I went to a property networking event – now what? (Part 5)
This blog post follows on from I went to a property networking event part 4 here…
Following up with email marketing
Email marketing is not dead, despite what everyone says (a bit like like how people thought video killed the radio star!). But you do need to be smart about how you use email to follow up with your contacts and stand out in an overflowing Inbox.
If you do it right, you can use email marketing to help nurture relationships and maintain contact with your ‘Passive’ list. What you need to consider is, what will get their attention and what might they want to know.
Think about the emails you receive. Which ones do you open and read, and what goes straight in the trash? Remember you are building relationships and you need to be perceived as adding value. The email is not actually about your business at all; it’s about their business and how you could help them. That is what is going to get their attention.
And it’s not just about sending the email; it’s about tracking their results (you can use email programs like MailChimp for this). Who opened them, did they click on a link, which link has the most clicks, who unsubscribed etc.? All of this information is incredibly useful and speaks volumes about your contact list.
If you pay attention, you’ll soon be able to see who is reading every email, who is clicking through to your website etc. These people are paying you special attention, and these are the people you can ‘up the ante’ on – orchestrate a meeting at a networking event or suggest a 1-2-1, be prepared to capitalise on their interest.
It might seem like a lot of effort, but get it right, and it will pay dividends.
Super tips for email marketing
- Add value.
- Nurture not sell. Remember, it’s all about them.
- Use an email program so you can evaluate your audience.
- Have a plan in place for taking a contact to the next stage.
About the author
Steven Lai is a property investor, founder of Super Developments and creator of CRM for Property Success. He is a CRM expert with over 12 years commercial experience of managing sales teams.
Join the CRM for Property Success Facebook Group to ask him anything (about CRM, property or 80's trivia!).
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© Super Developments Ltd. All rights reserved. Company registered in England & Wales, No. 10470912.