The Client – Anna Kreuger (KW MAPS)
KW MAPS Coaching is an organization that has successfully provided training for individuals in the real estate field. Their specialty is to guide agents in the business towards success. KW MAPS coaching does this by simply identifying the need and creating the best training program to address this training need.
KW MAPS Coaching has not only helped real estate businesses transform their agents through education; they have helped change the lives of people who have undergone their training programs to become more effective when it comes to sales and marketing.
With an award-winning real estate franchise leader at its helm, Keller Williams, KW MAPS Coaching continues to strive to give only the best training programs for real estate agents, whether they’re tenured or new to the field.
The Challenge
For this task, KW MAPS Coaching needed seats to be filled for the training called “How To Hire, Train, & Retain Inside Sales Agents” and they needed to do it within a strict time limit.
Before our intervention, they still needed more than 50% of the training class to be filled in otherwise, the class would not proceed.
With a class that’s due to start in x days, KW MAPS Coaching needed a fast and cost-effective solution to this problem.
The Solution
In order for the campaign and the training class to be successful, we needed to reach as many audiences as possible within the shortest time. On top of that, we needed people who would attend the webinar.
In other words, the email campaign must have the right message to reach the right people at the right time.
With the parameters set and a deadline to meet, we rolled out a total of four email campaigns plus an informative webinar.
Why Email Campaigns?
An email campaign is a very targeted marketing strategy. They are known to be more customizable to fit your business requirement as well as your customers’ needs.
Despite its seemingly more personal approach than social media, email campaigns are actually measurable. There are tools available that lets you see how many people opened your email and how many people clicked on the links within your email.
Another great characteristic of email campaigns is its practicality. People just can’t help opening emails, it seems! Links in emails are opened directly for the consumer to see; emails can also be forwarded so easily which also makes this a digital marketing strategy with a powerful reach.
Last but not the least, emailing customers helps provide the impression that a business is serious and professional. This is, after all, vital since businesses need to create a positive reputation in order to get more customers.
How Much Does It Cost To Run An Email Campaign?
Many marketers still assume that email campaigns are expensive but it’s actually are cost-effective. They cost just as much as your email client!
In addition to that, small businesses or start-up businesses can create their very own email campaign that’s completely free of charge. One service that you can take advantage of is Mailchimp.
Ever since its inception in 2001, Mailchimp has been catering to a wide variety of businesses and individuals that require automated mailing service. Did you know that Mailchimp is completely free for up to 2,000 contacts?
How Can I Make An Email Campaign More Effective?
There are several steps that you can take in order to make an email campaign more effective. Here are some of the steps that we took in order to make this campaign successful.
1 – Solid Database With Segmentation
With the short amount of time we had in our hands, we had to make sure that the email will be directed to the right people. The client had a big database that had to be trimmed down to people who had previous engagement with the business. People who also opted-in to promotional emails were also included in this specific campaign. This gave us about 5,205 recipients to whom to send our email campaign.
With the short amount of time we had in our hands, we had to make sure that the email will be directed to the right people. The client had a big database that had to be trimmed down to people who had previous engagement with the business. People who also opted-in to promotional emails were also included in this specific campaign. This gave us about 5,205 recipients to whom to send our email campaign.
In doing so, there’s confidence that there will be a higher chance that the email will be opened and that the content of the email will be read.
The practice of creating a solid database with proper segmentation will provide about 760% in terms of email revenue.
2 – Effective Email Composition
Email composition is another key aspect if you want a successful email campaign. Emails must be relevant to your audience in order for it not to be categorized as spam. Email content should not be taken on a one-size fits all.
In addition to having personalized mail content, one of our emails included a recommendation of Gary Keller for the speaker, Anna Krueger.
Influencer recommendations result in about 40% users purchasing products after seeing them being used by an influencer on social media platforms.
With a recommendation for our speaker from an influencer in the business such as Gary Keller, we increased the impact of the email content increasing the chances that its recipients will click and join the webinar.
3 – Planned Follow-Up Email
Follow-up emails are a great way that there will be a continuous pool of audience who will be anticipating what’s next for them.
A company that utilizes this strategy well is Amazon. If you’ve noticed, Amazon doesn’t end a transaction by sending you a final status of your delivery.
Amazon would send you a follow-up email asking how you liked the product or to suggest other products that you might like. Not only do these email follow-up allow Amazon to build their customer engagement, they ensure their next sale by giving you relevant product recommendations.
4 – Track Progress
As with all other marketing strategies, the email campaign progress for the client had to be tracked. Tracking progress is key to reaching one’s goals after all.
We needed to see how great we were doing in the first email so that we could make the necessary adjustments in the next email FAST. We had to take into account data that revealed open rate and click rate.
Open rate in email campaigns is defined as the number of times an email is opened, while click rate shows how many recipients opened the links inside the email.
If you’ve run an email campaign and noticed that the emails have not been meeting your benchmarks, it may be because of a poorly written subject line. Knowing how a subject line should be worded depends on the kind of audience you have. In this case, you might need to trial and do test runs in order to know what works.
How Does The Conversion Compare To Social Media Marketing?
Email marketing campaigns aren’t dead and should not be overlooked. After all, emails receive a higher open rate compared to social media links. This is based on the study from Ogilvy that looked into the organic reach of links in Facebook. Overtime, the reach and open rate in Facebook, according to this study, dwindled.
Furthermore, this study also indicated that your post had only 6% chance of being viewed or opened while on Facebook? This is primarily due to the saturation of posts available on their newsfeed.
There are also more people who clicked through links present within the email. On average, it was determined that there are about 3% of people opened the links in their email compared to the 0.5% who opened links from their Twitter feed.
Based on these statistics, we determined that there’s a higher conversion rate that can be achieved if we used email marketing to approach this challenge.
The Result
Within a span of 2 days and a rollout of the strategic emails, Anna was able to push through with the webinar. Ultimately, these are the results:
- An increase of 44% of registered participants.
- An open rate of 55% from a database of 5,205 contacts.
- A click rate of 2.7%
Furthermore, KW MAPS had a pool of participants for their next webinar.
Start Your Marketing With Be Eminent
With Be Eminent, crafting strategic and effective email campaigns at a high level is our specialty. We commit ourselves to delivering the right message to the right people at the right time.