October 11, 2011

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Top 10 Tips for Email Newsletters

Online newsletters can be an extremely cost effective and successful marketing tool.

With an email newsletter you can talk to customers past, present, and future, keep your brand fresh in the market’s mind, develop your reputation as an expert or leader, and create and build new relationships within the community, not to mention cultivating leads.

Here are propertyadguru.com’s Top 10 Tips for Email Newsletters:

1. Reach far and wide but remember who your audience is. Keep in contact and engage all your contacts including tenants who become purchasers, who become sellers, who become investors who provide referrals and repeat business. But always keep in your mind who your audience is and what they are looking for. It has to be relevant to keep them interested. Ensure there are articles or links to articles in each edition that relate to each of your subscriber segments so they will find at least one article of interest (eg: buying, renting, investment).

2. Add value with great content. Got a fabulous 7 bedroom luxury house for sale? Feature it! Include a snapshot of recent sales, properties for sale and rent, a market update, renovation or moving tips, community noticeboard, local info summary, and more.

3. Don’t be afraid to beat your own drum a little. This is the perfect place to spread a little good news. If you have received any awards or testimonials mention them here! And you could also include staff profiles or big sales and successes.

4. It doesn’t have to be all about you. Think big - broader issues, local community news, new property laws. How can you make these relevant for your audience?

5. Design is important. If you have great photos, show them. Ensure there are some images or graphs to break up the text - the layout needs to be pleasing to the eye, logical and easily scannable.

6. Don’t forget to edit. This is a public document, presenting your company to the world. Spelling, grammar, accuracy, fact checking and presentation are important. Always get a second pair of eyes (or better still, an editor) to double-check it!

7. Brevity. Keep each article relatively short and concise and perhaps have a summary in the newsletter with a link to the full article. People don’t want to read an essay.

8. Encourage people to pass it on. The newsletter is another form of advertising, so make it easy for your audience to spread the word for you by including a “send to a friend” button on your newsletter, and links to “sign up”.

9. Promote it widely. Use every opportunity to sign people up. Print it out for open house inspections and collect email addresses, allow people to sign up online, advertise it on your window, marketing flyers, advertisements and listings.

10. Measure the impact and learn from it. An email newsletter adds value to your business so you need to measure the results or effectiveness of your newsletter – otherwise, what’s the point?! How many times is the email opened, passed on and which articles or links are most popular? These statistics will help you know what your audience likes and wants and tailor and develop future newsletters.

We’ve focussed our Top 10 Tips on what to do, rather than how to do it. If you need help designing and sending an online newsletter many back office or CRM systems now have inbuilt tools to help you do just this, or there are email marketing programs that can assist at all different levels of sophistication. Your web designer should also be able to assist.


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  3. 12 Tips for Christmas Email Newsletters
  4. Previously on Property Ad Guru: Email Newsletters
  5. Email Marketing Tips from campaigner.com
  6. Is there a Right Time to Send Email Newsletters?
  7. Four More Ways to Refine Your Email Marketing
  8. How to Convert Facebook Fans into Email Subscribers
  9. Agent Strategies: Email Still a Good Option
  10. Top 10 Tips for Email Etiquette

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