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Email: Part of a Complete Marketing Breakfast

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With the announcement that the United States Postal Service (USPS) may be reducing their delivery days, it appears as though direct mail is getting knocked down another rung in the marketing world.

Many of you blog and social network, but have you included email marketing into your arsenal?

Cost Advantages

Email has significant cost savings over direct mail. When looking at a database of 500 people, the most popular postcard size from the leading provider in my area would cost $315 per campaign.  Email marketing to a list of that size could cost you $8-$14 dollars and you’re able to email those 500 people multiple times per month for that price.

Effectiveness

Logic dictates that if the USPS is having to consider losing a delivery day, direct mail has fallen out of favor.  Ease of use and cost push more and more people into using email.  In the last two years, I have seen a majority of people I know move to checking their mailbox once a week or less frequently.  I personally only check my mailbox when I’m expecting a movie.  Furthermore, there is no effective method for tracking your return on investment for direct mail.  All of the popular email marketing companies provide in-depth statistical analysis packages so you can see what your consumers are most interested in to fine-tune future campaigns.

Environmental Impact

Every year, Americans receive 5.6 million tons of junk mail, enough to fill 450,000 garbage trucks.  Not to mention the emissions used to create the paper, deliver the product then recycle it at the end. The environment is also your key to growing your list. Many clients I have worked with have extensive direct mail databases. The least expensive way to convert those into email addresses is to call. The fastest way is to send one last direct mail campaign with a message similar to “Help me go green”.  Ask people to provide you with their email address over the phone, by email or by signing up on your web site. People I have helped do this have seen a better than 85% conversion rate in their first campaign.

Choice

The truth is, however, that some people prefer direct mail. It feels more personal. They like touching something. They don’t want more “stuff” in the inbox.  That’s the beauty of the marketing campaign I just suggested, it allows people to choose if they would rather get your communications via email.  If we take that same database of 500 people and get an 85% conversion rate, our direct mail budget is reduced by almost $270 dollars.  If you want to communicate monthly, that’s over $3,000 per year you could be saving.

Options

There are a lot of different providers out there, but the benefits of going with a real email distribution company include:

  • Templates that are tested to work in most, if not all, email programs
  • Tracking capabilities
  • Scheduling capabilities (write your email now, send it next month)
  • List management (if people unsubscribe or there are bounces, you don’t have to personally clean your database
  • Email personalization

Although these companies cost money, it is a far better alternative than trying to use Outlook.  Here is a short list of a few of the options I have tried. Each one has their advantages and disadvantages, but they all offer free trials, so find the one that suits you best.

Nick runs a new media marketing consulting company helping real estate professionals learn how to implement new media tools into their marketing arsenal. He frequently gives presentations on generational marketing, green marketing and advanced online promotion. Nick is active on LinkedIn, Facebook and Twitter.

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11 Comments

11 Comments

  1. Paula Henry

    January 29, 2009 at 10:24 pm

    Nick – Just had this converstaion online and in person. On Twitter another agent said, Realtors “please quit sending out recipe cards”, to which I wholeheartedly agreed. The other converstaion was with an agent determined to go back in time and start “farming”. Oh, the nonsense of it all.

    I check my mail about twice a week. As my contact list gets larger, I am looking at one of these email programs, just undecided which one.

    The only real reason to send snail mail is if it is personal and hand written. Just my opinion:)

  2. Missy Caulk

    January 30, 2009 at 8:15 pm

    I stopped the post card mailings many years ago, it was just not cost effective. As you said 3-500.00 each time.

    I did do snail mail birthday cards, then went to email ones the last two years and now I am back to hard copy ones.

    Somehow it just seemed to mean more to everyone.

  3. Ruthmarie Hicks

    January 31, 2009 at 1:03 am

    Do we really NEED the post office?? I just discovered by accident how LITTLE I actually need them. The Northeast has had a lot of snow and severe cold this winter. A snow plow knocked over my mailbox after the first snow. With the ground frozen…I haven’t been able to put the mail box back in the ground. So for the last 6-7 weeks – no snail mail except when I pick it up. Since you have to wait about 1 hour at our P.O. I’ve only collected the mail ONCE. Obviously, I don’t see a burning need to get the mail because most of my business is conducted ON-LINE including bills etc. There were some Christmas cards at the end of Dec that I wouldn’t want to miss out on. The rest was nearly all redundant or pure junk. In fact, I have far less garbage to recycle. Talk about waste.

    My conclusion: Postal workers need to start polishing their resumes. Although there will always be snail mail – Obama is on the right track. Get rid of the junk mail and you could cut the postal system to 1/4th its present size. Nationally, we might easily get away with 3-4 days of delivery.

    However, for introducing yourself to a neighborhood – particularly a condo complex with locked entries and a doorman standing between you and potential clients – bulk mail has been somewhat effective for establishing a presence. I have a listing appointment from a postcard mailing early next week – and our market is almost at a standstill. Do people want the mail? Probably not – but people do seem to remember my post cards (which are very unique.)

    The way I “touch” people I’ve met or those who have contacted me through my website etc. – EMAIL, PHONE, TEXT MESSAGE, FACEBOOK…not MAIL.

  4. Judy Peterson

    January 31, 2009 at 7:14 am

    And emails or blog posts last longer than the walk from the mail box to the circular file.

  5. Christina Ethridge - North Idaho Real Estate

    February 2, 2009 at 10:22 am

    “Logic dictates that if the USPS is having to consider losing a delivery day, direct mail has fallen out of favor.”

    Really? What logic? Perhaps it’s not so much that direct mail has fallen out of favor but that people pretty much no longer send personal notes, letters, cards. Perhaps UPS/Fedex have taken a dominate control of package shipping. Perhaps USPS has been so completely irresponsible with their budgeting and business methods that they simply can’t adapt and keep up with financial changes.

    Frankly, direct mail hasn’t fallen out of favor… to use it effectively, you have to know what to send, when to send and who to send it to. Recipe cards just don’t cut it.

  6. Nick Bostic

    February 3, 2009 at 6:55 pm

    @Paula – I completely agree with you, I will check personal handwritten mail, the problem is if it’s time sensitive odds are I won’t get it in time. Plus, even if it’s something nice, emails can be nice and are better on the environment.

    @Missy – Our title company used to send handwritten Christmas cards. This year, we did a cheesy video of all of our employees in Santa hats waving like dorks and emailed it out. Every one of our customers, except ONE, LOVED IT. One out of 4,000+ people makes sense and cents 🙂

    @Ruthmarie – I’ve been online and trying to stop the rest of my mail for years. Aside from my movies, I could really live without the post office. We’ve had a lot of problems in my area getting mass mail postcards to condo developments, but if that works in your area, I can see the value.

    @Judy – Very true, and are easier to share with more people.

    @Christina – I did those cheesy logic problem books as a kid, so logic comes pretty easy to me (it frustrates my lawyer sister). When a business cuts hours or goes out of business, logic very clearly dictates they weren’t successful. USPS is still far easier to send from home than UPS/Fedex. USPS accounts for 46% of the world’s card and letter deliveries, which is the direct mail most people in this industry send. But the overall volume of that type of mail has decreased, logically because people aren’t using it as much. For cards, letters and the like, UPS/Fedex are considerably more expensive and I’ve come to learn that REALTORs are very price sensitive. We’ll have to agree to disagree, the facts I’ve seen clearly show that direct mail is rapidly losing ground to other marketing methods.

  7. Ruthmarie Hicks

    February 4, 2009 at 8:51 pm

    Here’s an update – I did just get a listing agreement from a post card. Nothing else – although I did a really nice listing presentation – I was surprised that the client was not interviewing extensively. I’m good at what I do – and very happy to do it, but these days I think this is pretty unusual.

    I do have the “less is more” approach to mailing. I only send things out about 5-6 times a year. What I send is expensive, but unique. NO ONE else does what I do – and most people will look twice at the type of post card I send. I don’t send things in envelopes that people have to open. Just unique cards – each with a unique message.

    Btw, I think its time for national email addresses! Wouldn’t that be a cool thing for Obama to add to his stimulus package? It would take the place of snail mail for everything save packages and things that require paper.

  8. Bruce Lemieux

    February 8, 2009 at 7:00 pm

    Implementing an effective direct mail campaign is difficult and expensive. But, no doubt, it is a very powerful tool. It is the foundation of my marketing strategy. Here’s why I love direct mail:

    1. I have a geographical farm. I *know* that my audience gets my piece. No spam filter.

    2. I send big, very high-quality pieces that build and re-enforce my brand. So, even if it takes 5 seconds to pickup, glance and throw in the trash, the impression is “These guys sell a lot of real estate. These guys are professional”

    3. I can target my pieces directly to the audience making it more relevant.

    4. Direct mail + for sale signs + yard signs in a concentrated area tells my target audience that I’m the area expert. On listings, we often get “we see you everywhere”. Not so without direct mail.

    Implementing a cost-effective campaign is tough. If I were in a lower-priced market, it may not make since. For me, however, the high-cost is a good thing. It presents a barrier to entry for most other agents, so I’m competing with fewer other agents.

    I love direct mail!

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Tech News

Bet you forgot about them: Yahoo Groups is shutting down

(TECH NEWS) After over a year-long process, Yahoo is finally shutting down Yahoo Groups for good, marking the end of an internet era.

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Yahoo Groups is shutting down.

For a long while, most of us forgot that Yahoo Groups still existed in a very limited way, of course. But now, it’s going to be discontinued for good. Yahoo announced that the Yahoo Groups website will be shutting down on December 15, 2020.

The removal process of Yahoo Groups is one that began in October of last year. At that time, Yahoo decided to no longer allow new content to be uploaded to the Groups site. Features that allowed for sharing files and photos, creating polls, etc. were all removed. However, users could still view and download any existing content. On its website, a statement read, “Don’t worry, though, Yahoo Groups is not going away…” But, we all knew that was never going to be the case.

In December 2019, the Yahoo Customer Care Twitter account tweeted that content on the Groups site would no longer be available or viewable. Users had until the end of January to download their data before it would be permanently deleted. All public groups became private and would require administrator approval to join. Also, admins had limited access to other administration tools, but group members could, at least, still send messages to each other.

Earlier this month, the creation of new groups was disabled. And now, the end of Yahoo Groups is on the horizon. On its site, a pop-up message reads:

Announcement: End of Yahoo Groups
We’re shutting down the Yahoo Groups website on December 15, 2020 and members will no longer be able to send or receive emails from Yahoo Groups. Yahoo Mail features will continue to function as expected and there will be no changes to your Yahoo Mail account, emails, photos or other inbox content. There will also be no changes to other Yahoo properties or services. You can find more information about the Yahoo Groups shutdown and alternative service options on this help page.

Yahoo said, “Yahoo Groups has seen a steady decline in usage over the last several years.” As a result, this is why the company decided to shut it down. “While these decisions are never easy, we must sometimes make difficult decisions regarding products that no longer fit our long-term strategy as we hone our focus on other areas of the business,” Yahoo added.

What became of Yahoo Groups isn’t even a bare-bones version of what it was during its prime. And, frankly, I don’t think it will ever be resurrected. Sometimes all good things must come to an end.

But, if you are a former Groups user and want to stay connected with your groups, the Yahoo Groups’ help page, hopefully, has all your answers.

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Tech News

This app connects music fans with their favorite bands

(TECH NEWS) With the Band, a Nashville-based company, is using tech to reshape virtual concerts and fandom experiences for music fans during COVID-19.

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Music concert crowd no longer safe but can be experienced virtually.

Nothing beats the experience of seeing your favorite artist live – except maybe that moment when you look next to you to see that others are feeling the music just as much as you are. Musical communities are a truly special bond that aren’t location specific. Perhaps that’s why fan engagement platforms, such as Patreon and Memberful, are so successful in cultivating online fanbases.

An app in the fandom world that has been making cutting-edge headway in the COVID-19 concert-less era is Nashville-based With the Band. The fan engagement platform, which connects artists with fans and fans with each other, has found itself in a pivotal position – how can they expand engagement to fill the growing needs during quarantine?

Before COVID, the app was used primarily to empower music fans and artists to create and participate in fan projects and meet ups. Perhaps the most notable example of a With the Band moment was September of 2019, where fans organized for 16,000 signs to be distributed at a Jonas Brothers concert in Nashville.

Since COVID-19, however, the platform has had to adjust to a live concert-less world. How are they doing? Pretty good in my opinion

With the Band has a new (and exciting!) feature called Fan Crews, which is a modern day, virtual version of a fan club that even Dr. Fauci could get behind.

With Fan Crews, artists will be able to engage with their fan bases (and monetize their brand) through:

  • Posting
  • Private messaging
  • Virtual meet & greets
  • Live streams (the modern-day concert?)
  • Exclusive content
  • Special giveaways
  • & much more

The most helpful feature of Fan Crews is that artists and artists teams will have access to an analytic dashboard, where they can see data pertaining to their fan base – all at a zero start-up cost to the artist!

Founder and CEO Sarah Beth Perry – a boyband fangirl – began the With the Band venture from her dorm room in 2017. Now, just three short years and a global pandemic later With the Band has grown in size and scale, and just might be the best thing to happen to fandom since everything went virtual.

Coronavirus has threatened the music industry from all angles – live concerts must abide by CDC guidelines, which means decreased profit for everyone. Fan meet ups and events have had to go mostly digital, putting the onus on tech features that allow for online fan engagement. Artists are losing money during this time, and fans are not able to engage with the artists and each other in the capacity they crave.

If the COVID-induced crumbling live concert industry is a call, With the Band’s Fan Crews is one hell of a response. I’m excited to see what artists and fans do with their new, full-integrated platform.

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Tech News

What is “Among Us”? The meme sensation two years in the making

(TECH NEWS) When a game has invaded even the most focused of social media feeds, we have to figure out what it’s all about. Enter Among Us.

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Among Us game cover, the latest game meme sensation.

If you’ve been seeing bean-shaped characters pop up in memes, on Twitch, or even on Facebook saying words like “Impostor” or “Red is sus”, you’re not alone.

Among Us, an online multiplayer social deduction game has taken the online world by storm as of late. Originally released back in 2018, the game gained a massive surge in popularity during the COVID-19 lockdown. According to Sensor Tower’s data, the game passed 100 million downloads on the IOS App Store and Google Play in Q3 of 2020 alone. While the game is free to play on mobile, users can also play on PC for a small fee of $4.99. As it stands, Among Us is currently the third-most played game on Steam, with a solid chance it breaks into the top spot in the next few months.

Haven’t played the game? Well, let’s cover the basics so you understand the endless number of memes coming your way.

The game is played with 4 to 10 people, all of whom are placed together on a single map. Depending on the game settings, 1 to 3 of these people will be randomly assigned as Impostors, whose goal is to kill a certain number of non-Impostors without getting voted off of the map. The rest of the users will be designated as Crewmates, who can win the game by either completing a set number of assigned tasks in the form of minigames or by voting the Impostors off of the map. Impostors gain the advantage of being able to use portions of the map (like vents) that Crewmates cannot, as well as being assigned fake tasks so it can appear that they are a Crewmate. Impostors can also sabotage areas of the map that will require Crewmates to complete an additional task within an allotted time, with failure to do so resulting in an Impostor team win.

Impostors will be able to move across the map and kill other players they are next too, turning those players into Ghosts who will still need to complete their tasks for the Crewmates to win. When a player finds a dead body, they can report it, which essentially allows for a time-based discussion and the option to vote for someone to be kicked off of the map. Each player can also use one “emergency meeting”, which can call for a discussion and vote at any time. Since players are allotted a cone of vision that allows them to only see other players within a certain distance, the game relies a lot on convincing other users you are not an Imposter.

Among Us was inspired by the party game Mafia, proving that a few adjustments to a classic concept can pay dividends. Due to the mostly chat-based dialogue, memes have popped up of Crewmates accusing people of being suspicious by saying they are “sus” based on their actions. There has also been a rise in memes highlighting a group of people saying someone must be an Impostor and voting them off, only to view the “X was not the Impostor” dialogue from the game.

Hopefully, this helps you understand some of the bean shape images you’ve been seeing recently. With the game rising rapidly on streaming platforms over the summer, it’s unlikely the wave of memes and references to the game will end anytime soon. If you still don’t understand it, then I recommend you take the plunge and play the game—after all, it’s free on mobile.

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