Sure, it’s easy to get potential property management clients to your site — but are you finding it hard to get them to actually click-to-call, or fill out a contact form? It may be time to get serious about email marketing.
While it might be nice to think that all you have to do is get your services online and the prospects will come, the reality is that the art of attracting and retaining customers is a lot more nuanced than that.
The good news is there are a lot of resources at your disposal when it comes to upping your marketing game and improving your customer lifetime value (CLV) stats.
One of these tools is email blasts.
Regardless of how you personally feel about marketing emails, the statistics don’t lie: According to Campaign Monitor, “For every $1 spent, email marketing generates $44 in ROI” and over three quarters of that ROI “comes from segmented, targeted, and triggered campaigns.” Similarly, stats from Custora (in assessing 2015 holiday data) suggest that about 20 percent of transactions completed on your eCommerce site may be driven by email (“making it the second largest channel after organic search”).
Customer Win-Back Email Campaigns
According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one,” and “The probability of selling to an existing customer is 60–70%, while the probability of selling to a new prospect is 5–20%.” Existing customers also tend to spend more money per purchase, and “Increasing customer retention rates by 5% increases profits by 25% to 95%.”
Further, email marketing is the single most effective tactic when it comes to customer retention and digital marketing strategy.
So, how do you nurture further purchases out of your existing customer base? Customer win-back email campaigns are the best place to start.
Most email automation platforms will have features in place that allow you to trigger email campaigns once a customer has made some sort of action on your website. You can then send a chain of follow-up emails that encourage customers to come back for more.
For example, if they have filled out a form for a Checklist PDF, it may be a good idea to set up an automated email flow that reminds customers to come back to your site for new and exciting material related to their rental. Or, if they purchased from a certain service category, you may wish to remind them of complementary services or upsells.
Whatever path you choose, automated follow ups are a great way of reminding customers that you still exist—and you still sell awesome products that you know they’ll be interested in.
More Tips for Sending Effective Email Blasts
- Make them memorable and on-brand. Remind customers how awesome you are; it’s never a bad idea to stylize your emails to feature on-brand imagery and messaging. Keep your copy clean and succinct, and if you offer things like free shipping or product customizations, remind your customers of these great features.
- Make them responsive. According to data collected by Return Path, 55 percent of marketing emails are “opened on a mobile device.” If your eCommerce emails don’t look good on mobile, expect your conversion rate to take a hit as users may be inclined to send the message straight to the trash bin.
- Make them personal. Most email marketing automation services and eCommerce platforms will allow you to customize your emails so that personalized client details (like first name, purchased items, etc.) can be included in the body of the email.
- Make them feature an offer clients can’t refuse. Active discount offers, or buy-one-get-one free services are great offers clients notoriously can’t resist. They are also effective ways to net sales when nothing else works.
We’ve Got Digital Marketing Strategies for Property Management Websites on Lock
If all of the above feels a little overwhelming to you—or your team just doesn’t have the time to set up and manage ongoing email marketing campaigns—never fear. At DM4PM, we’ve been in the business of creating exceptional, results-driven online marketing strategies for well over a decade. Our team of experts can assess areas of opportunity and help you bring these strategies to life. Making the most of automation isn’t just great for your bottom line, it also helps your team rest easy at night. For more info, contact our team at 818.276.9313 or reach out via our online contact form.