Real Estate Email Marketing: 5 Ways to Re-engage Your Sphere of Influence ContactsOctober 9, 2021 | by
The real estate market is notoriously competitive, so the next move you make matters.
Whether you’ve been an agent for one day or 30 years, your sphere of influence (SOI) is one of your greatest assets. That’s true even if you only have 100 or so SOI contacts.
While cultivating and expanding your SOI should always be a top priority, be careful not to make it your sole priority. Because, if you abandon your existing audience, you could end up losing just as many (if not more) SOI contacts as you gain.
In other words, all of the work you put into growing your SOI email list goes down the proverbial drain when you don’t invest in retaining these contacts.
This guide outlines five ways that you can leverage email marketing to re-engage your SOI contacts and spread more awareness for your business.
Let’s address the elephant in the room
Wouldn’t it be better to focus on getting new leads instead of nurturing existing ones?
It’s normal for this question to cross your mind, especially when you consider that many of the contacts in your SOI email list probably don’t have any plans to buy or sell a property anytime soon.
Take your friends, family, acquaintances, and former clients, for example. The majority of these people have already gone through the home buying process and have settled into a long-term situation. They lack purchase intent but are still part of your sphere of influence.
The natural follow-up question is: Why? Why should you give so much time and attention to contacts who don’t want or need your services?
Well, it all comes down to networking.
Someone on your SOI email list might not have purchase intent, but they probably know someone who does. When you nurture your SOI relationships, you’re more likely to be at the forefront of a contact’s mind when recommending an agent to a friend.
SOI outreach is a simple yet effective way to check in with your current contacts and generate more referrals at the same time. Statistically speaking, here are a few reasons why nurturing your relationships in this way is so important:
- Word-of-mouth marketing has a major influence on how 74% of consumers make purchase decisions.
- It can cost five times more to gain a new client than to retain an existing one.
- Without trust, 81% of consumers will decide against buying from a brand or, in your case, working with an agent.
- Customer lifetime value is 16% higher for clients that are referred by a friend (or someone else in your SOI).
Here is an example of the type of email you might send to a former client:
By maintaining good relationships with your SOI contacts, you’re actively setting yourself apart from the other agents in your area. As your SOI expands, this foundation of trust you’ve built also gets stronger.
This can lead to a major increase in new referrals, engaged SOI contacts, and revenue if done right.
The current standing of your SOI
Re-engaging your sphere of influence requires your full attention and effort, not the bare minimum.
Before you get started, you need to understand everything there is to know about your audience’s current engagement. As you peel back the layers and look at open rates, click-through rates, bounce rates, etc., take the opportunity to self-critique.
Am I sending out emails on a regular basis or once in a blue moon? Am I incentivizing my SOI recipients to open and engage with my emails? Am I segmenting my email list?
By asking yourself these questions, you can begin to draw parallels between your email output and audience engagement.
5 ways to re-engage your SOI contacts
Maybe you’ve noticed that as your SOI gets bigger, open rates and click-through rates have started to decline. Or maybe more SOI contacts are opting out of your emails and you don’t know why.
Whatever the case, there are steps that you can take to get engagement back on track.
Let’s take a look at five of the most important things you can start doing right now.
1. Re-segment your SOI email list
As you know, your SOI consists of anyone who 1) knows about your business and 2) subscribes to your email list.
However, if you group all of these people into one email list based on these criteria alone, you can expect to see consistently low levels of engagement. And that’s because your emails would need to be vague and impersonal to come across as even somewhat relevant to your entire SOI.
By segmenting your email list, you’re able to break up the mass of SOI contacts into smaller curated groups. Not only does this allow you to create more personalized emails, but segmented campaigns can also boost open rates and clicks by 14.37% and 64.78%, respectively.
When you re-segment your SOI on a regular basis, you’re able to make minor adjustments to your SOI email lists that improve the accuracy and relevance of your emails.
During this process, you can re-segment your email lists based on criteria like historic email engagement, demographics, and location.
The main reason why you want to do this is that you can isolate contacts that rarely interact with your emails and change up your messaging to re-engage this group directly.
2. Take another look at your email content strategy
Do you send out a monthly newsletter, or a one-off email every now and then? Could your emails to your SOI be more detailed and frequent?
As you re-segment your email list, ask yourself what changes you could make in order to improve the effectiveness of your emails. Then, start implementing these changes and split testing them.
Maybe you notice that your emails have the highest open rates on Wednesdays and Fridays, but the majority of your emails are sent out on Tuesdays. Try adjusting your emails’ delivery schedule to when your recipients are historically most likely to engage, and see what happens.
The idea here is to make calculated and controlled adjustments to your SOI email strategy and track which changes have the most impact on your re-engagement efforts.
As far as the copy goes, it’s also a good idea to do some market research and find out how other professionals (even outside of the real estate industry) write and format re-engagement and retention emails like the examples you’ll find on this website:
3. Bring more quality to their inbox
On average, people in the workforce receive 121 emails in their inbox each day. In other words, your SOI re-engagement email is competing with 100+ others for the chance to be opened, read, and interacted with.
Suffice it to say, you have to make sure that your emails stand out.
By re-segmenting your email list and adapting your email strategy, you’re already in a better position to do this successfully. The next step is to focus on the email copy itself, and the quality of your emails.
Opening your email, reading it, and clicking on a CTA are all actions that your email recipients intentionally do or don’t do. Their decision to engage or disengage is usually tied to one thing: incentive.
To revive your SOI audience’s engagement, write curated emails with a clear message and offer them some type of value (i.e., free downloadable resources, relevant blog posts, etc.).
For example, take a look at this email from Houzz, which links to articles that their email recipients in the Greenville area would be interested in:
4. Don’t just guess what subscribers want, ask them directly
Building and sustaining relationships with people is part of your job, so odds are that you’ve already built a good rapport with the people in your SOI. But when it comes to email marketing, it’s not enough to guess what your contacts are interested in based on one-on-one conversations alone.
Email personalization adds value to all of your campaigns. To make your emails more personalized, you have to know with certainty what types of content and resources your audience will respond best to.
Luckily, surveys make finding out this information easy.
By sending out surveys to your different audience segments, you’re able to collect the most accurate and up-to-date data about your audience. From the results, you know exactly what your email recipients want to see more and less of in the future.
5. Go beyond email
When an SOI subscriber hasn’t opened one of your emails in months, one of the best ways to get them re-invested is to extend your outreach beyond email.
To do this, you might share more social media posts that promote your business and email list or add a lead magnet (i.e., a free resource) to your website’s landing page to incentivize email sign-ups.
By taking a cross-channel approach like this, you can reach your SOI contacts on different platforms and rekindle their interest in your email list.
As a real estate agent, your specialty is dealing with properties and people. What often goes unsaid about this role, however, is that you have to act as a one-person HR, marketing, and sales team to be successful.
Whether your email engagement is at an all-time high or low, we’ve designed this guide to help you get engagement back on track and reach new all-time highs by doubling down on your SOI email strategy.
Mackenzie is a copywriter at Soundstripe, a stock music company that provides filmmakers, creators, and advertisers with royalty-free upbeat music and royalty-free folk music (among other genres) for video.
Your Salesforce email marketing options – MassMailer Vs PardotOctober 5, 2021 | by
You may find the bombardment of information through many new channels to be overwhelming, but email still rules. As a marketer, your primary focus should be emailing. But among the buzz, which one can suit your business better? Let’s compare MassMailer Vs. Pardot here.
There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)
Check out what features you prefer for your business operations based on the list below.
Integration with Salesforce:
You may be aware that native apps can have an advantage and MassMailer is a native Salesforce app. The advantage of native apps is that you do not need any APIs to integrate with Salesforce. Moreover, data from Native apps are stored in your Salesforce instance. That reduces your worry about any extra security. MassMailer is a native app that delivers a seamless experience.
Pardot is a B2B lead nurturing and marketing automation platform but not just an email marketing tool. You can integrate Pardot with Salesforce using a specially designed connector.
The success of your email campaigns rests on sending campaigns to valid email addresses. Both MassMailer and Pardot support email authentication. Pardot authenticates domain through the Sender Policy Framework (SPF). DomainKeys Identified Mail (DKIM). MassMailer also follows the same industry best practices to authenticate.
Vanity Tracker Domain for links:
Mass mailer and Pardot support Vanity Tracker Domain for links. The feature is helpful when you send email content, and images may get hosted in URLs defined by the email tools.
You get a dedicated IP address with MassMailer. An IP address identifies spam. and the email sender’s reputation. Having a dedicated IP address protects your reputation and reliable email delivery.
You get a shared IP address with Pardot by default. You need to purchase a dedicated IP address as per your needs.
View Email activity:
Viewing email activity is of primary importance for your marketing. Here both the applications do not disappoint in this critical area. In MassMailer, you can configure viewing of emails sent in Salesforce Activities. Alternatively, you can view details of emails sent in the MassMailer Email Status Related List or the Lightning Component in Salesforce.
Pardot also shows Email sends in Salesforce activities. You can include it in the Engagement History Lightning Component too. See what works best for your teams.
Send Mass Emails:
Probably a favorite tool in your marketing strategy – sending mass emails. MassMailer and Pardot support sending mass emails to email lists of your choice. Both the applications are suitable for email marketing initiatives and perform reliably well.
One to one Emails:
At times, you need to send a one-to-one email, and here both MassMailer and Pardot support sending a single mail.
Email Validation and Verification:
Sending mails to wrong addresses or irrelevant people impacts your brand reputation. Email Validation and Verification features are available in MassMailer, and there are many statuses. You can have this feature work with Salesforce too.
Unfortunately, Pardot does not support this critical feature.
At times you may need to send marketing collateral through email attachments; MassMailer supports attachments in emails. In Salesforce, one can email file attachments with MassMailer.
Pardot has limitations in that it supports email attachments, but only if you use Salesforce Engage Tool with appropriate licenses, which can be a dampener.
Dynamic attachments significantly reduce the time spent in email marketing. With MassMailer you can attach files dynamically from any object and send a mass email in Salesforce.
Pardot lacks the dynamic file attachment feature.
Email sending limits:
Massmailer has no limits technically and is based on the email volume package that you purchase.
Pardot has no email sending limits too. Limitations impact email marketing planning. You will be glad to know that both these applications do not have any technical limitations.
Email Template Builder:
Email templates help in rapidly rolling out email marketing campaigns. You will find MassMailer’s user-friendly drag and drop builder interface that integrates with Salesforce email very helpful. HTML support is available.
Pardot’s native email builder has 48 pre-made templates and supports HTML. If you are seeking a variety of templates, this may be an available option.
Email Merge fields:
You get flexibility with MassMailer that enables merging all SFDC fields, including the parent fields up to 6 levels in the hierarchy.
Pardot is limited to only Lead, Contact, Account, and Opportunity fields. You need to create these fields in Pardot and sync.
Email Tracking Metrics:
You can use both MassMailer and Pardot for metrics tracking. Both applications support opens, clicks, bounces, spam, reply, and unsubscribes.
You can view MassMailer reports on opens, clicks, bounces, spam, unsubscribes, and other activity too. Both Salesforce and Pardot – displays reports on opens, click-through, bounces, spam, and unsubscribes.
You can find plenty of options for Pardot, a B2B marketing automation platform, with enhanced lists for email reporting based on the email client, click-through reports, length of engagement, etc. Besides that, there are campaign reports on salesforce campaigns that include native engagement metric fields, related lists, and engagement dashboards.
A/B testing helps test variations of email campaigns across different user sets to know which one garners the best results for you. MassMailer includes A/B testing with diverse templates and provides a report. Pardot also provides A/B testing options.
Some of the other features that both MassMailer and Pardot support include – Render Testing and, Send from Salesforce Campaign.
is releasing soon for MassMailer, but it’s available in Pardot.
Campaign Engagement Metrics and Related Lists:
Knowing results helps you to do better. MassMailer supports email engagement metrics. However, MassMailer does not have forms or landing pages functionality.
Pardot provides you with engagement metrics and related lists for emails, marketing links, forms, and landing pages.
MassMailer supports drip campaigns but requires you to create a Process Builder process or Flow. Salesforce process builder is a point-and-click tool that automates business processes and shows a graphical representation.
You can use Pardot for drip campaigns with Salesforce’s native Engagement Studio user-friendly and can update Salesforce campaigns and fields values.
MassMailer does not support website tracking, but you can easily integrate Google Analytics with Salesforce and add Google Analytics tracking codes to Email Links.
Websites can add Pardot tracking codes for tracking purposes.
As far as forms go, MassMailer does not support forms, but you can choose Pardot that provides support.
MassMailer does not support landing pages, but you can add a link to them.
Pardot supports landing pages.
Social media posting has become a part of the digital marketing mix. Pardot supports social connectors, but MassMailer does not.
Event and Webinar connectors:
MassMailer does not support Event and Webinar connectors, but you can leverage other AppExchange apps that provide these features.
Pardot supports Event and Webinar connectors that help run events and webinars.
Visitor tracking and Reporting:
Pardot supports Visitor tracking and Reporting, but with MassMailer you will need Google Analytics integration with Salesforce.
MassMailer does not have analytics capabilities, but you can build a custom integration with Analytics.
Pardot supports metrics integration.
MassMailer offers UI customization using the configuration settings.
Pardot does not provide UI customization.
Quick Send is popular and you can personalize and send a single message to contacts, leads, or person accounts throughout the Salesforce platform. MassMailer supports Quick Send, and the feature has only one page.
Pardot does not support Quick Send.
Inboxing (IP and domain warmup):
Don’t let the tech talk startle you here. IP/domain warming adds email volume to a new IP address establishes a positive sending reputation with mailbox providers. You will find the MassMailer Inboxing feature that warms up the domain and the IP address continuously.
Pardot does not offer the Inboxing feature.
Both MassMailer and Pardot are feature-rich in many aspects. Based on your nature of business operations, you need to see your focus areas and business needs before you make a choice.
If you see a rapid expansion of your business in the short to medium term, Pardot can be a choice for wider marketing automation along with the focus on emails. On the other hand, if your marketing focus is email, MassMailer can be a better choice.
Between both the applications, we suggest you can choose one with the features you really need before taking the leap.
9 excellent examples of email marketing campaignsAugust 29, 2021 | by
Email Marketing is an important component of marketing. It is a rewarding strategy that boosts sales, earns new customers, and helps in retaining them.
Email marketing generates the highest ROI compared to any other marketing strategy.
According to Campaign Monitor, “AN EFFECTIVE EMAIL MARKETING CAMPAIGN ROI IS 4400% – RETURNING $44 FOR EVERY $1 SPENT ON MARKETING.”
Email marketing campaigns can fulfill different purposes when designed with a certain goal in mind. It can help you with:
— More traffic equals more conversion. Email is a powerful conduit for promoting the high-value content you publish and drive traffic to your website.
—Every subscription may not result in a sale. In such cases, you can use email marketing to remain engaged with the prospect by providing relevant content. This way you will always remain at the forefront.
— Identify the leads with the highest buying intent and create personalized and conversion-focused emails that can nurture your leads towards a sale or make them sales-ready.
— When planned properly with a clear goal in mind, the revenue generated from your emails can multiply. You can try different approaches such as creating attractive emails, sending target emails to specific audiences, etc.
- You can push upsell (a more expensive purchase) and cross-sell ( relate purchases to the primary purchase ) chances to your existing clients through email marketing campaigns.
- You can construct campaigns to capture sales conversions from leads who are on the verge of making a purchase decision. For example, you may create “abandon cart” efforts to regain missed sales conversions.
- You can also give offers that can urge your customers to purchase from you. For example, you can offer a discount coupon valid for a limited period such as a 30 percent discount valid for 7 days.
Hence, email marketing would be the best shot for a business that wants to build a good relationship with its clients, increase its conversion rate, and grow faster.
All the above achievements are possible once you know how to create an effective email marketing campaign that stands out from the hundreds of emails being shoved into people’s inboxes every single day.
The success of email marketing campaigns depends on how well you plan and craft your campaigns. Here are a couple of things you should focus on:
Understand your target audience.
If you water down your message to make it applicable to your entire audience, you’re losing an opportunity to create high-value, specific, relevant material that speaks directly to the receiver.
Understanding your audience and using email segmentation & personalization to guarantee you’re sending the right email to the right people at the right time is the key to an effective email marketing campaign. If you can incorporate this into your approach, you will be able to be more creative and particular with your emails.
Establish a campaign goal.
Even if email marketing is a low-risk, high-reward activity, you don’t want to send emails just for the sake of it. In other words, simply crossing anything off your to-do list will not make you successful.
Instead, be deliberate about what you want to achieve out of your emails since this will help you create the right emails for your target audience.
For example, if you want to nurture leads from MQL to SQL, you can establish a segment of MQLs and generate instructive and convincing content to take them closer to a purchasing decision.
Be smart with the subject lines.
First impressions are important. Subject lines are a small yet very important part of emails. People judge an email by the subject lines. It urges people to click on your email and read it.
If you want your email to be clicked on, opened, and read it is critical to come up with smart, creative, clear, and crisp subject lines that grab people’s attention at once.
Create good content:
Content is the king of your marketing campaigns. If you want people to pay attention to what you are saying and go through your entire email then you need to develop content that is clear, crisp, and to the point. Also, have in mind that the way you end an email can increase the reader’s attention and a will to keep engaging and communicating with your brand in the future.
Good content with good visuals will be the best way to win over your audience and make them stay with you.
Use Call-To-Action (CTAs):
Remember to focus on what you want your customers to do next. CTAs guide the customers to take the next step, which increases your email campaigns’ effectiveness.
The purpose of the CTA will differ depending on the customer’s journey stage and what you want to achieve with your email campaign. You might simply want to engage them more with another piece of content, or you might want to persuade them to make a purchase and direct them to your app or website.
A good email marketing campaign typically features one main CTA with the option of a secondary CTA. The CTA buttons embedded should be clear and powerful, without overpowering or detracting from the message itself.
Update your leads:
People often forget to check if their leads are valid or not before sending out their email campaigns. This leads to the low performance of any campaign. Validating and verifying your email list filters out any invalid, dormant, temporary, suspicious email addresses, helping you ensure that your emails are reaching the recipient’s inbox and reducing your bounce rates making the success rate of your campaigns higher. You should validate your email list every few months to see how much value the list holds and if it is worth sending out emails to those email addresses.
You can use email validation tools to maintain your email list hygiene. It will save you from unnecessary costs, bad sender reputation, and low deliverability rates.
Test your emails to be compatible on all devices:
Once you are done with your emails, double-check them before sending them out. Your emails should be suitable for all devices like desktop, tablet, and mobile on which users are likely to read them. Try sending test emails to your colleagues and across different devices and email clients to ensure they are ready to be sent to your prospects and customers.
Now that you know how to skillfully wield a campaign, it is time to learn from the marketing experts. Here are 9 brilliant examples of email marketing campaigns crafted by the talented marketing gurus that you can inspire from before getting started with your campaign:
Welcome Campaign by Michaels:
Welcome emails are important and people expect one from every brand they sign up for. The relationship between the brand and the customer starts with these emails.
Michaels has started with a Thanks email to express that they value their customers joining them. They have spoken about what their customers should expect from them in the future and how they can improve the customer experience by learning about their preferences. Michaels has also cleverly grabbed the opportunity to pocket a sale by offering a discount coupon in their welcome mail.
Promotion Campaign by loft:
Loft created an extremely basic yet fun email marketing design with a banana graphic and simple text saying “Don’t Let This Sale Slip Away.” You might slip on a banana, but don’t let this opportunity slip away. It is a great way of notifying people about the running sale: fun and at the same time creating a sense of urgency!
Such humorous emails are often liked and remembered by the customers.
User Re-engagement campaign by Dropbox:
User re-engagement campaigns are important to show that you value your customers and want them to be with your brand. Dropbox created a super cute “ come back to us” email to simply remind people that they exist and how they can be helpful. The copy is short, simple, and in no way intended to intrude.
In such emails, an incentive can be added at the end to remind people to come back to using your services. You can also add a limited period offer or discount especially for them.
Product Renewal Campaign by Warby Parker:
In this email, the folks at Warby Parker clearly showed that nothing complements a new prescription than a new pair of glasses. This email is a very good example of personalization based on the need of the specific customer.
The email used the subject line “Uh-oh, your prescription is expiring” which is smart and urges the recipient to go through the email.
The email also co-markets about consulting an optometrist in case the recipient is not sure where to renew their prescription from, which is again a very clever tactic to get your customer closer to making a purchase.
Promotion Campaign by Litmus:
This is a great example of using animation for making an attractive email campaign.
The swipe motion employed provides an “under the hood” look of the tool that is eye-catching and motivates the receivers to go through the rest of the content. The copy of the email is also to the point and crisp stating the purpose of the email clearly.
The color, content, and the design of the email used work great together making the campaign interesting and a success.
Triggered email campaign by Topshop
Triggered campaigns are a series of automated emails generated in situations like abandoned carts, any content download, any purchase, etc. Triggered campaigns are responsible for generating 75 percent of email revenue.
Topshop here has set an example of how to remind your customers about their unfinished orders subtly and smartly. The line “We’ve got your bag!” has been cleverly crafted not only to remind customers about the abandoned items but also to demonstrate that they have kept their luggage safe all this time.
The content of the email template has also been kept simple and short with the list of the items added to the cart.
Update Campaign by Trainline:
This simple update trigger campaign by Trainline is one of the best performing campaigns in the industry. ‘Trainline” is a travel company that informs its customers about their approaching trip by reminding them to pick up their tickets, providing weather information, and providing other crucial information.
They also encourage users to download the app and keep up to date with new information. This is a great way to market their app when there are high chances that people will download the app for a better experience and receive updates easily. This form of interaction raises the brand’s worth in the eyes of the customer.
Newsletters by Trulia:
Newsletters are one of the best ways to gain customer’s trust in you by becoming their source of knowledge. Trulia is an expert in the real estate business and it shows clearly from their emails.
The subject line used in this campaign – “Why aren’t millennials moving?” is to the point and intriguing. It makes the readers eager to learn more about the subject leading to a high open rate.
Even Though Trulia won’t benefit from the readers who are not going to move it still has an upper hand. The informational newsletter will allow them to be at the top of the reader’s mind and showcase they are up-to-date with the affairs of the industry.
Date Trigger Campaign by Overstock:
Many times a customer may provide incomplete details while setting up their account or in some cases, their provided phone numbers/ email addresses may no longer be in use. It is important to stay updated with your customer’s personal details to be able to reach out to them in the right way, and also for personalization & segmentation the personal details of the user like their date of birth, location, preferences, etc are required.
Here, Soybu has used one of the best ways of advising their customers to update their profile details by offering freebies, discount coupons.
Soybu skillfully entices customers to update their profile information by promising them a special surprise on their birthday, and who doesn’t like a gift on their birthday? This is a great way of retaining loyal customers and gaining new customers as well.
These were some of the best-performing email campaign examples to learn from. Now you can sketch out your own brilliant email campaign with all the help of these inspirations and tips.
Aastha Shaw is immersed in creating & developing content at Clearout & ClearoutPhone, SaaS products used for email verification and phone validation respectively. She has been creating content for websites, blogs, and videos for marketing. You can reach out and connect with Aastha on LinkedIn.
The Benefits And Importance Of List Building And Email MarketingAugust 14, 2021 | by
The Benefits And Importance Of List Building And Email Marketing
Courtesy post by: Jasmine Barnes
Look up email marketing on Google or anywhere else online. You’ll often hear people talking about how it’s the most effective method you can use to sell products or services to an online audience.
However, many online business owners don’t know or simply underestimate the power of email marketing.
With that in mind, we’ve put together the following blog post to help illustrate the benefits and importance of list building and email marketing.
Let’s jump in!
One of the most obvious reasons that make email marketing so important is that it’s considerably more cost-effective than other forms of marketing.
Even when you include the cost of a premium membership with an email marketing software provider like MassMailer, MailChimp, email marketing is still more affordable than creating brochures or pamphlets, renting ad space on billboards around town, or even advertising on social media.
Plus, there’s typically no limit as to how many people you’ll be able to send your emails to, so your brand exposure is potentially unlimited!
Subscribers Want Your Emails
Another great reason to invest some time and effort in email marketing is that email subscribers must opt in before receiving anything from you.
Typically, opting-in is done when a website visitor inputs their name or contact information in a lead capture form on your website.
When this happens, that person is essentially saying that they want to hear from you and that they’re happy to receive email communication from your business or brand.
Because of this, if you’re trying to sell products or services, you’ll have considerably more luck since your audience will already be interested in what you have to say!
Just like blogging and social media marketing, email is also a flexible and versatile form of marketing.
In other words, whether you’re launching your brand for the first time, promoting a new product, or simply sending out information about the latest news in your industry, email is a great medium to do so.
Plus, by using platforms like MassMailer, MailChimp, you’ll be able to customize your emails with your brand name and logo, which can help make your brand even more memorable.
You can create custom graphics and logos here:
Personal And Direct Messaging
Unlike publishing a blog on your website or posting on social media, email is simply more direct and personal than any other form of marketing.
Essentially, email marketing is a one-on-one approach where you can communicate directly with your subscribers.
Depending on the type of lead capture form you use, you can even capture information from subscribers, including their first and last names.
You can then step things up a notch by personalizing your email communications with this information, which will make your recipients feel like you know them by name.
In turn, when you build this type of connection with your audience, you’ll have a much better chance of making that next sale!
Data, Conversions, And Better Sales
Plus, anytime you have new news about your brand, its products or services, you can instantly send out a mass email to your subscribers, making it easy for them to click through to your website and follow your calls-to-action.
Therefore, email is a great way to inform people about your product offerings, nurture your customer relationships, or even check in with your existing customers who haven’t purchased in a while.
Additionally, with email, you’ll also be able to collect information about your audience and how effective your strategy is by testing different subject lines, email copy, and template designs, all of which can significantly impact the effectiveness of your email campaigns.
The Importance Of Email Marketing
Although SEO, blogging, social media marketing, and video marketing are all popular and effective ways to market your business, email is simply more direct and more personal, which means that it’s a better way to sell!
So, what are you waiting for?
Add a lead capture form to your site, start collecting emails, and make the most of your online promotional efforts today!
Email Marketing Best Practices for Financial ServicesJanuary 19, 2018 | by
For Financial services, email marketing is designed to support customers at all levels of the customer journey. For the most part, many financial services are services that businesses and individuals are going to seek out at specific stages of life. Further, many businesses and individuals already have established financial services, and must be coaxed into shifting to new service providers.
Identifying Leads for Email Marketing
Identifying and scoring leads for email marketing is often best done through Salesforce, but Salesforce has daily email limits and other email limitations per day. Even local financial institutions will often find themselves exceeding these email limits when sending out mailers to their prospective leads. Services such as MassMailer.io can be used to get around these email limitations, letting your institution connect directly with all of your best scored leads.
The Best Practices When Sending Email
Provide valuable content. Financial services need to establish their authority within the industry; customers are looking for someone they can trust. In many sectors, such as the investment sectors, customers are incredibly savvy. They need content such as white papers and blog posts rather than promotional mailers.
Make it easy to drop out. For your mailing lists to be effective, emails need to be distributed to customers who are truly interested. By making it easier to drop out of your newsletter, you increase your newsletter’s engagement.
Avoid “spammy” phrases. Cash loans, lending now, personal loans all of these can trigger email blacklists and make it difficult for your email to get delivered. Over time it can even make your domain’s reputation go down.
Always have a call-to-action. Whether it’s just following your blog for more information or actually putting in an application, the customer should know exactly what the next step is.
Connecting With Potential Customers
Email marketing strategies for financial institutions must often focus on identifying buyers before they are about to invest in a financial product. Auto loans, home loans, business loans; all of these generally begin with research. Thus, financial services need to use their marketing data to identify customers who are about to make purchases, such as customers who have looked up this relevant information in the past.
Salesforce campaigns are able to track the contacts that customers have made to indicate the customers that are most likely to make a purchase or be interested in a specific product. By sending out email content that is valuable to them, a financial institution can support them on their journey. Residential and commercial loan companies, for instance, may want to give customers information on improving their creditworthiness or finding the perfect property.
This builds up a relationship through email before the customer is ready to commit. When the customer finally is ready to engage with a financial product, they will have an already established relationship.
For a successful email marketing strategy, financial services need to be able to take advantage of leads, develop relationships, and analyze their data. For all of this, MassMailer.io can help. Contact MassMailer.io today to find out more about how Salesforce campaigns can be integrated directly into an effective and comprehensive marketing platform.
Email Marketing Best Practices for Educational InstitutionsJanuary 19, 2018 | by
Email is one of the most important tools an educational institution has at its disposal. Not only does it help you communicate directly with students, alumni, and professors, but it’s also an excellent opportunity for marketing. Educational institutions can reach out to former students for donations, prospective students for enrollment, and potential donors for charitable events.
Maintain Your Mailing Lists
Educational institutions tend to have large, cumbersome email lists. Some of these accounts may have been abandoned by former students long ago; others may be for now defunct vendors. Paring down your organization’s email lists may make them appear to be smaller, but it makes them more valuable. The larger percentage of active accounts on a list, the higher the potential for engagement. Having large, inactive lists will only consume resources and make it appear as though engagement is lower than it actually is.
In addition to removing inactive accounts, it’s important to:
Make it easy for someone to opt out of emails. Of course, current students and faculty cannot but alumni, vendors, and donors should be able to. If someone truly wants to opt out of the email list, they aren’t likely to engage. If they aren’t able to opt out, they may instead opt for marking your emails as spam, which could hurt future deliverability.
Continue to aggressively acquire new contacts. Whether you’re purchasing curated email lists or simply funneling prospective students and teachers to your organization’s newsletter, it’s important to always be acquiring new contacts for your campaign. Once contacts have been created, leads can be generated.
Provide Timely, High Quality Content
Whether they’re alumni or donors, most people follow educational institutions to keep current on events and community news. By providing the content that they’re most interested in, you can encourage them to open and read your emails and continue engaging with your institution.
Community updates, course information, event highlights, and local news are all an excellent way to add value to your email marketing. Once a relationship has been built, direct advertising such as asking for donations for fundraisers will be more effective.
Pay Attention to Your Limits
There are three limits you should consider when you start a marketing campaign:
Frequency. Educational institutions can often get away with fairly frequent messaging, as they are not in a “high risk” industry and are generally less prone to trigger spam filters. Nevertheless, recipients may decide to drop a newsletter if it’s too frequent. Most educational institutions shouldn’t exceed one email per day per recipient, and they should try to remain on a consistent schedule.
Volume. Educational institutions contact a lot of individuals, and this means that they may run into Salesforce daily email limits. Services such as MassMailer.io make it easy to get around these limitations, letting you send la3rge volumes of email at once.
Size. Apart from per day Salesforce email limits, there are also some other forms of Salesforce email limitations, such as the actual volume of data that you’re allowed to send. Salesforce requires that attachments be under a certain size; you’ll need a service like MassMailer if you want to send larger files.
You can begin email marketing for Salesforce and completely integrate your Salesforce campaigns with third-party add-ons and tools. These tools make it easier to avoid any potential limits while still taking advantage of Salesforce email tracking and analytics.
For an educational institution, email marketing is all about making a connection and keeping relevant. As long as you can keep your clients interested, you’ll have a valuable resource that you can reach out to when fundraising, running events, and finding new students. For more information about running an email marketing campaign (and to get started with your educational marketing plan), contact the experts at MassMailer.io.
What nonprofit marketers need to do to succeed in the Email MarketingJanuary 19, 2018 | by
Nonprofit marketing is a different breed of animal from many other industries. Much of the marketing involved in nonprofit enterprises involves acquiring and scoring leads and maintaining a connection to existing donors. Email marketing for Salesforce, in combination with tools such as MassMailer, can make it easier to develop a consistent and effective marketing strategy.
The Unique Needs Non Profit Email Marketing Strategies
Nonprofits need to be able to identify leads that are most likely to engage with the organization. This often requires large amounts of data analysis and lead scoring. Salesforce campaigns can use data collected over time to score existing leads, but nonprofits still need to be able to reach out to new individuals.
Nonprofit organizations regularly need to complete fundraising initiatives, meet metrics, and build their relationships with the donors and volunteers that have already worked with them. Salesforce email tracking is a way to measure engagement and pursue individuals who have connected the most with the organization.
Building Relationships With Email Marketing
Email on a consistent basis. MassMailer can help an organization develop a schedule and a strategy, so organization contacts are continually reminded of the nonprofit’s goals and initiatives.
Score leads. Salesforce combined with MassMailer can be used to appropriately score leads, so different email strategies can be personalized to the recipient and will, therefore, be more effective.
Maintain a solid reputation. Avoid any blacklisted or “spammy” email terms and try to avoid overly promotional materials; people want to be reminded of the organization’s mission.
Provide valuable and timely data. Update leads about the progress that the organization has made, particularly projects that they themselves have worked on or contributed to.
Integrate your email. Direct leads to social media accounts and other owned media through email, to expand your reach and ensure that they are continuing to engage.
Have a clear call to action. At the end of each email, tell leads exactly what they should do next to find out about the nonprofit’s current project, goals, and initiatives.
Getting Around Salesforce Email Limits
Because nonprofit organizations require so many different points of contact, it’s easy for a nonprofit organization to reach Salesforce email limits. Nonprofit organizations have to contact large volumes of potentially interested leads, in addition to connecting with volunteers, prior donors, and prospective donors. Salesforce has specific limitations on how often emails can be sent, which can interfere with the email marketing campaign.
But MassMailer can be used to get around Salesforce daily email limits, making it easier for nonprofit organizations to keep up with their marketing strategies without having to worry about their email limitations per day. MassMailer also adjusts the limits Salesforce has on other issues, such as attachment sizes.
Nonprofit organizations need to develop out their marketing strategies in a way that lets them build uniquely strong relationships with their potential donors, volunteers, and other participants. Salesforce can be used to create a comprehensive strategy, and MassMailer can be used to remove restrictions that would otherwise make Salesforce difficult to use. For more information, download the trial of MassMailer today.