eMerge Blog

3 Things Guaranteed To Mess Up Your Email Marketing

Posted April 14, 2014

Email marketing produces results that business owners don’t just like, but completely depend on as part of their online marketing strategy.   Increased sales? Yep.  Customer retention and brand awareness?  You got it! With an average ROI of 40 to 1, email marketing is an affordable, high-yield method of reaching, engaging and growing your audience.
If you want to get the most out of your email marketing, here’s three things you should avoid:

1. You’re not setting goals.
It’s easy to dive into a marketing channel without thinking about it. (Sound familiar? Social Media? Google Ads? What is this stuff!?)  It’s important to not only know how to use these channels, but also why you should to use them and what you plan to accomplish.   Set your budget, define your goals and stick to them for a period of time in order to achieve results.
Cool email facts….It is the #1 online traffic source for businesses (Source: Marketing Charts).
  • Mobile phones have made it possible to see email at any given location at any given time. In fact, 68% of email is opened on a mobile device first (Source: Venture Beat ).
  • 95% of online consumers use email. And 92% of homebuyers are using the internet (Source: Inman News).
2. You’re not segmenting.
The blanket approach has proven to be very ineffective. One marketing message won’t work for every member of your audience. Customize the content of your emails based on the category they belong to.  For example - Are they a potential homebuyer, a past client, a co-worker, or one of your vendors? Targeted emails done right can enhance the experience your customer has with your brand.
The majority of your past clients and customers may qualify to receive your newsletter, but the client you just sold a house to will only put up with your “Featured Listings” a couple of times before they unsubscribe or mark you as spam.

Segment your contacts according to intent. Using an email provider like eMerge that allows you to create lists and groups to split up your contacts according to the type of marketing message that person will receive.
3. You’re not tracking the effectiveness of your strategy.
Plan. Implement. Measure. Revise. Repeat. Track the effectiveness of your email by monitoring open rates, click-through rates, and the overall behavior within the emails that you send. If your open rates are low, your subject line may need adjustment. 33% of email recipients open email based on subject line alone (source: Salesforce).
If your open rates are high, but click through rates are low, you may need to evaluate your content. It is important to realize that every aspect of your email can be adjusted to be just a little more engaging.
Bottom Line:  Set goals and stick with them!   Here’s a few goals that we think you should make your email mantra:
  • “I will create emails this month that have my best and most current listings and send them to the appropriate prospects.”
  • “I will track my analytics and create a call list of who clicked through the visit those listings.” 
  • “I will send content that is appropriate to my audience.”
  • “I will track which sales were generated from my emails, so I can calculate my ROI and adjust my strategy accordingly.”

POSTED ON 04-14-2014