Transcript Email Marketing - Windermere Real Estate

Custom Xpress:
Take Your Marketing to the Next Level
Agenda
Marketing
Agenda During a Downturn
New Email Marketing Platform
- When to use Email
- How to use Custom Xpress Email
Prospecting with Direct Mail
Direct Mail and Print Enhancements
- New Brochures and Postcards
- New Print and Direct Mail Features
- Demographic Lists
Marketing in the Downturn
Companies that maintained or
increased their marketing
throughout the 1981-82 recession
saw an average sales growth of 275
percent over the next five years!
Those companies who cut their
marketing saw sales growth of only
19 percent over the next five years.
Marketing in the Downturn
“It is ironic that during those times when
capturing a share of the market is most difficult,
companies are inclined to reduce their
marketing efforts. But it is a mistake because
the best way to hold onto your share of the
market is to be visually identifiable as a
successful company that produces superior
products and/or services.”
Introducing Custom Xpress Email Marketing
Value of Email Marketing
Email effectively integrates multimedia
marketing efforts
-
2-way communication to compliment online and
offline promotion
Permission-based email yields tangible
marketing benefits
-
Increase the opportunities to interact with contacts
Helps build relationships with contacts
Response can be tracked to allow for continuous
improvement
Value of Email Marketing
Email is fast, responsive and cost-effective
marketing tool
-
-
Email response rates can be as high as 15%
Email generates 80% of responses within 48 hours
Only Email allows you to target your audience down
to the individual level at no added cost
Email marketing has no material, and it is by far the
cheapest direct marketing venue.
Source: “Harnessing the Power of Email” McKinsey & Company
Email Marketing & Direct Mail: A Dynamic Duo
Direct mail can effectively grow an agent’s inner circle.
The combination of email and direct mail can be used
to nurture established contacts.
Access Custom Xpress
On the WORC homepage, select
Marketing > Custom Xpress
Access Email Marketing
Select the new
Email Marketing
tab on the
Custom Xpress
homepage to
access your
FREE trial
Sign-up For a Free Trial
Features:
-
-
-
Customer
Support
Windermere
Template
Library
Image Hosting
Personalization
/ Mail-merge
Scheduling
Reporting
Contact
Management
CAN-SPAM
Monitoring
Help Center
Custom Xpress Email Demo
Select an Email Template
Email 101: Best Practices
Custom Xpress has
outstanding content
and Windermerebranded templates
- Open House
- Property Marketing
(great for JL/JS, “New in
Your Neighborhood”, or
any headline)
- Premier
- Real Estate Economics
- Personal Marketing
Customize Your Email
Email
101:
Best
Practices
Subject Line:
- Be direct
- Mention main benefit to reader
Content:
- Keep content short and direct.
Goal is to make them click for
more info – don’t put all info in an
email.
- Link to website for more info /
property info
- Include all contact information
- Name images and logos so
recipients know what was
intended to appear if they have
images turned off
Customize Your Email
Add an Image:
- Click the icon on the far right
- Either upload your own image, or choose an image by
navigating on the left
- The images you’ve uploaded previously for print
materials will be in your image gallery, accessible for
both print and email needs
Customize Your Email
Adding Links to Images &
Text:
- Select a button, photo, image
or text
- Click the link (chain) Icon
- Add description of the photo
or image
- Type destination URL
Linking Tips:
- You MUST create a link for ‘More Info & Photos’ button
-
Link it to the listing on Windermere.com or your agent/office website
- Link your photo/contact info to your bio on
Windermere.com homepage or your agent/office website
- Windermere logo automatically links to Windermere.com
homepage
Customize Your Email
Add Variable Data:
- Select area of text you would like the Variable Data to
appear
- Choose a variable from the drop down
- The categories in the drop down correspond to fields in
your contact list
Add a List
Download a List and Upload a List
1.To export your contacts from CMS, go to WORC >
Contacts > Mail Merge
2.Select Custom Xpress (csv) in the "Type of Mail" field
3.Click Merge (confirm that the selections are correct)
4.After new window appears, select "Save File”
5.Upload your downloaded (csv) file in your Custom Xpress
account
Add a List
Email
101: Best
Practices
Get
Permission:
Only
email people who have
opted-in (CAN-SPAM)
-
Build your list using Direct Mail, Open Houses, Sphere of influence,
Circle of Friends, Networking Events
List Building Tips
-
On all Custom Xpress postcards you send, include a call-to-action
- Example: Subscribe to my email list, and get a FREE (insert offer here).
- Create a circle-of-friends postcard with offers, relevant information, tips, etc. that
you send out frequently – this personal promotion can double as your email list
incentive!
Send or schedule for future send
Email 101: Best Practices
Send your Email
- Send it immediately or
schedule it for a
specific time or
special date
Email 101: Maximizing Your Email Marketing
10 Steps to Success
1.Have you tested your email?
2.Have you added yourself to ALL of your recipient lists?
-Email Marketing > Manage Lists > Edit > Add Contact to add to your saved lists
3.Have you tested all links in your email?
4.Have you spell checked your email?
5.Does your list contain ONLY confirmed opt-in addresses?
Email 101: Maximizing Your Email Marketing
10 Steps to Success
6.Have you honored all unsubscribe requests?
7.Have you tested ALL user variables in your personalized
emails?
8.Have you removed all words in the Subject Line that are
likely to trigger spam filters?
9.Is your Subject Line under 50 characters?
10.Have you tested your return address?
Email 101: Review and Improve
Email 101: Best Practices
Test New Approaches after asking
yourself the following questions:
•Is there a better Day or Time to send the mail?
•How is my subject line?
•How is my headline?
•How about the kinds of photos I am sending?
•Can I include something of value?
•Should I change the segment who I am sending to?
Email 101: Review and Improve
Email
101:
Best
Practices
•Unique Click-Through: The number of unique
•Open Rate: A percentage based on the number of
Delivery Statistics
recipients opening the email divided by the total
number of emails delivered.
•Click-Through Rate (CTR): The percent of the
customers receiving a communication that clicked
on any link in the email.
click-throughs / # emails delivered.
subscribers who click on a given link. If a
subscriber clicks on the same link multiple times, it
will increase the number of total click-throughs, but
not the number of unique click-throughs.
•Soft Bounce: A bounce that is caused by
temporary factors on the recipient’s end, such as
server outages or unavailable mailbox space.
•Hard Bounce: A bounce that is caused by
permanent factors such as closed email accounts
and addresses that no longer exist.
Email 101: Review and Improve
Email 101: Best Practices
Unsubscribe Requests
•When a recipient selects the ‘unsubscribe’ link in your
email, the Custom Xpress Email platform will automatically
suppress their address from future email sends
•Some recipients may simply reply to your email and
request to be removed from your list. In these cases, you
must manually remove by accessing the ‘Manage Lists’
area of Custom Xpress Email
•It’s important to respect these requests to avoid breaking
the law and alienating those contacts
Email 101: Review and Improve
Email 101: Best Practices
List Building Tips
•On all Custom Xpress postcards you send, include a
call-to-action, for example:
Subscribe to my email list, and get a FREE (insert offer here).
•Create a circle-of-friends postcard with offers, relevant
information, tips, etc. that you send out frequently – this
personal promotion can double as your email list
incentive!
Email Marketing Information and Resources
Custom Xpress Support
Toll Free: 866-977-3627, ext. 236
Email: [email protected]
Hours: Monday – Thursday; 6am - 5pm PDT
Friday; 6am - 3pm PDT
New Print Features on Custom Xpress
Value of Direct Mail and High Quality Print
-98% of consumers read their mail, and 77% read it
immediately!
-73% of consumers prefer receiving communications
by mail
-55% of respondents look forward to reading their mail
-67% of respondents feel mail is more personal than
the internet
Source: United States Postal Service Study
Value of Direct Mail and High Quality Print
-Consumers spend an average of 25 minutes a day
interacting with direct mail
-90% of Top Agents send JL/JS Postcards with every
Transaction
-75% of Top Agents use high quality print flyers and
brochures
Source: United States Postal Service Study
Direct Mail and Print Enhancements
New Photo Gallery
- Store Images by type (headshots, logos, photos, other images)
- Shared Company Images
Demographic Lists Now Available
Sending your direct mail to
the prospects you want to
work with can produce
more leads and better ROI
- Target prospects by key
demographics
- Net Worth, Gender, Age, Income,
Owner/Renter, Length of Residence,
Income, Age, Estimated Residential
Value
- Target by geographic region
- Street List, Radius List
- Upload your own list
New Editing and Formatting
Text Editor
- Click for Bullets, Bold, Italic, Positioning,
Underline, and Special Characters
New Editing and Formatting
Same-Page Proofing
- Much less time to change and review documents
New Products
New Brochures
- 5.5 by 16.5 Tri-fold (folded to 5.5 by 5.5)
- 8.5 by 15.5 Tri-Fold (folded to 8.5 by 5.5)
New Editing and Formatting
Print Your Custom Marketing Pieces
- Leverage Custom Xpress’ high quality print and next day turn
around by uploading your own designs from PDFs or high
resolution JPEGs.
- Carefully follow the guidelines found under Online Resources.
- Be sure to carefully proof your order as they will be printed as
they appear online.
Custom Xpress Print Information and Resources
Marketing Solutions Help Desk
Toll Free: 888-333-8923
Email: [email protected]
Hours: Monday – Friday; 9am - 5pm PDT
On the WORC > Resources > Marketing >
Marketing Solutions Helpdesk
Launch Promotions
25% Off Your Next Custom Xpress Order
- Enter offer code WRECX25 at check out to save
25% off print marketing materials and direct mail
FREE 60-day Custom Xpress Email Marketing Trial
- Select ‘Email Marketing’ tab, choose a
subscription level and sign-up for email
- A credit card is required for authentication,
however, you will not be charged for the first 60
days and can cancel at anytime during this period
Thank you.