Email marketing wins — Property Management & Me podcast episode 14


Email marketing wins — Property Management & Me podcast episode 14

Part One: Unleashing the power of email marketing with Sinead Clarke

Hello and welcome to a sparkling edition of Property Management & Me For part one of Email marketing wins we are chatting with Sinead Clarke, Communications Manager at PropertyMe and the brain behind our much-loved Monthly Insider.

Starting small, dreaming big in email marketing

Sinead kicks off by emphasizing the beauty of small beginnings in email marketing. Don’t feel pressured to launch a full-scale campaign right off the bat. Start with baby steps, prioritising quality and consistency to gain momentum.

The key metrics: open and click-through rates

Before you hit send on your email, consider how you’ll measure success. Sinead highlights two critical metrics: open rate and click-through rate. A healthy open rate hovers around 15-30%, a sign that your audience is keen to read your content. And don’t forget the click-through rate — it’s a window into what content resonates most with your audience.

The art of crafting engaging newsletters

Our very own PropertyMe Insider, reaching approximately 30,000 subscribers, stands as a testament to the power of engaging content. Sinead shares that the placement of content plays a pivotal role in boosting click-through rates. Place the most captivating content up top — think quizzes, eye-catching questions and bite-sized analytical blogs.

Visually appealing layouts and interactive content help not only to keep your audience engaged but also to encourage them to explore more of your content.

Timing and subject lines: the game changers

Did you know that the day and time of sending your email can significantly impact its performance? Thursdays are golden, and times like 3pm and 10am are sweet spots for maximum engagement. Let’s not forget the subject line — this is your first impression, so make it pop with emojis and urgency to pique curiosity.

Another tool to explore is A/B testing – which can help in understanding your unique audience preferences. Experiment with different sending times, subject lines and content to discover what truly resonates with your readers.

Multi-channel strategy: beyond email blasts

Don’t put all your eggs in one basket. A robust communication strategy involves multiple channels like social media and direct mail. This diversity ensures your message reaches your audience through various touchpoints. Re-sending the same message in the same way is a quick way to decrease engagement.

Unsubscribes are a natural part of email marketing. The goal is to create content so engaging that your audience thinks twice before hitting that unsubscribe button. Regularly clean your list to maintain a healthy and interested audience.

As we wrap up this enlightening session with Sinead, we’re reminded of the power of email marketing when done right. It’s not just about sending emails; it’s about creating an experience, an engaging journey for your audience. So, armed with these tips, let’s transform our email marketing strategies into captivating narratives that our subscribers eagerly await!

You can subscribe to our Monthly Insider newsletter here. 🤓

Part Two: Battling the email spam tide: Google’s new guidelines explained with Richie Pitt

In part two of Email marketing wins we’re diving into a topic that’s a bit off the beaten path but incredibly vital for all of us to keep email communication lines open with our customers. We have Richie Pitt, our IT Administrator from PropertyMe joining us to unravel the mysteries of Google’s latest battle against email spam.

Google declares war on spam!

Yes, you read it right! Google is ramping up its efforts to combat the ever-growing nuisance of spam emails. We’ve all been there, sifting through heaps of unwanted emails. But now, Google is stepping up its game. They’re rolling out two sets of guidelines targeting different email volumes: over 5,000 and under 5,000 emails per day to Gmail accounts. We’re going to focus will be on the latter category.

It’s important to understand — even if you aren’t a Gmail domain, this applies to the recipient’s Gmail inbox, so if any of your customers have a Gmail account this will affect you. 

Understanding the new email security standards

Richie breaks down the technicalities into digestible bits. The crux of Google’s strategy revolves around a few email security standards developed by the giants of the tech world. These standards ensure two things: you own the domain you’re emailing from, and you’re authorized to send emails from it. Plus, there’s a set of instructions for the email receiver on what to do if the email seems suspicious.

Sounds technical? Don’t worry, it’s simpler than it seems. Essentially, it’s all about verifying your domain ownership and sending secure emails to your recipients.

Implementing the changes: a step-by-step guide

Now, the million-dollar question: how do you implement these changes? First off, these standards aren’t enabled by default. You need to take action. The standards are administered at a domain level, meaning if you are part of a larger franchise group, such as this section you don’t need to worry about. 

If you are an independent agency or your domain is (specific to your office), pay attention to the following standards:

  • SPF (listing the services you own)
  • DKIM (authenticating your emails), and 
  • DMARC (instructing the receiver’s server on handling your emails). 

SPF and DMARC are set up through your domain registrar (think GoDaddy or Google Domains), while DKIM is configured with your email provider.

You can find specific guides from google here.

What this means for your email reputation

The essence of this whole shift is to bolster your email reputation. Google keeps a reputation score for each domain, influencing how your emails are delivered. A good reputation means your emails land in the inbox, not the spam folder. It’s all about making sure your emails are marked as useful, not spam.

Impact on various platforms

Whether you’re a part of a large franchise or running your independent domain, these changes are pertinent. The new standards apply to emails sent to Gmail addresses from any bulk mailing service. So, if you’re using PropertyMe, MailChimp, or any other platform, keep an eye on this development.

Thanks for tuning in! We hope this session has illuminated the path to managing your emails better in the face of Google’s new policies. Keep checking back for more insights and tips on managing your portfolio with ease and efficiency!

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