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How to Become an Email Marketing Ninja

Real estate agents. These are the slides from a live webinar presented in July 2016 by Broker Melissa Zavala with tips and tools for generating more real estate sales through email marketing and drip campaigns.

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How to Become an Email Marketing Ninja

  1. 1. Simple Strategies That Will Transform You Into an Email Marketing Ninja
  2. 2. Today’s Agenda: ü  Review the anatomy of email newsletter and drip campaign systems ü  Simple strategies for engaging prospects, clients, and referral partners ü  5+ newsletter hacks you won’t believe you didn’t already know ü  Create a master plan for staying top-of-mind with clients and prospects ü  Best practices for creating dynamic email newsletter content ü  Consider available success tools for enhancing online productivity ü  Questions + Answers
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  4. 4. Before we jump in… let’s have a look
  5. 5. The U.S. Consumer and Email 87% of the population of the US has Internet at home 95% of US consumers use email
  6. 6. Must-Know Facts About Email Of people who “opt-in” say the email is useful 95% Of consumers always open emails from their favorite companies 70% 72%consumers prefer to use email
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  8. 8. How to Hit Your Target Group and Capture Leads with Email Marketing
  9. 9. The Benefits of Email Marketing
  10. 10. Extremely Cost Effective •  Less than $.01 per email sent (sometimes even free) •  Return is $44.25 for every dollar spent.
  11. 11. Saves Time •  Communicate with hundreds or thousands in seconds •  Plan ahead and schedule
  12. 12. Increases Visibility •  Stay top-of-mind with everyone you meet •  Adds another communication channel
  13. 13. Drives Traffic to Your Website •  Get More Traffic to Your Website •  Increase Followers on Social Media •  Stay Connected
  14. 14. Helps You to Identify Your Top Prospects •  Robust Analytics •  Social Media Info and Increased Data
  15. 15. The Language of Email Marketing
  16. 16. Drip Campaigns •  Email communication that is continuous (slow and steady) •  Emails that are automated and come at previously specified intervals 1
  17. 17. Autoresponders •  Pre-written email drip campaigns •  Designed with a certain result in mind •  Begin when someone adds their name to a list, makes a request, or opts in •  Come at specific intervals 2
  18. 18. HTML vs. Plain Text •  Hypertext Markup Language (code/ language use to add ‘pretty’ to the Internet) •  Plain text may seem more natural, like a regular email between friends 3
  19. 19. RSS Feeds •  Way to deliver changing content (such as the news) •  Rich Site Summary or Really Simple Syndication •  Most blog sites have RSS feeds 4
  20. 20. Selecting the Right Email Marketing for Your Business
  21. 21. Pre-Written Content •  Real Estate CRMs often have pre-written newsletters •  Be careful not to plagiarize. Always cite sources. •  Advantage: You do not have to create the content •  Disadvantage: All users have the same content 1
  22. 22. Create Your Own Content •  Always unique. •  Represents you. •  Advantage: Speaks to your prospects with your own voice. •  Disadvantage: Time consuming to create. 2
  23. 23. Curate Content •  Share relevant content and infographics. •  Use sites such as Pinterest and Buzzsumo to gather ideas •  Advantage: Unique. •  Disadvantage: May drive traffic to other sites. 3
  24. 24. Use RSS Campaigns •  Add an article to your blog and it automatically goes to your list. •  Advantage: Automation •  Disadvantage: Content may not speak directly to your audience. 4
  25. 25. Tools to Help You Succeed
  26. 26. Email Marketing Providers
  27. 27. Landing or Lead Pages
  28. 28. Real Estate CRMs with Built-in Email Templates
  29. 29. Email Address Collection •  Landing Page -> List (automated) •  Add from Email or Meetings (manual) •  Consider automation products (such as Zapier or IFTTT)
  30. 30. Create an Email Master Plan
  31. 31. Select an Email Style •  Pre-written Template vs. Create Your own •  HTML vs. Plain Text •  Consistent Branding 1
  32. 32. Set Your Email Schedule •  Which day of week is best for opens? •  What time of day is best? •  When will I prepare my emails? •  Can I be consistent in my email schedule? 2
  33. 33. Plan Your Content •  Remember: E – E – C. •  Educational: Will the recipient learn something useful? •  Entertaining: Will the recipient smile after reading? •  Conversational: Will the recipient want to continue the conversation? 3
  34. 34. Follow Up •  Look at the analytics •  Who is opening? •  Who is clicking? •  What are they reacting to? •  Can I contact them to continue the conversation? 4
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  39. 39. 5+ Hacks to Improve Your Emails
  40. 40. Remove the Smell of Spam •  Email real prospects only •  Delete standardized template text and change subject lines •  Be conversational and light
  41. 41. Spend Time on Your Headlines •  Gets Attention •  Evokes Emotion • headline-analyzer •
  42. 42. Use Good Photos •  A picture is worth 1000 words •  People capture visual messages 60,000 times more quickly than text •  Use and
  43. 43. Share on Social Media •  Add Social Sharing Buttons •  Boosted Posts and Shared Content Increases… • Page likes • Traffic to your website • Social Interaction • Exposure / Visibility
  44. 44. Take Control of Email Marketing = Taking Control of Your Business
  45. 45. Automated Activities Which daily activities can be on autopilot? Which activities require minimal human intervention?
  46. 46. Inbound Marketing Campaigns •  Create multiple plans and pathways for different inbound marketing campaigns •  Use autoresponders and scheduled emails when applicable •  Deliver immediately, if applicable
  47. 47. Resources The Conversion Code by Chris Smith Email Marketing Demystified by Matthew Paulsen
  48. 48. Simple Tips to Remember 1. In General -  Create an email marketing plan and consistent brand. -  Be consistent and professional in your online activities -  Stick with it! 2. Content Tips -  Be Educational -  Be Entertaining -  Be Conversational 3. Leverage Social Media -  Get people to opt-in (you don’t own your Facebook or Instagram, but you own your email list) -  Boost or share to increase exposure
  49. 49. Recap: Rev up your email marketing by… •  Sticking to a regular schedule •  Having a structure for adding leads and emails to your list •  Providing value and not overselling •  Set in place tools to continue to deliver value with market reports and listing alerts •  Convey trust, fun, and enthusiasm in everything you do!
  50. 50. The Key to Slowly Increasing Your Closings
  51. 51. It’s All About Good Systems
  52. 52. Don’t Stop Running the Race
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  54. 54. Questions?
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  56. 56. Find more upcoming webinars at Thank you for attending!