Creating Compelling E-NewslettersMay 9, 2023
How a title agent can have success through email marketing.
In today’s digital world, e-newsletters have become an essential tool for title agencies to market themselves and stay connected with their customers. They are an effective way to promote your services, build your brand awareness, establish credibility and increase your customer base. However, creating a functional e-newsletter that engages your audience requires careful planning and execution. Let’s chat about the basic setup and best practices of a functional e-newsletter for marketing your title agency.
Identifying your audience is incredibly important to make sure you are staying in front of your ideal audience. In addition to identifying your audience, audience segmentation can be just as important in the success of your e-newsletter. When you segment your audience and send precise content tailored to those groups, the likelihood of conversion and continued business increases.
2. Choose The Right Email Platform
Choosing the right email platform is imperative to the success of your campaigns. I always suggest choosing a platform that is easy to use, gives you flexibility in branding and design, and let you track the performance of each campaign. I suggest looking into Mailchimp, ConstantContact, and Flodesk.
3. Create Visually Appealing, Branded Templates
Your newsletter should be visually appealing to the eye and should be consistent with your brand. Simple is better. Remember to use a clean layout, high quality images, and a call-to-action. Clutter = confusing. I suggest only having 1-2 topics in each email you send.
The content of your e-newsletter should be relevant, informative, and engaging. Share news and updates about your business, showcase your services, and provide valuable tips or insights to your target audience. Using a conversational tone and avoiding industry jargon can help you connect on a more personal level.
5. The Beginning & End Are Most Important
When composing an e-newsletter, the Subject Line and Call-To-Action are most important. The subject line is the first thing your subscribers see. It is important to make it catchy and compelling. Why would someone want to open your email? You’ll want to avoid using ALL CAPS, a lot of punctuation, or spammy language – these can all trigger email spam filters.
A call-to-action (CTA) is also a critical component of your e-newsletter. It encourages your target to take a specific action, such as visiting your website, asking for more information, or signing up for an event/class. Use a clear and concise CTA that stands out and is easy to click.
In conclusion, e-newsletters are just one way to stay in touch with your clients and prospects. The open rate for our industry us upwards of 19%, which guarantees you an incredible opportunity for trust building and continued branding opportunities for your title company. I suggest sending at least once per month, but no more than once per week.