E-mail marketing currently provides the best Return on Investment (ROI) of any marketing method. Studies have shown that the ROI of e-mail marketing can be as high as 50-to-1, meaning that for every $1 you spend on e-mail marketing, you can receive up to $50 in revenue. With a return like this, you can’t afford to NOT be taking part in e-mail marketing.
So, how do you take advantage of this high-ROI marketing method?
“The money is in the list.”
You need to build an e-mail list. This is most commonly accomplished through the use of a simple opt-in form on your website. It is vital that you include an opt-in form on your website where clients (or potential clients) can provide their name and e-mail address to you.
Why would someone give you their e-mail address? Internet users aren’t likely to just give away their e-mail address all willy-nilly, for the same reason you are hesitant to provide your e-mail address to someone online – you don’t want to receive spam!
The key to building that relationship with someone, and allowing them to willfully provide their e-mail address to you, is that you provide something of value to them.
What can you provide of value to a customer? The most common item is a digital product – a report, a guide, or some information that the potential client can find useful. Some great examples –
· Find the current value of your home.
· Get our free report on housing market trends in the Tacoma area.
· Get our free guide on 10 things every Seattle homebuyer needs to know.
These items can be automatically sent to potential clients, and they provide immediate value to the person who is considering whether or not to share their e-mail address with you.
Someone gave you their e-mail address. Now what? Most current Real Estate CRM or E-mail Marketing Software will collect these submitted e-mail addresses and automate the entire sales pipeline for you. Once a potential client has provided their e-mail address to you, your software can automatically enroll the potential client in a “drip” e-mail marketing campaign. This is a series of e-mails that are automatically sent to the potential client, over a designated period of time, in order to maintain consistent contact with the client, build your relationship with that client, and guide them toward buying or selling a property with you.
With the low cost and simple implementation process of incorporating an e-mail list-building system, you have no reason NOT to incorporate an e-mail marketing campaign.
What experiences have you had with an e-mail marketing campaign?
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