Newsletter Marketing: Building Customer Engagement
A newsletter, also known as a periodic email update, is sent to a mailing list. Its purpose can be either commercial (highlighting brand promotions) or informative (covering news, product launches, new regulations, etc.). Newsletters are an effective way to reach a broad audience, including both prospects and customers, in a cost-effective manner while fostering brand loyalty. Your newsletter should become a regular, weekly, or monthly appointment for your subscribers, attracting more prospects as it goes.
1. Determine the Frequency of Newsletter Delivery
Consistent newsletter delivery is essential for building attachment among your clients and prospects, especially in the real estate sector. "Today's seller can be tomorrow's buyer," making it crucial to maintain long-term contact. In this context, sending newsletters every 3 or 4 weeks is highly recommended. This frequency strikes a balance as creating a newsletter, both technically and editorially, can be time-consuming.
2. Define the Sections for Your Newsletter
The subject line of the email is the first thing visible to recipients when they receive the newsletter. It's essential to choose a compelling title that entices subscribers to open the email. Once opened, you must not disappoint the reader. Home staging, the state of the real estate market, interest rates, legal updates, small space optimization, interior decoration, buying or selling advice, veranda installation, or best practices for a healthy roof— the list of topics to cover is endless, as long as it showcases your real estate expertise. The goal is to maintain the interest of your subscribers so they won't consider unsubscribing.
The content of your newsletter should be well-organized, with clear sections, allowing readers to discover a variety of articles and encouraging them to click for more information on each. Your newsletter is a reflection of your website and should be just as well-structured.
3. Choose the Tool for Newsletter Editing
Several tools are available for creating newsletters, allowing you to design them to match your brand's visual identity. These tools also help you keep your subscriber list up-to-date by importing it from an Excel spreadsheet.
Bezara offers automated newsletter setup and website pop-up integration for real estate professionals. Feel free to contact our digital experts to learn more about our service.