Email Strategies Compared

The Pros and Cons for Various Email Strategies

There's been a lot of buzz lately about various types of email campaigns for Realtors®. But not all campaigns are created equally. In this issue of our "BP" we'll outline the positives and negatives of each of the various types of email campaigns available to Realtors®.

1. Drip Campaigns

Many of you have heard about drip campaigns. The term "drip," in this sense, refers to a finite series of pre-fabricated emails on a given topic. For instance, if you've just gotten a new prospect, you might start them on your "Home-buying Guide" drip campaign. Maybe it would consist of, say, seven emails, each spaced about a week apart. (Each email is one of the "drops.") Each email would walk the user through one aspect of home-buying: e.g. selecting a Realtor®, finding a mortgage company, talking to a home inspection service, etc. The idea is that your email will be received right about the time your prospect is in that particular stage of activity.

The Positives of Drips

Keeps you in front of your prospect. If your drip campaign actually has real and useful information, that could be another positive.

The Negatives of Drips

As a Realtor®, your greatest value to your clients is information. Drips drag it out over time. Give it to them now! It's also difficult to get the timing right with drips. Different clients will have different timelines in their home-buying experience, so your drip might be neither personal nor relevant to them. Finally, the drip concept doesn't scale over time. Once a particular drip is complete, what do you send now? Another drip?

2. Email Postcards

You know the ones. The flashy birthday cards and easter egg hunts. The rare recipient will appreciate these. Most will be annoyed by them. These were really cool about eight years ago. Not anymore. Ask yourself: What value do they provide my client?

The scary thing about email postcards is that they are often used by spammers as a means of verifying peoples' email addresses. Internet users are getting wise to this, and may end up blaming you for all the spam they receive. Not good.

Positives of Email Postcards

Fun for friends and family. Not for professional use.

Negatives of Email Postcards.

Annoying for the recipient. Cast unfavorable light on you and your company. You may be suspected (or reported) for sending unwanted email.

3. Email Stationery

Email stationery is exactly what it sounds like. Companies that provide this service will make all of your outgoing emails look like your company letterhead. They can even include links to your web site. Most such companies create a template and then provide you with instructions for implementing the template into your Outlook or other email application. When you go to send a new email, you're basically typing it on an email version of your letterhead.

A very well done email stationery can indeed boost your prospect's perception of your professionalism and value. Conversely, however, a poorly done email stationery could do irreparable damage. If you don't have an eye for design, make sure you get some honest opinions on your e-stationery before you commit to using it. We've seen some real doozies come through - emails that not even a mother could love.

Stationery Positives

Usually very affordable. Can be a valuable branding asset.

Stationery Negatives

If poorly done, can make you look like a rank amateur. Nobody will want to look at your gauche email.

4. The Email Newsletter / Monthly Campaign

We've seen dozens of approaches to the Realtor® Newsletter. Different types of content, different delivery methods, different subscription models. At first blush, the idea of having a newsletter sounds like a good one. And it is.

The most common mistake made by Realtors® (and people in other industries) is in their choice of newsletter content. We've seen so many of these newsletters that just talk about real estate news, mortgage rates, etc. Speaking as a homeowner, I've just gone through one of the most emotional, gut-wrenching experiences of my life. The last thing I want to read about is more real estate mumbo jumbo. Now I just want to relax and enjoy my home. So make sure your content is anticipated, personal, and relevant.

Also make sure your newsletter has an automated way to manage unsubscribe requests and new subscribers. You don't need that headache. Tracking is also important. You'll want to know what percentage of your readers are opening your newsletter, and how popular the content is.

And let's not forget about design. Your newsletter should look great. It should make people want to click on everything and spend a little time with it. You've only got that 2-second window in which to impress them.

Finally, be considerate of the volume of email most people receive everyday. Don't add to the clutter. We've found that a once-per-month campaign is plenty. More, and your subscribers start dropping off like flies.

Newsletter Positives

Keeps you in front of prospects and past clients, whether they're in the market or not. Provides value to your subscribers. Measurable results. Makes a positive impression.

Newsletter Negatives

Can be expensive and time-consuming if your try to do it yourself. Find a good company to work with.

The Upshot

Your image is very important to your business. Don't trust it to just anyone with an email product to sell. Work with providers who understand the value of your image. Always endeavor to provide value to your customers. When they're ready to buy or sell, they'll reward you for that value by giving you their business.

If you have questions or article ideas for this newsletter, please send them to me: . Expect another issue of our Best Practices in two weeks. I thank you for your kind attention.