires you and build some time into your day to do it! Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    21. 21. Think F.A.Q.’s Those questions that you get asked all the time? They make fab content for your real estate marketing. Make a list and write, photograph or video your answers. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    22. 22. Google It: RE Content Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue http://www.inman.com/2013/06/27/101- topic-ideas-for-your-real-estate-blog/ http://bradsdomain.com/50-content-ideas- and-topics-for-blogs/
    23. 23. Need Content? HouseLogic! NAR has a great content resource for Realtors® located at: members.houselogic.com You will need your NRDS # to access this content. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    24. 24. Using HouseLog ic Content Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    25. 25. Creating a Schedule Start NOW! But pace yourself with a schedule. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    26. 26. Determine Frequency Different groups will require different contact frequency. This is why grouping your contacts is so important. Most likely you would not send a hot buyer lead the same piece as a client you just settled in a new house last month. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    27. 27. Scheduling Suggestions Pick one day a month to get your content ready. By ready I mean – have the emails in your draft folder, complete, spell-checked, addressed and truly ready.  Calendar your send-out dates. Stick to them. Write it down.  Keep yourself prepped one month in advance (at least). Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    28. 28. A Content Calendar Example Planning is critical if you want to succeed. Take some time to figure out WHEN, WHAT and WHO. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    29. 29. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events NOVEMBER  Give thanks video message  Showing your home during the holidays  How to price your home to sell  Energy (and money) saving tips  Title Insurance explained Photo Ideas Thanksgiving decorating Pep rally/football game Front doors
    30. 30. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events DECEMBER  Holiday video message  Fun winter holiday options  Mortgage term explained  Evaluating an offer  Good credit goes a long way Photo Ideas Christmas lights Holiday traditions Families
    31. 31. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events JANUARY  Happy New Year video message  Beating the winter blues  Selling your home in winter  Keeping the heat in  Book list Photo Ideas Popular resolutions Winter fun around town Snowmen
    32. 32. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events FEBRUARY  Happy Valentines Day video message  Presidential history  Building your Spring “to do list”  Renting vs. Owning  Winter remodeling projects Photo Ideas Hearts Couples Great date spots
    33. 33. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events MARCH  Spring forward announcement  Getting your garden started  Spring cleaning – get the cobwebs out  Spring market tips for sellers video  Benefits of buyer agency  Who pays for what? Photo Ideas 1st signs of Spring Gardens Windows
    34. 34. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events APRIL  Questions to ask before hiring a contractor video  Tips for a successful Open House  The listing process  Rainy day boredom beaters  Understanding a home inspection report Photo Ideas Rain/rainbow Roofs Opens
    35. 35. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events MAY  Gardening tips and tricks  Happy Mothers Day video  Multi-generational living  Consider downsizing  Is it time for a price adjustment?  What to offer Photo Ideas Outdoor living Moms Decks
    36. 36. Content Planning Ideas Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue For your locals: Market update Local news Area events JUNE  Outdoor living  Patio and deck remodels  The grass is always greener …  Understanding the sales contract  The loan process video Photo Ideas Kids! Classic summer shots Pools
    37. 37. Tools You can DIY your email marketing or use a service Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    38. 38. eMarketing from Coldwell BankerColdwell Banker offers agents FREE eMarketing on CB Works. Setup your profile and create eCards and eNewsetters in minutes. To get started, go to http://cbworks.coldwellbanker.com On the green left menu (Sales Associate Quick Links), find and click on eMarketing. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    39. 39. eMarketing from Coldwell Banker Mouse over eMarketing Tools Click on Settings Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    40. 40. eMarketing from Coldwell Banker Add/Edit your information as need here. Switch out those old photos and click SAVE (bottom right) when you are done! Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    41. 41. eMarketing from Coldwell Banker Let’s look at the steps to create an eCard with the Coldwell Banker eMarketing program. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    42. 42. Creating & Sending an eCard Mouse over eCards Click on Create Step 1: Pick a card … any card. Click on a card to preview and get started Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    43. 43. Creating & Sending an eCard Step 2: Everything is already filled in – but you can customize to fit your needs (headline and message) Click Continue
    44. 44. Creating & Sending an eCard Step 3: Write a subject (this is the email subject line), craft your message and add your recipients. Click Continue Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    45. 45. Creating & Sending an eCard Step 4: Send now or schedule for later! Click Send/Schedule to finish. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    46. 46. eMarketing from Coldwell Banker Let’s look at the steps to create an eNewsletter with the Coldwell Banker eMarketing program. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    47. 47. Creating & Sending an eNewsletter Step 1: Mouse over eNewsletters Click on Create Select header Select layout Name your project Click Continue Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    48. 48. Creating & Sending an eNewsletter Step 2: Type in your headline and start adding content! Free-form article, OnLocation video, existing property, CB library article, new property or an image. Don’t stuff. Click Continue Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    49. 49. Creating & Sending an eNewsletter Step 3: Write a subject (this will be your email subject line) and add your recipients. Click Continue Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    50. 50. Creating & Sending an eNewsletter Step 4: Click Send now or schedule to send later. Click Send/Schedule to finish. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    51. 51. Creating & Sending an eNewsletter Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    52. 52. Other Options There are options outside of the eMarketing on Coldwell Banker, but you will have to spend a bit of cash. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    53. 53. Constant Contact www.constantcontact.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    54. 54. Sharper Agent www.sharperagent.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    55. 55. Happy Grasshopper happygrasshopper.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    56. 56. Pop-A-Note www.popanote.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    57. 57. AWeber www.aweber.com Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    58. 58. For the DIY’ers … How to Email. (Really). Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    59. 59. Send Individually or BCC If your lists are small enough – send individually. If they are larger, use the blind carbon copy box (or BCC). Do not send to more than 50 people at one shot if you are doing this on your own. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    60. 60. Keep it Simple Want to be read? Keep it simple – honest. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    61. 61. Un-market Your Marketing Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue Try to take the “marketing” out of your marketing: 1. Make it useful 2. Personalize it 3. Strive for interaction
    62. 62. 100 Words to Avoid in your Subject Line The following list was compiled by Marketing Sherpa of the top 100 words you should avoid in email subjects, as presented by Tony Loxton on Digital Dialogue. 100% free 50% off act now all words that relate to sex or pornography all words that relate to cures or medication amazing anything that looks like you're YELLING apply now as seen as seen on Oprah as seen on TV avoid be your own boss buy call now cash bonus cialis click here collect compare consolidate contains $$$ contains word "ad" credit Dear Friend discount don't delete double your anything double your income e.x.t.r.a. Punctuation earn earn $ earn extra cash easy terms eliminate debt extra income fast cash financial freedom for only for you FREE free free access free gift free instant free offer free samples! friend g a p p y t e x t get get out of debt hello herbal hidden home based hot information you requested instant levitra life insurance limited time loans lose lose weight lower your mortgage rate lowest insurance rates make money medicine mortgage multi level marketing notspam now only numerical digits at the end offer online degree online marketing online pharmacy only open opportunity promised you refinanced removes reverses satisfaction search engine listings serious cash starting with a dollar amount stop or stops teen undisclosed recipient valium vicodin winner work from home xanax your family Your own You're a winner! Via: http://www.easyemerge.com/upgrade/blog/2010/07/100-words-to-not-use-in-email-subject-lines Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    63. 63. Best Days & Times to Send?Monday and Tuesday have the highest open rates, with the high end of that in the 8am to 12pm time frame1, 2. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    64. 64. Most Photos Will Be BlockedMany of our email services block photos in embedded into emails automatically – requiring the reader to “click to view photos”. Consider that most people are reading the majority of their email on their mobile device and will not click to view your photos (or might move on if they do and have to wait for the download). Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    65. 65. Best Practices for DIY’ers Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue 1. Plan ahead 2. Schedule yourself 3. Group contacts and email accordingly 4. Be consistent 5. Add some personality 6. Track your open rates 7. Tweak 8. Track some more/evaluate progress
    66. 66. Measuring Your Success One of the best reasons to use email marketing? You can actually measure your success! Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    67. 67. Tracking Open Rates Look at open rates, clicks, bounces, unsubscribed – for every piece. Even more important – who has replied? Clicked? Interacted?
    68. 68. Tracking Open Rates Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    69. 69. Were You Consistent? Remember, Rome wasn’t built in a day BE CONSISTENT – FOLLOW YOUR PLAN Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    70. 70. Did Business Improve? Your business will improve with consistent email marketing. Learn from your stats … tweak as you go and be willing to spend some money. Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue
    71. 71. Thank You! Thank so much for coming to our email marketing session – we hope you learned some good stuff that you can actually use! Have a nice rest of the day. Happy GenBlueing! For the class slides: www.StefanieHahn.net/slides Stefanie Hahn & Chris Beadling | www.StefanieHahn.net/slides | October 2013 | #GenBlue Stefanie Hahn s.hahn@cbhearthside.com Chris Beadling c.beadling@cbhearthside.com

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