We all use an e-mail as one of the tools in real estate to promote our houses for sale and houses for rent. However, all of our online marketing efforts are a waste of time if not useless, if we don’t take action and improve the results. E-mail marketing is convenient and economical and it continues to be one of the most used tools in real estate’s armory.
Some real estate companies may use a third-party for creating email campaigns and distributing them to lists of prospective buyers. If you use a third party the point is to measure successful deliveries and click-throughs to your call to action. This is just the beginning of what you need to do to measure success!
E-Mail Campaigns, simplified, the two basics required are as follows:
1. An interesting subject heading about properties for sale and email message with interesting & useful content and triggers receiver which is our real estate buyers to act instantly to follow through.
2. A landing page containing a form or other actionable link that is accessible only from the campaign distribution, yet still linking to other pages of your site.
This page must also contain a goal tracking code for your analytics software.
So at its simplest form, a potential real estate buyer reads your email, clicks the link – which is counted by your email distributor’s widget – sees your landing page, completes the action and you get the lead. Okay, so far so good? But, what happens if the visitor or the buyer isn’t yet ready to complete the goal you specified? Maybe your visitor or buyer likes what they see but wants more information before filling out your form or clicking a buy link?
We should also be measuring other actions the visitor or buyer can take? Like does your landing page give them the option to browse other aspects of your site like an about page or terms and conditions? How do you differentiate that visitor’s browsing?
You need to tag your inbound links with tracking parameters to monitor what this visitor or real estate buyer did click and view. Without tagging, you’re stuck creating a segment just for numbers of people who landed but no clear picture about what happened next!
Also what if someone shares that landing page via social networking? What if they bookmark to come back later? What if they use Chrome to Phone and continue browsing via mobile? How do you know the conversions and clicks came from the campaign and not random locations?
Why Track Your Campaign Links?
Links from your e-mail to your landing page should be tagged to track inbound users.
In a nutshell, an e-mail distributor can tell you who clicked the link to your site. However, if that visitor or real estate buyer lands on your site and does not complete the primary call to action on that page, but drifts to different criteria on another part of your website, then you can’t easily differentiate their actions from those of other visitors. E-mail visitors who click a link can either be clicking an e-mail link from within Outlook or another e-mail client opens a new browser window.
Remember, if everything is tagged, then you won’t waste time wondering about who were the real estate buyers who visited what and then all is crystal clear. Analytics will analyze measure, collect and report the internet data to assess and improve the effectiveness of the internet tools that we are using today to optimize our web usage and convert this into leads and ultimately, sales. We are trying our best to track everything that we can because in Working With Houses, measurable results are the only ones that we care about in our business.
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