Before I read this free email marketing ebook published by homestomper.com, I had a completely different take on what email marketing was. I used to think it was the art of blasting messages at any email address I could find. Just put a bunch of email addresses into a group or list, then once a week remind them how great you are. Right? [shaking head back and forth]
Maybe this was my thought because I’ve been the recipient of several email marketing campaigns that appeared to do just that. Ahhhh, m-a-y-b-e… it’s because that’s how I’ve participated? (but I would never admit to that in writing) Regardless of how/when email marketing got a bad rap in my mind – it’s been cleared of all charges. It’s cousin, email spamming, still has a bad rap but I view email marketing as a completely separate and valuable tool.
I was set straight on Page 17, The skinny of consumption. Email marketing should provide value to the recipient. It’s a tool that when used correctly improves the relationship between sender and recipient. The Consumption Strategy is where ideas started to flow. We see it in use all the time so it was simple to grasp. When you buy a product it usually comes with instructions. The product teaches you how to consume it. Even simple to use products like shampoo do this, “Lather, Rinse, Repeat.” If it’s good business for shampoo companies to teach people how to use shampoo, don’t you think it would be good business for you to teach clients how to use your products or services?
Apply it to Real Estate
The first product that came to my mind is your IDX solution. I was recently speaking with a REALTOR® in Scottsdale about the first few emails they send after someone signs up for an account on their website. Once an account is created, he follows up with a series of emails that explain how to use the product. It isn’t a single email with an instruction booklet attached, it’s a series of emails that each explain a specific piece – how to find it, and (more importantly) how others have received value from it.
Think about the recipient’s position. They create an account on a website and the first few emails they receive are helpful emails that answered some of their questions BEFORE they asked! I would say the emails are providing value and improving the relationship between sender and recipient.
If you are sending out newsletters to a database of clients, I would definitely implement the Consumption Strategy. The best thing for your email newsletter is for people to forward it to their friends looking to buy or sell. Provide instructions on how to do that! Either before or after the message include a single line that says, “To send this email to someone you know who is looking to buy or sell a home, click the forward button.” Think it’s too basic and that you don’t need to include such obvious instructions? Believe me, “Lather. Rinse. Repeat.” has you beat!
Social Proof
On to page 21, Convert Your Subscribers using Social Proof, Mark shares some specific ideas on how to influence readers using Social Proof. He ends with the question, “What others can you think of?”. Sticking with the referral idea, a thought that jumped into my head would be to say something similar to, “I have to pause for a moment to say thank you to the three readers that passed my name along to their friends. (You know who you are!) I promise to make you look good!” Then dive into the normal contents of your email. All we’re doing here is planting the seed that the cool kids are passing your name around!
I could go on about other sections of the ebook, but it’ll serve you better to download the quick-read, Guerrilla Essentials to Email Marketing.
