iRealty - the eNewsletter Solution that really works...

• iRealty has been leading the way in Real Estate eMarketing for 8 years with in excess of 1000 Real Estate Clients.
  
  
• iRealty provides online software to conduct eMarketing Campaigns and online Surveys.
  
  
• iRealty is an SMS Provider with our own fully integrated SMS Gateway for "Quick Alerts" to Select Contacts for Open House Inspections etc
  
  
• iRealty Invented the Qualified "Lead Alert Solution" (AU Pat App No. 2010900456) A revolutionary Real Estate Tool connecting interested Contacts to Sales Agents in real time before they are lost to a Competitor.
  
  
• iRealty also provide a full service "Packaged Mailing Service" which includes the iRealty Lead Alert Solution – this service is designed specifically for Real Estate Agents wishing to utilise their Administrative Resource elsewhere or, who simply want the convenience of iRealty taking care of ALL of the technical aspects of their eMarketing efforts.. Clients wishing to exploit iRealtys’ "Packaged Mailing Service" will of course have full access to their iRealty Online Account, Training, Support Services and Reporting/Subscriber Tracking information, as do ALL iRealty Clients.
  
  
• All iRealty eMarketing Packages include training and support by Phone, Email and Remote Desktop Viewer - our Professional Support Team will be available for continued training and support when necessary, or in the event you wish to introduce a new staff member to the iRealty eMarketing Solution.

For more information on any of our innovative eMarketing Solutions, phone 1300 855 982 to speak to an iRealty Consultant or follow this link to our Website, Contact Us or Join iRealty now

Trade Secrets of eMail Marketing Unlocked

• The first thing many people think when we say “eMarketing” is “spam”.
• Spam is “unsolicited commercial email”.  Key word – unsolicited.
• eMarketing is NOT sending ten thousand eMails to people that you don’t know, hoping they will respond.
• eMarketing is using eMail as a tool to communicate with people who want to hear from you.
  
  
     Your eMarketing efforts could include:
• Newsletters
• Promotions
• Invitations, Announcements, Reminders
• Competitions
• eCards
• Media Releases
• Feedback forms, polls, questionnaires
  
  
• eMarketing is NOT a replacement for traditional marketing. It is an extra tool in your marketing toolbox.
  
  
     Main Advantages:
• Time to market – fast – no running back and forward between your Printer and the Designer
• It is Cost Effective
• Interactive
• Personalised
  
  
     Spam Compliance:
• Unsolicited commercial electronic messages must not be sent.
• Commercial electronic messages must include information about the individual or organisation that authorised the sending of the message.
• Commercial electronic messages must contain a functional unsubscribe facility.
• Address-harvesting software should not be used, and any lists known to be generated from address-harvesting software will breach Codes of Practice in most Jurisdictions.
• Permission – It is NOT easier to ask forgiveness than permission. Double opt in if possible.
• Your full contact information including your Company Name, Phone Number and Street Address needs to be included in all Campaigns.
• Ensure that all of your “lists” are properly synchronized.
  
  

• iRealty encourages its’ clients to see eMail as a tool to communicate with prospects, not communicate to prospects.
• You are not just sending information out. To be effective you need to build a relationship with your prospects. Again, eMail is a tool to help this happen.
  
  
     Some things to remember:
• Ensure the “from” address on each campaign is functional – recently a large tourism company sent out an email, but misspelled the “from” address. Imagine the business they lost. Consumers can be fickle creatures, and are naturally impatient. Usually they will not attempt to contact you again if their first experience is a difficult one.
• Respond to all eMail that you receive in a timely manner.
• Offer more than one way to contact you – some people would rather talk to a real person.
• Send frequently so that your Contacts remember you when making purchasing decisions, but not so frequently that they will hate you and leave your list.
• Send quality, useful information.
• Remember that it takes more than one communication to a Consumer to make a sale. Research suggests up to five.
  
  
     Growing your list:
• If you treat your Contacts well, they will naturally be happy to refer you to others. Take advantage of this and encourage Subscribers to forward your messages and include a link to subscribe on your messages
• Mention your subscribe page on your business cards and paper stationery
• Link to subscribe on eMail stationery
• Link to subscribe on your website
• Take every opportunity to promote your eMail newsletter
• Sometimes a contest or promotion can grow your list rapidly
  
  

• A recent Mars Bars promotion was fantastic
• Buy Mars Bars, register online and enter the barcodes to get points
• Use the points to bid on prizes
• By doing this they have very quickly gathered a database of eMail addresses from their target market
  
  

     Readability / Quality Control – Do’s and Don’ts
• No strings of CAPITALS
• Don’t use lots of different colours and fonts
• Use images for aesthetics. Ensure that the message could be delivered if the images aren’t. Remember that many people turn off images these days. Not a reason not to use images, but use them intelligently to supplement your message.
• Be cautious of using flash or animations. Difficult to deliver due to virus concerns.
• Dark text on light background. Don’t assume that background colours will display. You might end up with white text on white background.
• Don’t use “spammy” text / phrases – exclamation marks and dollar signs
• Always include a “view online” link
• Spell check and send a test eMail to yourself to proof read before sending your Campaign!
  
  
     Brand recognition
• Use your logos and colours
• Look and feel should reflect Your website and Your Brand
  
  
     Personalise & segmenting
• Personalisation scale – determine which level is appropriate for you.
• At the easy end, ensure you include your Contacts name.
• You will get a greater response if you send targeted information to selected segments of your subscriber list.
• E.g. If you keep track of your Investors, 1st home buyers, Townhouse buyers etc. you can specifically target those people when you List a suitable property
• Birthday/anniversary eMails – but get the date right!
  
  
     Trackable call to action
• Include links that go to your website
• Call to make an appointment before your prospect slips through the cracks.
• Conduct a survey or poll, run a contest, have all of your Contacts complete a form for more information, update their contact details – ensure they include their mobile phone number. Every piece of information that you gather about your Subscribers should be stored back in your database.
  
  

• Your eMail might look great, have great content, you may have done everything right, but it may still not arrive if you are not careful
• When you send an eMail, it must pass through several servers before it arrives at the recipient’s computer.
  
  
     It may be blocked at any of these points
• It could be blocked because of content – phrases used, exclamation marks, dollar signs or CAPITALS in the subject line and the Body of the eMail.
• The use of flash or animated content
• Or, your own Domain could be black listed due to previous “non Spam compliant” eMarketing efforts.
• Your Contacts use of a variety of eMail programs
• Some eMail Clients (programs) block images
• Some block all eMails if the Senders’ address is not in their address book
  
  
     There are key remedies;
• You must include a “view online” link, which displays a copy of the eMail INCLUDING Personalisations in a web browser
• Ask recipients to add you to their address book or white list
• Monitor black lists. If you use an email provider (such as iRealty), we manage this process for you.
• Keep your list clean. iRealty will remove bounces. iRealty will properly manage your unsubscribes.

• Every eMail and every communication should have a purpose, a goal, and a way to track your success
  
  
     At iRealty, we have developed a reporting feature that will enable you to:
• Analyse Your Open rates
• Click rates and total clicks on each link
• Identify Recipients
• Identify Subscribers who open – iRealty recommends you communicate with Subscribers who open 2 times or more before they are lost to your Competitors
• Count the number of opens for each subscriber
• Identify Subscribers who viewed online
• Identify Subscribers who clicked through and the links they clicked on
• Count the number of clicks per link for each Subscriber
• Facilitate bounce management
• View the HTML version and text versions of the eMailouts
• Who forwarded the email
  
  
• After sending – review your Campaign statistics, review goals and your progress.
• An open rate or click through rate is not a goal, but again a tool – use these statistics to drive future campaigns.
  
  
     Important things to remember!
• Spam filters will go wild with CAPITALS and the Exclamation marks in your subject line and content.
• Too many colours and fonts
• Spelling mistakes
• No contact information
• Spammy words such as abs olutely, guar antee, free etc. especially when in your subject line, will likely get caught in Spam nets
• No branding
• Broken Images
• White text on a dark background

• What obstacles do you face in becoming an eMarketer?
• How do you think you should overcome these obstacles?
• What help is available to you when embarking on an eMarketing Campaign?
• Do you have a Marketing plan?
• What goals have you set as part of your Marketing plan?
• How could you use eMail to meet your goals?
• What value could you provide to your Contacts by communicating with them more often?
• How will you get your Contacts to entrust you with their eMail address?
• What benefit will your Contacts receive from your eMarketing efforts?
• How could you promote to your Contacts more effectively?
• Do you ask for eMail addresses at open houses and when people visit your office?
• Does your Website ask people to subscribe to your eNewsletter?

 

Best Regards,

Paul Condren
Marketing Director

Suna Communications Pty Ltd
paul.condren@sunacommunications.com
m    0412 123 755
ph. 1300 855 982   07 3841 7111
p.    PO Box 5359 West End Q 4101


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