Targeted Email Marketing: Mining the Gold in Your Database

Previously, Eddie Cetin shared some helpful tips on how to clean up your database and get it fit for a marketing workout. Now he explains how, with a clean database, you can focus on targeted email marketing that maximises retention and minimises unsubscribes.

Most agents know email marketing is important, but they struggle to find the time or are unsure how to approach it. It is not surprising that it becomes overwhelming for many and they resort to blasting generic newsletters to everyone.

This is what I call the email marketing trap, which leads to an audience glazing over and eventually unsubscribing from your list; once this happens you have pretty much lost them for good.

When done well, targeted email marketing can help you find the right buyer faster and deliver a stream of vendors that have been continually nurtured over time. We hear so many instances from clients where, after sending out some targeted emails, several high-value listings land on their lap. However, although it’s so quick and it costs nothing to send a bulk email, it has certainly become more challenging to cut through and be noticed in someone’s inbox. The average person now receives over 100 new emails a day. Increasingly, emails need to be relevant and deliver value to earn a place in someone’s inbox.

It all starts with who you are sending to and what problems need solving. The diagram shows four main categories where email marketing would aim to either retain a relationship or attract new relationships.

With an increasing number of consumers using mobiles to see emails and websites, you need to make sure that everything you send is responsive. This is a specific format that will adjust automatically depending on what device is used to view the content.
Tip: Send some test emails to people in your agency to see what they look like on a variety of devices, including tablets. If they are not easily readable then contact your CRM provider for a ‘responsive’ solution.

This is the most important component and the reason why someone takes the time to open the email in the first place. Avoid using a regular generic headline such as ‘Market Update’ or ‘Newsletter’.
Pick a point of interest that the email covers. Put yourself in the shoes of your intended audience and ask yourself, ‘Why would I open this email? What is the one problem I can expect to solve by opening it?’

Always be brief and to the point, using short paragraphs. Avoid large sections of text; use images and even link or embed videos.

Look at the stats on open rates. If you are experiencing an open rate of 20 per cent or more then you are doing well. Take note of what emails gain more traction and which ones do not perform so well.

If you haven’t yet downloaded the Data Detox free report then please head over to agentbox.com.au/detox to get your hands on a copy. A clean database will certainly make your email marketing so much easier.

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Eddie Cetin

Eddie Cetin is the APAC Managing Director of Reapit Group. The combined Agentbox and Reapit offering provides real estate agencies with one market-leading solution for Sales and Property Management. Eddie co-founded Agentbox, the Sales CRM of choice for most high performing agents around Australia. For more information, visit agentbox.com.au