With Gmail alone boasting over one billion users worldwide and experts predicting this number will climb to 3 billion by the year 2020, it’s quite obvious that email is still one of, if not the most effective tool for reaching and connecting with customers. Of course, using email effectively for your property management business involves much more than just drafting up a message and clicking the send button.
Mastering the art of email marketing takes a certain degree of finesse and a well-planned strategy. If you could use a little help in this area, here are a few things that will help you get better results in 2017.
Prune your list.
It may seem scary to cut down your list of contacts, but the truth is, if you’re sending emails to people who have little to no intention of actually opening them, you’re wasting time and money in the process. Focus on reaching only those who are the most qualified leads. And, of course, always follow the rules. If someone doesn’t want to be contacted anymore, honor their wishes.
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Set clear goals.
Each and every email you send should have a clear purpose for what it is you’d like to accomplish. Whether it’s getting more traffic to your property management blog, convincing recipients to connect with you on social media or enticing them into claiming your latest offer, figure out what you want your readers to do and include a compelling call to action that will help you achieve that goal.
Segment and test your emails.
In addition to culling your list of recipients, making the effort to segment your existing list into groups and then honing your message to more effectively reach each of these groups based on their preferences and needs (i.e. those interested in residential property management vs. commercial, etc.) can dramatically improve your results. And of course, measure how your campaigns are performing by testing and tweaking on a regular basis.
Personalize your messages.
You obviously can’t create a separate email for every single person on your list, but if you’re sending out mass messages that begin with “Dear Customer,” you’re not going to win very many fans. Utilize email marketing platforms that allow you to personalize your messages to improve open and click-through rate.
Try different approaches.
You may have read somewhere that certain days (Tuesdays, Wednesdays and Thursdays to be exact) are the best days for sending emails. Unfortunately, if everyone else is following that same pattern, your recipients are getting overloaded on those days, which could mean your messages are getting lost in the shuffle. Experiment with different days and times and see which works best. You may also benefit from testing the frequency of your emails as well.
Using email can be a great method for both reaching new property management clients as well as staying connected and keeping existing clientele engaged with your brand. As you’re honing your marketing strategy for the New Year, consider putting one or more of the above suggestions into action and see whether your results begin to improve. You just might be pleasantly surprised!
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