With 7 years working in Real Estate, I’m on tons of email lists. I don’t mind this much, as I get to see what’s going on out in the market. Today, though, got one that violates all my marketing skills, understanding and wisdom.
- It was a jpg dropped into an email. I’m not a fan (mea culpa: I’ve done that in the past, mainly out of time, or, sadly, that’s all I had to work with).
- In the jpg were several urls. Note: I don’t say “links”. The links were NOT CLICKABLE! Simply text in the jpg.
- As I was interested in the property in question, I manually typed the links into a browser. Nope! No worky. Not even the bit.ly one. Not a single link worked.
- I saw the project name in the email addresses in the “contact us” section. That was the right URL.
- The creme de la creme, the piece de resistance (insert cliche of your choice here): there was no address. No city. Not even a state, region…nothing. When I finally made a url work, I could see that it was on the Washington Coast. Please note: this was for a new real estate development. “Location, Location, Location”?
It seemed like the creator of this campaign worked really hard to ensure I not only didn’t connect, but actually ended up annoyed with them. Amazing how well it violated every tenet I have for effective email communication.
So, do:
- Location. Events: have a date, location (address, venue…at least a city), and times. Drives me nuts to get an email for a property that looks interesting, or an event that looks really cool and, well, sorry, it’s it Atlanta. And it’s not until I’m in the registration section that I find that out? Geez!
- If you can at all help it, don’t just email jpgs. FYI, spam filters hate them.
- Links. Oh. My. Gawd! Making me TYPE your link…from an email?
- Links, part ii: Links MUST WORK. Test them! Most people won’t do anywhere near what I did. I was curious at that point and choose to dig. They may have got a click, but they didn’t get a sale.
- Segment your market and sell accordingly. I’m not working the Washington Coast market. It’s hours of driving away!
- Your main call to action cannot fail. If clicking on the link takes you to a Google page saying “sorry, sparky, no frickin idea what website you’re trying to find”, every erg of energy expended was wasted. Your goal is sales, right? Customers gotta get to your page. Gotta!
Keep your eyes on the prize, folks. Sales pitches to the right people, in the right way, is a splendid thing. Spam? Yeah, no.
Go forth and do great things!
