Andrew Kennedy

HOW TO CREATE AN EFFECTIVE EMAIL NEWSLETTER CAMPAIGN

Overview

• Email Marketing – Definition of Email Marketing– Why is Email Marketing Important– CAN-SPAM ACT– Goals– Segmentation– Layout– Testing– Reporting

Definition of Email Marketing

Email marketing is directly marketing a commercial message to a group of people

using email.

Direct Marketing Association

Why is Email Marketing so Important?

• Consumers search for deals online– 44% Email– 43% Company website– 6% Search Engine– 4% Facebook

• Cost Effective– ROI $40 for $1

https://litmus.com/blog/email-preferred-more-clicks-conversions-roi

Why is Email Marketing so Important?

Monetate EQ2013

Highlights of the CAN-SPAM Act• Don’t use False or misleading header

information• Don’t use deceptive subject lines• Identify the message as an ad• Tell recipients where your are located• Tell recipients how to opt out of receiving

future email from you• Honor opt-out request promptly• Monitor what others are doing on your behalf

http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Email Goals

• What is your Email Goal?– Property Exposure– Website Traffic– Maintain Client Relationship– Enhance Lead Generation – Brand as "Expert"

Segment Target Audience

• Go deeper than just Age, Gender, and Education

• Identify: Renters, Buyers, and Sellers

• Content – Foreclosures– New Construction– Investor Information– Market Trends

www.constantcontact.com

Layout• Execution is Key– Subject Line– Content– Call to Action– Day and Time to send– From Line– Social Share Links

A/B Testing

www.smashingmagazine.com

www.constantcontact.com

Reporting

• Common Metrics– Opens Rate– Click-Through– Conversions– Share to Social– Forward to Friends– Bounce Rate– Spam Complaints– Junk

Questions