1. HOW TO CREATE AN EFFECTIVE EMAIL
NEWSLETTER CAMPAIGN
Andrew Kennedy

2. Overview
• Email Marketing
– Definition of Email Marketing
– Why is Email Marketing Important
– CAN-SPAM ACT
– Goals
– Segmentation
– Layout
– Testing
– Reporting

3. Definition of Email Marketing
Email marketing is directly marketing a
commercial message to a group of people
using email.
Direct Marketing Association

4. Why is Email Marketing so Important?
• Consumers search for deals online
– 44% Email
– 43% Company website
– 6% Search Engine
– 4% Facebook
• Cost Effective
– ROI $40 for $1
https://litmus.com/blog/email-preferred-more-clicks-conversions-roi

5. Why is Email Marketing so Important?
Monetate EQ2013

6. Highlights of the CAN-SPAM Act
• Don’t use False or misleading header
information
• Don’t use deceptive subject lines
• Identify the message as an ad
• Tell recipients where your are located
• Tell recipients how to opt out of receiving
future email from you
• Honor opt-out request promptly
• Monitor what others are doing on your behalf
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

7. Email Goals
• What is your Email Goal?
– Property Exposure
– Website Traffic
– Maintain Client Relationship
– Enhance Lead Generation
– Brand as "Expert"

8. Segment Target Audience
• Go deeper than just Age, Gender, and Education
• Identify: Renters, Buyers, and Sellers
• Content
– Foreclosures
– New Construction
– Investor Information
– Market Trends

9. Layout
• Execution is Key
– Subject Line
– Content
– Call to Action
– Day and Time to send
– From Line
– Social Share Links
www.constantcontact.com

10. A/B Testing
www.smashingmagazine.com

11. Reporting
• Common Metrics
– Opens Rate
– Click-Through
– Conversions
– Share to Social
– Forward to Friends
– Bounce Rate
– Spam Complaints
– Junk
www.constantcontact.com

12. Questions