The document discusses email marketing best practices and strategies for real estate businesses. Specifically, it provides: 1) Statistics on email open and click-through rates for real estate industry emails. 2) Five tips for email design and deliverability including keeping email width below 650px and including a call-to-action within the first 400px. 3) Suggestions for growing email lists such as best practice email registration processes and auditing existing assets. 4) Ideas for how real estate agents can use email marketing including lifecycle marketing tailored to customers' property interests and automated emails triggered by customer actions.

1. RP Data Email & Real Estate David Smerdon Head of Strategy - Vision 6

4. Why consider email?

5. Campaign Finishes Customer contact is broken with no details captured The prospect or customer is gone without a trace…

6. Speed to market Why email?

7. Tailored one to one communications that can inspire action - one click away from a sale

8. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base

9. Cost Sending 5,000 emails per month; Access fee $50.00 Email send costs $100.00 $150.00 per month Monthly access fees Total Records Monthly Fee 0 - 1,000 $30 1,001 - 5,000 $50 5,001 - 15,000 $90 15,001 - 50,000 $150 50,001 - 500,000 $220 Cost per email Number of Emails Cost per Email 1 - 200 4 cents 201 - 2,000 3 cents 2,001 – 10,000 2 cents > 10,000 1 cent

11. Why direct makes sense “ Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes”

12. Will maintaining a relationship with existing customers help or hinder your business into the future? Word of mouth will always be one of your most cost effective tools. Positive word of mouth propagates leads and email keeps you front of mind…

13. We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford

19. Is your business in e-denial?

20. Design, construction and deliverability 5 best practice tips

22. Width over 650px. Recipient has to scroll left to write to read the email

27. Images switched off Images switched on

28. Transactional emails Often a missed opportunity

30. My trip to the coast…

31. “ Transactional email offers the highest open and click-through rates of any type of email – 70% open rate for transactional email v 33% for opt in email” ¹ “ Less than 1% of email marketing funds industry wide are spent on transactional emails” ² Source: 1. Harte-Hanks metrics, 2005 2. JupiterReasearch, “E-mail Model” November 2005

32. Advertising is working hard to get new leads But the conversion engine is letting the team down…

34. Apple's iTunes Transactional e-mail receipts contain three "if you liked this, you'll also like" recommendations, an approach that turns a cost center into a profit center Clickz 5 th October 2007

35. 3 list growth strategies

36. 1. Best practice enews registration 1. Website registration 2. Registration web form 3. Thank you page 4. Confirmation email 5. Confirmation page 6. First eNewsletter

37. 2. Phone / in-office registration

38. 3. Audit existing assets

39. Spam compliance

46. Lifecycle marketing, conditional content and geo-targeting Header Footer Standard introduction Conditional content based on area of interest Property listings Open houses

49. Questions? Contact: David Smerdon [email_address] Ph. 07 3123 5005