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- Overall Campaign:
Email marketing should be considered an ongoing campaign and retains the same principles of all advertising. A consistent branded message to your targeted audience will bring long-term success.
- Target:
Are you hitting your target audience with the lists you have selected to rent? No results can be guaranteed, but the more targeted your selects and having an offer designed to those selects will help improve your responses and quality of leads. Ensure you have every list on the market at your fingertips — hire a specialized broker if you do not have this expertise in-house. Compare references.
- Offer:
Is your message written with your target audience in mind (C-levels interested in the overall picture, Influencers interested in day to day benefits) and are they being sent the appropriate offer? Email allows the opportunity to learn which benefits each influencer will hear. Talk about the benefits of your offer, not the specs of your product. Generating quality leads should be the objective.
- Offer Presentation:
Does the beginning of your message grab the reader's attention, with your targeted offer and one hyperlink above the fold?
- Message Format:
Is the message in the format that appeals to your target audience (text, HTML, Rich Media). Not all lists will allow HTML or Rich Media.
- Subject Line:
Have you devised a winning subject line, or are you testing the validity of different subject lines with split campaigns?
- Landing Page:
Does your landing / lead page obtain the right information from your prospective client without being too long and intimidating?
- Testing:
Location is to Real Estate as Testing is to Email Marketing. Email allows you to be certain about the ingredients - lists, subject lines, offers, html vs. text, etc. Successful campaigns tell us you need a control to test, so be systematic.
- Reporting:
Do you have the reporting backend / tracking in place to determine the successes of the campaign? Track as much information as you can, the more data you have the more you will learn about what is working with your campaign. Real-time online reporting is key.
- Scheduling:
You should plan on scheduling your campaign at least two weeks before the mail date to allow for list research, list choices, and ad copy creation. The drop date is usually 5-7 business days after the completed ad copy with working URLs is supplied to your broker. These are minimum time requirements - always plan for the unexpected.
Need help with your campaign? Contact NetHawk
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