• E-mail Can Offer Real-Time Connections
Ryan O’Neill is a Realtor at RE/MAX Advantage Plus in Minnesota. The strength of O'Neill’s e-mail marketing comes from a live database constantly updated with new leads from a variety of sources.
By connecting its e-mail marketing service to various company databases, RE/MAX can avoid the backlog associated with exporting and importing recipient information or syncing up unsubscribes, bounces and forward-to-friends. And by analyzing who’s opening e-mails or when they’re unsubscribing, RE/MAX can see what’s working, what’s not, and respond to the educational and other informational needs of the market sooner rather than later.
“We’re of course active on Twitter and Facebook,” says O'Neill, “But e-mail remains the surest way of letting real estate investors know when properties become available as they become available. It’s e-mail, but it’s still real-time reach, because most of the folks we reach read their e-mails on their smart phones while they’re out and about.”
• E-mail Can Be Visually Powerful
A picture may be worth 1,000 words, but the right picture can be worth much more. For Los Angeles-based nonprofit Relief International, the right picture portrays need, inspiring empathy and response.
Of course e-mail often has issues with embedded pictures. If it’s not ISP deterrents, it’s strict enterprise anti-spam solutions or overzealous end-user security software that gets in the way.
Some marketers choose to simply do away with embedded images rather than risk a bounceback or a bunch of unsightly red ‘X’ marks in place of images, but for Relief International this was not an option. Most good Samaritans get on a nonprofit’s e-mail list as prior donors. But many of those who respond to the urgent need of one major catastrophe are seldom heard from again. It’s a constant struggle convincing them and others that help is still needed.