Web & e-mail Marketing Tips for Appraisers
OgilvyOne, the direct marketing division of WPP Group conducted extensive research on internet e-mail marketing. One of the most interesting discoveries I noticed in the report was that when graphical icons were included in e-mails, click-through rates jumped 60% over standard links.
The research study also identified that only 35% of an e-mail actually gets read, and the report also noted that the word “free” has less impact than it did in the past.
One last point that should be of interest to appraisers is that messages targeted to small business that addressed “service” and “solutions” had far more impact than other subjects.
What does all this mean to an appraiser?
Icon click-through:
Well, if you use e-mails designed to drive people to your website, the use of an icon, instead of a standard text URL, should provide you with a much greater response. Standard text e-mail will not allow you to use an icon within the e-mail, but html formats will allow for images, illustrations and icons. If you are not sure how to set up an e-mail with an icon, it might be worth the investment in a web designer or internet specialist.
Only 35% of e-mail gets read:
Two thoughts here – if readers only read 35% of an e-mail, then write more (not really)-
Or – make every word of your e-mail message count. The copy in your e-mail must be carefully crafted to ensure that your message is read and the reader takes the action you wish. Use what professional reporters call the “upside down pyramid” technique – that means put the most important information up front to capture the attention of the reader and to keep them reading.
Services and Solutions The “services” and “solutions” concept is not new to appraisal services marketers. By now you know that in order to successfully market your appraisal services you must focus on the “benefits,” not the features.
Finally, the “subject” of every e-mail is critically important. It is, in essence, the headline of your e-mail message. If you are e-mailing your existing clients, then your name may get them to open your message. But a solid subject ‘headline’ is much more important than your name recognition. If you have both name recognition and a great headline, you’ll drastically improve your chances of having your message read.
Looking for more Appraiser-specific marketing ideas and tips?
Go to: http://www.bestappraiserprofits.com/
Brian Kathenes
OgilvyOne, the direct marketing division of WPP Group conducted extensive research on internet e-mail marketing. One of the most interesting discoveries I noticed in the report was that when graphical icons were included in e-mails, click-through rates jumped 60% over standard links.
The research study also identified that only 35% of an e-mail actually gets read, and the report also noted that the word “free” has less impact than it did in the past.
One last point that should be of interest to appraisers is that messages targeted to small business that addressed “service” and “solutions” had far more impact than other subjects.
What does all this mean to an appraiser?
Icon click-through:
Well, if you use e-mails designed to drive people to your website, the use of an icon, instead of a standard text URL, should provide you with a much greater response. Standard text e-mail will not allow you to use an icon within the e-mail, but html formats will allow for images, illustrations and icons. If you are not sure how to set up an e-mail with an icon, it might be worth the investment in a web designer or internet specialist.
Only 35% of e-mail gets read:
Two thoughts here – if readers only read 35% of an e-mail, then write more (not really)-
Or – make every word of your e-mail message count. The copy in your e-mail must be carefully crafted to ensure that your message is read and the reader takes the action you wish. Use what professional reporters call the “upside down pyramid” technique – that means put the most important information up front to capture the attention of the reader and to keep them reading.
Services and Solutions The “services” and “solutions” concept is not new to appraisal services marketers. By now you know that in order to successfully market your appraisal services you must focus on the “benefits,” not the features.
Finally, the “subject” of every e-mail is critically important. It is, in essence, the headline of your e-mail message. If you are e-mailing your existing clients, then your name may get them to open your message. But a solid subject ‘headline’ is much more important than your name recognition. If you have both name recognition and a great headline, you’ll drastically improve your chances of having your message read.
Looking for more Appraiser-specific marketing ideas and tips?
Go to: http://www.bestappraiserprofits.com/
Brian Kathenes
Tom Helms Said,
I have learned that most people hit delete before opening most emails or newsletters. Think about it? How many times do you open a newsletter and really read it? Too much computer, and too easy to delete. I have stopped all email information and returned to snail mail four times a year. And guess what? I now get comments from my clients.
Tom Helms
A-Z Appraisal and Estate Consultants
Posted on September 12, 2009 at 6:16 PM
Beth Kinstler, Avalon Appraisals Said,
I, too, am bombarded by e-zines and e-newsletters, most not even pertinent to my business. I generally delete them, also. I send out an 8.5" x 11" newsletter four times a year like Tom does, and I make sure it's just a tri-fold with 2/3 info and 1/3 the address and advertising info on my business. Can be read in less than 1 minute. Beth Kinstler, Avalon Appraisals
Posted on September 24, 2009 at 7:45 AM