Sales & Marketing Playbook

September 2024’s Marketing Success Group focused on e-newsletter campaigns, including audiences, email lists, calls to action, and key performance indicators (KPIs), with multiple agent representatives and the van line’s Director of Marketing sharing examples.
 

• Ron shared his weekly 6-part newsletter series, which he uses ChatGPT to compose and then sends out to his realtor list of around 1,400 subscribers, achieving open rates between 40-50%.  The series are sent out weekly, with occasional breaks depending on Ron's workload. Check it out here.
   

• Kimberly sends out two separate newsletters, one to realtors and another to a larger list of around 4,100 subscribers, with open rates between 42-53%. She also shared her experience of including a 'Kim's Cooking Corner' section in her newsletter, which often receives positive feedback and leads to new business opportunities.
   

• Cameron discussed his company's recent transition to Mailchimp for their newsletter, highlighting its integration with Smart Moving and the potential for real-time data analysis. He shared that their first campaign, sent to storage customers, had a 77.9% open rate and resulted in one confirmed booking and two in the pipeline. Cameron also mentioned plans to migrate old data from their previous CRM and send a yearly reminder email to customers.
   

• Jaymie shared that the van line's newsletters to previous customers are divided into three parts and that the company aims to increase customer recall for future moves. She noted that the open rate for their newsletters is around 32% of the ~70,000 member email list. While 20% is a "good" open rate for most industries, agents whose lists comprise of referral sources will see results more like Ron's, Kim's and Cameron's since those are 1:1 relationships. Jaymie also highlighted the potential for personalized messaging based on user interactions.