12 Days of Marketing Communications. Day 4: Email Marketing
The little email newsletter reminds me of the good kid in the (marketing) family who always does her homework and always hangs up her coat, and never gets quite the attention that her noisy and sometimes misbehaving siblings (Facebook and Twitter) seem to get.
And yet, email marketing is the powerhouse of marketing. As you probably know by now, Fletcher Prince is a Constant Contact business partner. That’s the commercial email service we use. And we’ve learned how to integrate video and social media features with email announcments and newsletters.
When you add email marketing best practices and scrupulous contact list hygeine to your marketing program, you will see results.
We have been working on a modest email marketing campaign (one newsletter every other month or so) for one of our clients, Fall Properties. Real estate email communications, as a category, usually gets 12-14% open rates; our newsletters for Fall Properties are getting 37% to 47% open rates. The click-through rates were also double the industry standard (hint: include YouTube video, because people find it irresistible).
(The email marketing work we have done for Fall Properties was integrated with the Facebook Page and Twitter accounts we set up for the real estate firm at the beginning of 2010).
Try email marketing in 2011 — with the recommended send rate of two email communications per month. Ask us how to get started with email marketing.