Types of Email Marketing

TYPES OF EMAIL MARKETING?

Whether you're just starting out with email marketing for your property business, or you already have some experience sending marketing emails, you've probably at some stage considered the different types of email communication available, and which ones best suit your marketing goals.

The problem most businesses face when deciding what type of email marketing communication to choose is: where to start? 

The answer to this is; there is no correct format or secret formula to choosing your property email marketing format; it’s simple, start with what you want to communicate. Ask yourself, are you looking to optimize your sales and marketing funnel with dedicated sends? Or nurture subscribers with regular newsletters? This is one time you don’t start at the beginning, but rather the end, more specifically your end goal. Why? Because the types of emails you choose to send and their success largely depends on knowing exactly what it is you want them to achieve.

Common property industry goals and their corresponding email types

Need help pinpointing your goals? Here is a helpful list of the most common goals property businesses, be it agents or developers strive to achieve with email marketing and what types of emails best communicate each message:

Goal/Email:

Advertise a specific product or offer - Dedicated/ Solus mailer

Nurture contacts and become the first brand they think of when they need a product or service - Showcase Mailer

Inform and entertain subscribers by automatically sending news and blog content for subjects they have shown interest in - Newsletter

Style and direct advantages

The design of your property email marketing message is equally important to the success of your campaign. Each type of email marketing also has additional advantages that may sway your opinion when choosing which type of email marketing is right for your property business.

Dedicated/ Solus Mailer

Dedicated emails, also known as Solus, stand-alone or direct emails, contain information about a single offer or intention. For example you can use a dedicated mail to inform customers about a particular product promotion (such as a time sensitive offer on a new property development) or event (such as an open house).

Advantages:

They enable you set up the context to introduce a main business objective and can really drive results in respect to that one offer They are easy to measure, meaning that when you promote your exclusive message/ objective/ goal, it is then easy to track the progress of your email in terms of click-through rates, conversion rates, and leads generated from the individual send.

Our Solus Mailer is a bespoke mailshot that puts your real estate products in front of tens of thousands of property buyers and investors, producing high-volume leads in a very short space of time.

Showcase Mailer

Showcase mailers enable property professionals to include their properties and banner ads in a shared marketing email space.
Advantages:

Typically sent on a bi-weekly basis this mailer offers variety to potential investors, by featuring 12 different properties, each from different regions.

This type of mailer is the most cost-effective means of advertising your property or product via email to 45,000 property investors and generating substantial leads and ultimately sales.

Sent out to over 45,000 active property buyers, our Property Showcase Mailers provide real estate professionals with an easy and cost effective way to create an immediate spike in leads.

Newsletter

Email newsletters are informative emails sent out on a regular basis to a list of subscribers or customers.
A company will usually set a schedule to mail subscribers on a weekly, fortnightly, or monthly basis, enabling the company to regularly promote its news and events in a timely, consistent manner.

Advantages:

Newsletters are a great way to build brand awareness, as their primary purpose is to build upon the relationship a company has with its customers or subscribers.

Building communication with your email subscribers is becoming increasingly important, as it enables them to recognize and associate a positive sentiment with your brand.

As well as this, email newsletters are a great way to multi-promote and include different types of content that might be important to your business. For instance, the same newsletter can contain a new property offer, an announcement of an upcoming event, information about a discount, and a link to a survey – all in one email.

The importance of including targeted content

Creating more specific or targeted content has become increasing popular to real estate companies looking to market their products and brand. This is because it enables you to funnel communications solely to those who may require your services, solutions or products, like property investors or potential buyers.
Targets are often selected based on various parameters, including geography, age, income, spends, interests etc. to ensure customers only receive messages relevant to them.

What does this mean for you?

If you look at it from a numbers point of view; the fact that you are solely sending marketing communications to the people who are actively interested in them means that your chances of making a sale are dramatically increased.

How?

By only appealing to prospective clients the likelihood is that you are saving time and money by not wasting communicating with dead-end leads, whilst also maintaining a positive level of engagement- as opposed to becoming an annoyance to uninterested parties.