Jaki Gaudet

Reaching customers and prospects through email is quick, convenient and trackable. But like other marketing communication strategies there are basic rules that when followed will improve your results and make you smile!

Make Your Mantra “List, List, List!” We all know how important location is in real-estate, and for email marketing it’s the list! Just know that each time you send an email campaign out you’re guaranteed two things: bounce backs, and opt-outs. As soon as you get the bounce backs, be sure to remove that person from your email list, and avoid violating the CAN-SPAM Act by immediatly removing those who don’t want to receive your mail. If you are in need of purchasing emails, check out www.jigsaw.com.

Strong Subject Line. Keep your subject short, under 60 characters, and put the most important details first and personalize it by including the recipient's name when possible. Then there is the message, try to follow these techniques.

Emphasize the benefit: John, you CAN write effective subject lines, we’ll tell you how.

Give news: Allied provides clients with top notch email strategies.

Spark curiosity: Discover the secrets to email marketing.

The Perfect Moment. The best time to send an email is Tuesday, Wednesday, or Thursday. I personally like getting email blasts on Thursday at 10 a.m. It’s nearing the end of the work week so a little time is freed up, and the time is good because most people have gotten through all the morning emails and are usually still at their desk.

HTML vs. Plain Text? I’ve been finding lately that plain text emails are becoming very effective and widely used. It looks less ‘sales like’ and more human. There is always a good time to use HTML as well though, and in my opinion that is when they are already a client of yours. If you’re targeting prospects then try using plain text, or better yet, test both options and see which one gets a better response.

Why test? All products/services and their audiences are different. If your marketing for higher education or third party fulfillment then your audience is dramatically different, no one audience is alike so why would they respond the same?

When to test? If you find yourself saying 'I think' often.