Many of our clients use a CRM programme (in addition to their email newsletter) to send targeted emails to smaller groups of buyers or prospects or clients. CRM programmes work as long as the agent actually makes use of the programme and keeps the data up to date and accurate.
But what about segmenting your newsletter database too? It seems logical that a segmented list will be more accurate and generate better results for you, right?
Confession: The reality is, almost all of our clients don’t bother with list segmentation, and I actually tend to agree. Here’s why:
– Kiwis tend to have a perpetual interest in real estate and they’ll read your newsletter regardless if they are a buyer or seller, so long as there is something in it of interest to them.
– People won’t tend to unsubscribe, even if they stop reading your email. They still like to know they can check in from time to time for a market update and see what’s been selling lately.
– Agents get more leverage from a single complete list when they can say to buyers or vendors that their email database has X number of subscribers.
– We can set up a link on your email so people can click and update their ‘preferences’ and choose which emails they want to receive from you themselves.
– You end up making a lot more work for yourself making sure the right information goes to the right people, keeping data up to date and accurate.
Mailchimp recently published results from their own research and found that segmentation does improve stats, but not as much as you might assume. Check that report out here
If your strategy is to have a variety of newsletter types targeted at different client types, we can help you with this.
One reason to segment your list would be to have different kinds of newsletters targeting different groups, e.g.
– a higher frequency newsletter targeted more at buyers promoting listings, open homes, upcoming auctions etc.
– a less frequent in depth newsletter including recent sales, market comment etc.