TIPS FOR STYLISH E-MAIL CAMPAIGNS

Although the content of e-mail marketing campaigns is important, real estate practitioners also should pay attention to the look of the newsletters. Balance images and text, recognize that some e-mail servers don't allow large files, and understand that slow Internet connections can prevent messages from loading properly. Agents should include their logos, the main point of the newsletter, and the beginning of the conversation in the first few inches of the newsletter to grab readers' attention. They also should make a personal connection through the message's tone and images so that readers do not automatically delete the message. Additionally, they should prepare for three possible displays: html, plaintext and "Images Not Displaying," recognizing that readers can opt to load messages without the graphics, making it important for the content to make a strong impact on its own. Finally, real estate agents should take advantage of their ability to track e-mail marketing campaigns, looking to see what readers like and making small changes here and there after they gauge interest.

Source: RISMedia (04/22/08) Norman, Suzanne
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