Here at Mellady Direct, we’re firm believers in the power of direct marketing done the right way, because we continue to see how well it works.
From proven traditional direct mail, to forward-thinking, web-based methods, direct marketing allows you to create a direct connection to your ideal clients, even when they’re not necessarily searching for you.
Recently, we’ve seen some amazing successes in email marketing. As part of a public relations and marketing package for a client who received a major real estate industry award after nearly 25 years of business success, we designed and distributed an email announcing the award via Constant Contact. A letter from the broker and owner of the award winner’s agency, the email was a personal, congratulatory celebration of the Realtor’s contribution to the community.
On a Wednesday morning, that email was distributed to the real estate agent’s list of 2,593 recipients. The result? A 46 percent open rate, a tremendously high rate for email marketing. For comparison, in February, 26.01 percent was the average open rate for real estate industry emails, as reported by Constant Contact. That 46 percent rate is a testament to the power of a great community reputation, coupled with a well-cultivated email list.
So while the results of that particular email were exceptional, it provides a good example of what can be achieved with a strong email marketing campaign.
Whether you’re not sure where to start with email marketing or you want to improve your existing efforts, here are a few steps to get you started:
5 Keys for Email Marketing Success
- Cultivate a Good List
Much like traditional direct mail, the reach of your email marketing is only as good as your mailing list. As you collect contact information from potential clients, it’s vital to keep your list of email addresses updated. It can also be very helpful to segment your lists; for example, creating separate email address lists for different campaigns. Additionally, if you regularly send enewsletters, you should have a link on your website where people can subscribe. - Provide Good Information
We all know how easy it is to ignore or delete the email that shows up in our inboxes, which is why yours should stand out. Start with an attention-getting subject line that causes someone to open the email, and follow through with information that is clear, useful, and beneficial. Keep in mind that 64 percent of people say they open an email because of the subject line, according to Chadwick Martin Bailey, and a reported 69 percent of email recipients mark email as spam based solely on the subject line, according to Convince and Convert. People value good content and will their time reading it. Further, depending on the subject of your email, you will likely need to include a strong call to action that prompts the recipient to take the next step. - Don’t Bombard People
It’s not enough to send good content. Ensure you’re not sending too much of it. Emails every other day, or multiple times a day, can wind up losing their luster and quickly end up in the spam filter. By spacing out your emails and sticking to a regular schedule – whether that’s a weekly enewsletter, a bi-weekly local deals email, or a monthly company update – you create added value. - Send at the Right Time
There’s also the question of when to send your email campaigns. Email marketing service MailerMailer’s last Email Marketing Metrics Report – a survey of 1.2 billion opt-in email newsletters from 80,000 campaigns – found that open rates are best at the beginning of the week, in the morning, and that 50 percent of opens occur within the first six hours after sending. However, it is not an exact science. For example, Mellady Direct has worked with news media clients who send daily enewsletters, one in the late afternoon and the other early in the morning, and both have found success with the responses they receive. It will take testing to determine what works best for your campaign. - Look at Your Statistics
A benefit of services such as Constant Contact is the ability to run detailed reports on every email you send, allowing you to see who’s opening your email and clicking on links, or if emails are bouncing or being marked as spam. Studying these statistics can help you in both refining your messaging and cultivating your mailing list.
You Don’t Have to Figure It Out Alone
Mellady Direct has spent nearly 30 years helping clients achieve direct marketing success, and we apply many of the same principles to email marketing that we do to traditional print methods. From initial concepts and strategy, to development of content, implementation and reporting on campaigns, we can help you develop a successful, vibrant email marketing campaign.
Have questions about how Mellady Direct can help you? Contact us at connect@melladydirect.com or (661) 298-9190.
