A Tale of Two Newsletters
I want to share the tale of two real estate agents’ newsletters. First, I own a home but am not in the market to sell it right now nor am I in the market to buy one. At this moment, I have no interest in real estate. But I got on their newsletter email lists anyway. Real estate is the ideal industry to use marketing automation because chances are eventually I will reenter the market or will know someone who is and I can give them a referral at that time.
Staying connected ensures that when the time comes, I think of them. But which one?
The first agent sends me a monthly email with a few articles and his contact information. Unless he has a killer subject line, I generally don’t open it. The second real estate agent tells me what my house is worth every month. I open it without fail. This agent knows that while a lot goes into the decision of going from “not on the market” to being interested, one of the major deciding factors here in Florida, where a large percentage of homeowners are under water, is home value. Many homeowners are just waiting for those scales to tip. Thanks to the housing bubble many owe more on their homes than they’re worth. So this monthly email compiled by data on Zillow is incredibly valuable to anyone playing the waiting game.
There is something out there that your members are waiting on too. There’s something that they are interested in and want to know more about. Maybe it’s an issue with their business like succession planning or growth. You can often guestimate what they’re struggling with based on the age of their business or you could ask them.
Newsletters don’t have to be complicated. One very important piece of data or a post that resonates with the recipient is all it takes to be of value. And they needn’t be one-size-fits-all. If you figured out that half of your members are interested in X and the other Y, there’s no reason why you can’t split your list and tailor the content.
You need to.
Because when you find that one thing they want, that one thing they’re interested in, they’ll open it every time.
But no one will click on your links in your newsletter if you don’t give some thought to article or post titles. If you need help with that, download the free Blog Title Checklist today.