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If your business is like most in the property and finance industries, you’re sitting on a goldmine – your database of email addresses.
Sending emails (also known as EDMs, or electronic direct mail) to your database can help you generate more business. But you can’t send just any old emails. Emails that basically say “We’re desperate! Give us money!” won’t work. Instead, you need to think of things from your clients’ perspective and create content they find interesting, relevant and helpful.
For example, a buyer’s agent might give property investment tips; a financial adviser might discuss different wealth-building strategies; a mortgage broker might share news about what’s happening in the home loans and property markets. That’s the kind of content your database would love to read, because it’s all about helping them live better lives.
You could also create email sequences that are triggered by certain events. For example, a conveyancer might initiate an evergreen sequence of five emails every time a client settles on their property. Read More
So how do you make sales from email marketing? By following this three-step expert email marketing formula …
First, you need to use enticing subject lines, so clients open your emails. This is the most important of the three steps, because if you write the world’s greatest emails but no one reads them, they won’t generate sales.
Second, you need to make your text clear, concise and interesting, so clients read to the end. Don’t assume that just because someone opens your email, they’ll diligently read every word. If they find your EDM copywriting hard to read, they’ll click out of the email and delete it.
Third, you need to include a call-to-action, so clients know what to do next. Make sure your call-to-action is enticing, clear and simple, so clients want to take action and know how to do so.
Kitty & Miles
| If you’re a time poor professional in need of copywriting to meet your specific needs – Hunter & Scribe will deliver! |
There are three main reasons why so many Australian businesses do EDM marketing.
First, it’s much easier to generate sales from people who already know, like and trust you than complete strangers.
Second, your happy clients want to hear from you, because they’re going to have ongoing problems Read More
An EDM, or electronic direct mail, is a marketing email sent to existing clients or prospects. EDMs are a good way for businesses to promote their services, share news and remain front-of-mind with their database.
EDMs can help your business generate leads, by building relationships with potential clients and proving your expertise to them. EDMs are a very efficient form of marketing, because one email can be sent to thousands of people.
This depends on what you want to achieve. If your goal is to make quick sales, you could send several EDMs per week, although that would likely cause some people to unsubscribe and damage your business in the long run. If your goal is to take a more sustainable, long-term approach, you would send EDMs less frequently, such as once per fortnight or month.
In a world filled with ads, your email needs to be attention-grabbing. Write a catchy subject line that makes people want to open it. Keep your message simple and get to the point quickly. Write no more than 300 words. Have one message (just one) and a clear call-to-action. Make sure the email looks good on a mobile phone screen.
Common mistakes include being verbose, failing to get to the point, discussing multiple subjects and using multiple calls-to-action. Other common mistakes include focusing on yourself, rather than the reader, and telling people about the features of your product/service rather than the benefits.
To boost your open rate, craft a compelling subject line and schedule emails when your audience is active. Knowing and segmenting your audience correctly will help with this. Your emails should also offer valuable content that people want to read: that way, you’ll build a positive reputation, which will inspire people to open your emails.
First, split your database into multiple audiences. Second, understand what kind of content, language and tone each group wants. Third, write emails that are tailored for each group and make sure those emails go to that group only. If an EDM is relevant for everyone on your database, it probably hasn’t been customised enough.
An email sequence is a collection of evergreen emails that are automatically delivered to contacts after they take a specific action, such as subscribing to a mailing list or making a purchase. A good email sequence takes readers on a journey, one email at a time.
If you are a good writer who understands your audience and can dedicate enough time to creating impactful and successful EDMs, you can write them. But if you don’t, it may be advisable to hire a professional copywriter. Remember, anyone can type up an email, but it takes a special skill to write an email that is interesting, engaging and persuasive.
We are a Sydney-based copywriting agency that works with property and finance businesses throughout Australia.
