Curated newsletter content – topics you select with readers’ interests in mind – offers a return on investment up to $36 for every marketing dollar spent.
NEW YORK – Some studies estimate that email marketing achieves a return on investment of up to $36 for every dollar spent. Among real estate email marketing tools, newsletters are a good way to foster relationships because contacts receive information they value.
Real estate professional Alexander Brandau IV says newsletters should have curated content relevant to the audience, and agents should start by thinking about newsletters they themselves would consider reading. It doesn’t have to be about real estate and could include local or national events, such as the homes owned by the 2022 Oscars nominees – a topic Brandau’s marketing team actually covered in his monthly newsletter.
Agents should also invest in an email service provider (ESP) to monitor the results of their newsletter campaigns, plus an ESP can help newsletters and other emails appear professional and authentic.
Most email recipients read emails on their phones, and according to the Nielsen Norman Group’s latest eye-tracking study, about 74% of readers skim through newsletters they receive. That suggests that agents have roughly one minute to grab their audience’s attention to ensure they keep reading.
Agents should focus on text placement, graphic design and skimmable copy. They should break up text with subheads and bulleted lists.
As far as distribution, the morning hours – between 7 a.m. and 9 a.m. – appear to have a noticeable advantage, and Brandau reports success emailing newsletters twice each month.
Source: RISMedia (07/07/22) Hartley, Diane
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