With all of the new technology available it’s easy to forget that one of the most effective marketing tactics is still the simple concept of email marketing. Think about it – you can send snail mail, but it’s expensive and they probably won’t even look at it. You can launch a cold-calling campaign, but you’ll probably get more hang ups than connections. Yet, email marketing remains one of the easiest, most effective ways to reach people right where they are – and it’s something that works very well for property management professionals, provided it’s done right. Here are a few tips to help get your email campaign off the ground and hone it so it actually gets results.
Capture their attention
The single most important component of your emails is your subject line. It’s what will grab the attention of your audience and make them want to open and read more. It’s like the wrapping paper on a gift – beautiful, captivating and enticing. Be creative with this part. Put yourself in the shoes of the people you’re trying to reach and imagine what type of intro would catch your eye and pique your interest.
The Property Manager′s Guide to Extraordinary Marketing has all the inspiration and resources you need to get the right message heard by the right people.
Make it visually appealing
It’s important to remember that with email marketing, you really only have someone’s attention for a short time, so don’t bombard them with too much information. Mix it up with images, text, links and visually appealing fillers like bullet pointed lists. Make it easy for your audience to quickly scan through the email and gather the information they’re looking for. With email, remember the old adage and keep it short and sweet.
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Give them something worth reading
If you want people to actually open and read your emails, you have to give them something worth reading. Email marketing should be more about your audience than about you. Provide them with helpful tips about things like home improvement, or share funny quips, facts or recent news relating to the property management industry that your audience might find interesting. Make your content something of value to your readers. The more it caters to them, the more likely they’ll be to look forward to your next one.
Analyze to optimize
The next step in managing an effective email marketing campaign is measuring the results frequently to determine what content is getting the best results. Are people clicking on pictures of your listings that are included in your email newsletters? Are they clicking through to read your articles? When you learn what is getting the most attention, you can then hone future campaigns to capitalize on this information. Essentially your audience will tell you what they want to see more of through detailed analytics.
Ask to be whitelisted
Don’t forget to ask people to add you to their email whitelist so your emails don’t end up in their spam folders. Put small reminders in every email to get the message across. The more people you get to follow these directions, the higher your deliverability rate will be and the larger your audience.
Email marketing is an inexpensive way to reach a large number of people in an instant, and if it’s done right it can be highly effective. By following these tips, you can optimize your email marketing strategy and start getting the results you want.
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