This document summarizes an email marketing session from the 2018 NAHB International Builders' Show. The session covered the different types of effective emails, including prospecting, reengagement, content drips, and event-based emails. It discussed email design best practices like short and simple content, prominent calls-to-action, and mobile optimization. Common email marketing challenges like list management, sender reputation, subject lines, and content were also addressed. Speakers provided examples of successful email styles and tips on overcoming challenges to improve open and click-through rates.

2. TECH BYTES
JANUARY 9–11 ORLANDO BUILDERSSHOW.COM
2018 NAHB International Builders’ Show®
The Good, The Bad & The
Staples of Email Marketing

3. Meet Your Speakers
Robert Cowes
SmartTouch® Interactive
Lianne McOuat
McOuat Partnership

4. • Identify what types of emails to use to achieve a specific purpose.
• Identify the different types of marketing emails for different audiences.
• Learn the different types of CTAs and where to place them to gain
more engagement.
• Be confident your emails and your content are reaching your audience.
Session Learning Outcomes

6. • 244.5 million users in the U.S. alone.
• Consumers ages 33-45 subscribe to 15
different email marketing offers on
average.
• 50% of people ages 19-60 check their
primary email multiple times a day.
• Even millennials love it.
Why Email Marketing Still?

7. What does email
marketing look like today?
5 Years Ago Last Week

8. The Good
Short & Sweet
Upfront CTA
Asks a Question
Video
One Action
Multiple Actions

9. The Bad
Floorplan with no
click through – hard
to read on mobile
No Call to Actions
No Click Through on map
No Address, No phone #
Rendering takes up
too much space

10. The Staples of
Email Marketing
Branding & Logo
Engaging Headline
Accolades/Credibility
Prominent CTAs
Where & How Much?

11. • Identify what types of emails to use to achieve a specific purpose.
• Identify the different types of marketing emails for different audiences.
• Learn the different types of CTAs and where to place them to gain
more engagement.
Put it into practice.

12. Prospecting vs Reengagement
Single CTA
One-Click
Preferences
Click to Call
Driving Directions
More Info

13. Drips
Content that keeps
buyers engaged.
One-Click
Preferences
Click to Call
Driving Directions

14. Content Ideas

15. Local events to
encourage visitors
to go to your model
homes the same
day as the event
Promote individual
Homes or Suites
Encourage reader to join
your social channels!
Show them a video!

16. Event Based/Holiday
Single CTA
Elegant, Simple Design
Map of Location

17. One Click Emails
One Click
Appointment
One Click RSVP

18. Mobile Friendly Newsletter
Consistent
Branding at the top Human Element
Downloads and
Send to Friend

21. Realtor
Inventory
Long
One-Click
Preferences
Map
Available
Inventory

22. Realtor
Inventory
Short
One-Click
Preferences
Map
Available
Inventory

23. Stacked Content
Strong CTA as the
first message
One strong
block of copy

24. Reveal Series leading up to launch event

27. Strong
CTA
Clean design
List/check
mark style

33. The biggest challenge email marketers
are facing today…
• Be confident
your emails and
your content
are reaching
your audience.

34. 1. List Management
2. Sender Reputation (IP Address)
3. Subject Line & Sender Name
4. Content (Image/Text Ratio)
5. Time of Day
So what can you do?

35. List Management
Having a clean and up-to-date list will
ensure your users are ready to engage
and ensure a higher delivery rate.

36. Sender Reputation
The more active your users the better
your reputation.

37. Subject Lines & Sender Name
Subject lines should be clear and
creative while also avoiding things like
spam words, special characters, or ALL
CAPs.
$$Free Cabinet Upgrades If You Buy
Today!! #moreforyourmoney

38. The Best Subject Lines

40. The Ah ha! Auto Reply

41. Email Content
SpamAssassin recommends a minimum
of 60% text and a maximum of 40%
image coverage with at least 400
characters.

42. Time of Day
Time of day and what day you send your
campaign (along with your subject line)
has a major impact on open rates. And
open rates affect your sender reputation.

43. Questions?

44. Speaker Contact Information
Lianne McOuat
McOuat Partnership
Markham, Ontario
lianne@partnership.ca
Robert Cowes
SmartTouch® Interactive
Austin, Texas
rcowes@smarttouchinteractive.com