Ebook - How to create successful Newsletters

1. How to create
Successful newsletters
eBOOK
egorealestate.com
Real Estate CRM Software and Websites

2. 1
Good practice
Don’t use databases that you have bought or that don’t belong to you. This could be
a bad investment, once people didn’t authorize the use of that email to receive com-
munication from your company.
One of the worst-case scenarios, which happens a lot, is that the domain you use to
send these newsletters starts to be considered SPAM (1) and this will prevent all
future messages from getting to the addressees. In conclusion, you will spend
money in vain.
Invest in building a solid database with contacts who are truly interested in receiving
your content. A good database is built over time.
1. You buy a database with 5000 contacts. The idea is tempting because in theory
there are five thousand potential customers’ contacts;
2. You invest and spend time preparing and sending the Newsletter;
3. You've sent it. So far, so good. You're confident that all the process went well and
that you'll probably get results;
4. The problem starts when you analyze the report and find out that invalid contacts
are more than half of the database and 20% of these are reporting you as SPAM(1)
;
5. You begin to consider that what you did was not the best for your Agency;
6. In the meanwhile you realize that the emails you are sending through Outlook are
not being received – at this moment you realize that there's something's wrong.
Your domain (your-agency-name.com) is on a black list.
“Quantity is not Quality!”
(1) The term SPAM means unsolicited advertising emails sent indiscriminately to multiple mailing lists.
EXAMPLE:
Don't buy databases
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

3. 2
The subject of the email is a key aspect for the success
of your newsletter
In most cases, the content sent within the newsletter is quite valuable to
subscribers. However, there is a large percentage of people who don't even open
the email.
1. Using expressions such as "Click here!" Or "The opportunity of a lifetime";
2. Excessive use of punctuation;
3. Writing the entire subject using capital letters;
4. Using words like:
- Test;
- 100% free;
- Putting $;
- Cheap;
- Warranty;
- Credit;
- Limited time offer;
- Buy now
These are the most common examples of expressions that negatively influence
a good email marketing campaign delivery rate.
AVOID THE FOLLOWING MISTAKES:
How important is the subject
of the email
Call people's
Attention
Trigger the
Interest
Provide
Information
Keep it
Short
Build
Confidence
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

4. 3
Select your top 5 performance emails, and compare their desktop performance
with the mobile one.
You should focus your analysis on both the open and clicks rates.
If the Mobile performance is worse than the Desktop one, try to improve the
mobile performance on the next newsletter.
TIP:
Mobile
Did you know that 66% of people use both mobile phones
and tablets to access their email?
According to a 2014 Movable Ink study more than 60% of users use mobile devices to
check their email accounts, therefore optimizing your communication for these gadg-
ets is becoming increasingly important.
Use adapted Templates, just like the ones you have on eGO RealEstate.
Smartphone
47,22%
Tablet
18,51%
Desktop
34,26%
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

5. 4
It is important that you schedule your communication carefully. Don't send mass
emails every day but make sure you don't spend long periods with no
communication.
Send frequency
Two days a week is the ideal once your customers, in most cases, won't open your
communication right away, either because they are not in front of the computer, do
not have internet access or for priority reasons.
If you don't have time to produce valid content for a regular sending, set your own
frequency and stick with it.
2DAYS
1. Set the send frequency according to your availability to create quality content;
2. Stick to the send frequency you've determined and break it only if the subject is of
utmost importance to the reader or cannot wait;
3. Analyze the results of your newsletters and compare them with the days of the week
and the time of sending.
TIPS:
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

6. 5
You should follow the 80/20 rule. For every 80% of content you send, 20% may be
related to the advertisement of properties.
In other words:
Send useful content to your potential client (80%) that does not have any (direct)
selling purpose. Nowadays, clients are tired of advertising messages, if you use this
rule in your business, you will stand out from the rest of the market.
You can follow this rule using two formulas;
- In the content of your newsletter - the first 80% are content and the last 20% are
related to properties;
- Dividing your send calendar - set the percentage of emails that are purely
commercial and the content ones.
80/20 Rule
Besides publishing, inform!
Your credibility will increase!
80%
20% 100%
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

7. 6
How many times have you seen "property in excellent condition, best price/quality"
in your competitors’ communication?
Customers are already tired of this type of communication, on the other hand the
message doesn't get the desired highlight.
Add value! You know your customers better than anyone and you know what kind of
person that property is for. Do not try to sell that property to everyone knowing that
that property has the exact features for a new couple with a newborn.
Direct your communication to your target audience.
Your agency should not be
the core of the communication
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

8. 7
Take potential clients to your website.
Add links
WEBSITE
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

9. 8
What is?
- Use buttons with vibrant colours
- Place the button in a visible location
- Insert Images
- Be concise
- Create the need
5 TIPS
Create Call-to-action' buttons
Call-to-action! Take people to subscribe the Newsletter!
If your goal is to get a new contact, you'll have to spread "Learn more" and "Get in
touch" buttons over the newsletter.
HOW TO CREATE SUCCESSFUL NEWSLETTERS
Real Estate CRM Software and Websites

10. egorealestate.com
http://academy.egorealestate.com/
sales@egorealestate.com
+351 262 840 464