Emails/EDMs
How to make sales from email marketing.
EDMs and Email Marketing Services
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. These emails might offer general advice about insuring the home, saving on energy bills and paying off the mortgage faster.
Another option is to write one-off EDMs with some kind of special offer, such as an accountant offering to help clients take advantage of a government tax concession that’s about to expire. Again, these EDMs need to convey a message of “Here’s some useful information for you” rather than “Help me meet my sales target”.
Hunter & Scribe is a full-service email marketing agency in Sydney, Australia. We’d love to help you generate business from your database. Our email marketing solutions for financial services and property businesses include planning campaigns, thinking of topics and writing high-quality content. Don’t worry if you don’t have the time or skill for email marketing – you can outsource the task to our EDMs and email marketing service.
How to do successful EDM marketing
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.
How to find EDM marketing topic ideas
You might be wondering what to write about in your EDMs. The key is to put yourself in your clients’ shoes and cover topics they’d find appealing. Here are some ideas:
- Offer expert advice – e.g. a credit repair agency explaining how consumers can improve their credit score
- Share special offers – e.g. a mortgage broker notifying clients about a cashback refinancing deal
- Provide product education – e.g. an insurance broker explaining how business interruption insurance works
- Deliver a case study – e.g. an accountant explaining how much money they saved a client through expert tax structuring
- Highlight media coverage – e.g. a buyer’s agent sharing the newspaper and website mentions they’d just received for one of their media releases
Whatever topic you write about, just make sure you offer value to your clients. That way, they’ll be happy to keep receiving your emails.
Why you should do ecommerce email marketing
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 throughout their lives and want a trusted expert like you to solve them.
Third, when you write an EDM for marketing purposes, you’re investing in an incredibly scalable form of marketing. With just one email, you can reach hundreds or thousands of potential clients.
Hunter & Scribe offer electronic direct marketing services in Australia, for businesses that work in the finance or property industries. So if you don’t have the time or skill to do your own EDM copywriting, you can make use of our expert email marketing services. Get in touch to start your campaign or discuss your options.
Stop stressing about your writing problem.
Dump it on an expert and send interesting emails / EDMs to your database today.
