Email marketing is not dead. It isn’t as sexy as social media, but it is very far from dead. Email marketing was the third overall lead generation source for marketers in 2013 (HubSpot). That is huge! But I still hear people say that email marketing doesn’t work.
Like all other marketing programs, email marketing is only as good as your execution. Everything from the content to the subject line to the way it renders plays a role in the success of your email campaign.
With that being said, I want you to immediately forget two phrases that our industry often associates to email marketing. 1.) Batch and blast. 2.) Set it and forget it.
For years I have head people say that site teams can’t handle anything more than those two concepts. I completely disagree and call bologna on it. Email marketing has changed, and yes it is much harder, but what sales person wouldn’t want to nurture and manage leads the most effective way possible?
Good email marketing will streamline your sales cycle, engage your residents, and keep your brand top of mind. And, on top of all that, it is extremely trackable!
But you must have an email marketing list in order to take advantage of this awesome marketing tool. So here are 5 ways to grow your email marketing list.
1. Focus on organic list growth
This is the best way to grow your list. You want to give your prospects and residents every opportunity to opt-in to your list. This means you need to consider every touch point.
2. WIIFM – What’s in it for me?
You have to answer the ‘what’s in it for me’ question – with ‘me’ being your residents and prospects. You must sell your value and set expectations.
3. Diversify, track, and evaluate
This takes us back to the two things we should never, ever do – batch and blast, and set it and forget it. Email marketing is cheap. Constantly change your campaigns, test subject lines, split your list, and test what works.
4. Quality instead of quantity
The plug and play concept does not work anymore. Focus on sending very relevant content to the right people at the right time.
5. Use technology
To be successful at email marketing, you have to have the right tools. This doesn’t mean your tools have to be expensive, but they do have to be intelligent. You need the ability to test and have access to performance analytics.
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Social Insight Thought Leader