In a digital world that is as hustle and bustle as it’s ever been, reaching people through marketing remains one of the most challenging tasks of businesses across the globe. Thankfully, 91% of people still check their email on a daily basis, which makes marketing this way one of the most powerful and effective tools. That said, there’s still a right way and a wrong way to do so. Let’s go through five proven methods that will help strengthen and improve your email marketing strategy for your property management business.
First, understand your audience
In the property management field, we target many different demographics, often based on age, location, amenities, etc. The first step to a successful email marketing campaign is knowing who you are trying to reach so you can hone your strategy to best suit that audience. This may mean segmenting your campaigns, but the extra effort will be well worth it.
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Be a giver, not a taker
Once you know who you’re trying to reach, craft content that provides something of value to that audience. It may be tempting to load your emails with self-promotion, but you won’t get the results you’re after with this approach. Instead, focus on delivering content that your prospects and clients can truly use. This more subtle approach to marketing is much more effective.
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Use compelling, personalized subject lines
The best emails in the world aren’t worth a thing unless they’re actually opened by their recipients, so make sure your subject lines are intriguing. Much research has been conducted on this topic, and most results show that shorter subject lines that contain the name of the recipient tend to perform better. Do some A/B testing to see which types of subjects get the highest open rates and then adjust your strategy from there.
Build relationships with people
While the individual objective of each email blast you send out may be different, the overall strategy of all of your campaigns should be establishing and fostering relationships between your audience and your company. When people come to know and trust you, they’ll be more likely to open your messages when they receive them. There’s no magical formula for how many emails it takes to accomplish this goal, but generally speaking, there should be a few friendly exchanges before you ever throw a major marketing pitch their way.
Be persistent, but not too pushy
There’s a fine line between staying in touch with your target audience and stalking them. You want to send enough messages that your property management firm will remain top of mind, but not so many that people get annoyed and start unsubscribing. Again, testing results is the ultimate way to find the right balance, but a good place to start is no more than one email per week. Or, better yet, allow your subscribers to choose how frequently they’d like to hear from you.
As with most marketing tactics, there’s a certain science to email marketing. There’s also a certain art to it. By following the above steps, you’ll have a much better chance of developing, implementing and maintaining a winning email marketing strategy that will help bring your property management organization to the next level.
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