How to Become an Email Marketing Ninja

www.melissazavala.com
Simple Strategies
That Will Transform You Into
an Email Marketing Ninja

Today’s Agenda:
ü  Review the anatomy of email newsletter and drip campaign systems
ü  Simple strategies for engaging prospects, clients, and referral partners
ü  5+ newsletter hacks you won’t believe you didn’t already know
ü  Create a master plan for staying top-of-mind with clients and prospects
ü  Best practices for creating dynamic email newsletter content
ü  Consider available success tools for enhancing online productivity
ü  Questions + Answers

Before we jump in… let’s have a look

The U.S. Consumer and Email
87%
of the
population
of the US has
Internet at
home
95%
of US
consumers
use email

Must-Know Facts About Email
Of people who
“opt-in” say the
email is useful
95%
Of consumers always
open emails from their
favorite companies
70% 72%consumers
prefer to use
email

How to Hit Your Target Group and
Capture Leads with Email Marketing

www.melissazavala.comwww.melissazavala.com
The Benefits of
Email Marketing

Extremely Cost Effective
•  Less than $.01
per email sent
(sometimes
even free)
•  Return is $44.25
for every dollar
spent.

Saves Time
•  Communicate
with hundreds or
thousands in
seconds
•  Plan ahead and
schedule

Increases Visibility
•  Stay top-of-mind
with everyone
you meet
•  Adds another
communication
channel

Drives Traffic to Your Website
•  Get More Traffic
to Your Website
•  Increase
Followers on
Social Media
•  Stay Connected

Helps You to Identify Your Top Prospects
•  Robust Analytics
•  Social Media Info
and Increased
Data

The Language of
Email Marketing

Drip Campaigns
•  Email
communication that
is continuous
(slow and steady)
•  Emails that are
automated and
come at previously
specified intervals
1

Autoresponders
•  Pre-written email drip
campaigns
•  Designed with a certain
result in mind
•  Begin when someone
adds their name to a
list, makes a request,
or opts in
•  Come at specific
intervals
2

HTML vs. Plain Text
•  Hypertext Markup
Language (code/
language use to add
‘pretty’ to the Internet)
•  Plain text may seem
more natural, like a
regular email between
friends
3

RSS Feeds
•  Way to deliver
changing content
(such as the news)
•  Rich Site Summary
or Really Simple
Syndication
•  Most blog sites
have RSS feeds
4

Selecting the Right
Email Marketing for
Your Business

Pre-Written Content
•  Real Estate CRMs often have
pre-written newsletters
•  Be careful not to plagiarize.
Always cite sources.
•  Advantage: You do not have
to create the content
•  Disadvantage: All users have
the same content
1

Create Your Own Content
•  Always unique.
•  Represents you.
•  Advantage: Speaks to
your prospects with your
own voice.
•  Disadvantage: Time
consuming to create.
2

Curate Content
•  Share relevant content
and infographics.
•  Use sites such as Pinterest
and Buzzsumo to gather
ideas
•  Advantage: Unique.
•  Disadvantage: May drive
traffic to other sites.
3

Use RSS Campaigns
•  Add an article to your blog
and it automatically goes to
your list.
•  Advantage: Automation
•  Disadvantage: Content
may not speak directly to
your audience.
4

Tools to Help You
Succeed

Email Marketing Providers

Landing or Lead Pages

Real Estate CRMs with Built-in
Email Templates

Email Address Collection
•  Landing Page -> List
(automated)
•  Add from Email or
Meetings (manual)
•  Consider automation
products (such as Zapier
or IFTTT)

Create an Email
Master Plan

Select an Email Style
•  Pre-written Template
vs. Create Your own
•  HTML vs. Plain Text
•  Consistent Branding
1

Set Your Email Schedule
•  Which day of week is
best for opens?
•  What time of day is
best?
•  When will I prepare my
emails?
•  Can I be consistent in
my email schedule?
2

Plan Your Content
•  Remember: E – E – C.
•  Educational: Will the
recipient learn something
useful?
•  Entertaining: Will the
recipient smile after
reading?
•  Conversational: Will the
recipient want to continue
the conversation?
3

Follow Up
•  Look at the analytics
•  Who is opening?
•  Who is clicking?
•  What are they reacting
to?
•  Can I contact them to
continue the
conversation?
4

5+ Hacks to Improve
Your Emails

Remove the Smell of Spam
•  Email real prospects
only
•  Delete standardized
template text and
change subject lines
•  Be conversational
and light

Spend Time on Your Headlines
•  Gets Attention
•  Evokes Emotion
•  Coschedule.com/
headline-analyzer
•  Copyblogger.com

Use Good Photos
•  A picture is worth
1000 words
•  People capture
visual messages
60,000 times more
quickly than text
•  Use Canva.com
and Ribbet.com

Share on Social Media
•  Add Social Sharing Buttons
•  Boosted Posts and Shared Content
Increases…
• Page likes
• Traffic to your website
• Social Interaction
• Exposure / Visibility

Take Control of Email
Marketing = Taking
Control of
Your Business

Automated Activities
Which daily activities can be on autopilot? Which
activities require minimal human intervention?

Inbound Marketing Campaigns
•  Create multiple
plans and pathways
for different inbound
marketing
campaigns
•  Use autoresponders
and scheduled
emails when
applicable
•  Deliver immediately,
if applicable

Resources
The Conversion Code by Chris Smith
Email Marketing Demystified by Matthew
Paulsen

Simple Tips to Remember
1. In General
-  Create an email marketing plan and consistent brand.
-  Be consistent and professional in your online activities
-  Stick with it!
2. Content Tips
-  Be Educational
-  Be Entertaining
-  Be Conversational
3. Leverage Social Media
-  Get people to opt-in (you don’t own your Facebook or Instagram, but
you own your email list)
-  Boost or share to increase exposure

Recap: Rev up your email marketing
by…
•  Sticking to a regular schedule
•  Having a structure for adding leads and emails to
your list
•  Providing value and not overselling
•  Set in place tools to continue to deliver value with
market reports and listing alerts
•  Convey trust, fun, and enthusiasm in everything you
do!

The Key to Slowly Increasing
Your Closings

It’s All About Good Systems

Don’t Stop Running the Race

Questions?

Find more upcoming webinars at http://www.melissazavala.com/speaking
Thank you for attending!

How to Become an Email Marketing Ninja

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