Post on 25-Dec-2015
Custom Xpress: Take Your Marketing to the Next Level
AgendaMarketing During a Downturn
New Email Marketing Platform- When to use Email- How to use Custom Xpress Email
Prospecting with Direct Mail
Direct Mail and Print Enhancements- New Brochures and Postcards- New Print and Direct Mail Features- Demographic Lists
Agenda
Marketing in the Downturn
Companies that maintained or increased
their marketing throughout the 1981-82
recession saw an average sales growth
of 275 percent over the next five years!
Those companies who cut their
marketing saw sales growth of only 19
percent over the next five years.
Marketing in the Downturn
“It is ironic that during those times when
capturing a share of the market is most difficult,
companies are inclined to reduce their marketing
efforts. But it is a mistake because the best way
to hold onto your share of the market is to be
visually identifiable as a successful company that
produces superior products and/or services.”
Introducing Custom Xpress Email Marketing
Email effectively integrates multimedia marketing efforts
- 2-way communication to compliment online and offline promotion
Permission-based email yields tangible marketing benefits
- Increase the opportunities to interact with contacts- Helps build relationships with contacts- Response can be tracked to allow for continuous
improvement
Value of Email Marketing
Email is fast, responsive and cost-effective marketing tool
- Email response rates can be as high as 15%- Email generates 80% of responses within 48 hours- Only Email allows you to target your audience down
to the individual level at no added cost- Email marketing has no material, and it is by far the
cheapest direct marketing venue.
Source: “Harnessing the Power of Email” McKinsey & Company
Value of Email Marketing
Direct mail can effectively grow an agent’s inner circle.
The combination of email and direct mail can be used to nurture established contacts.
Email Marketing & Direct Mail: A Dynamic Duo
On the WORC homepage, select Marketing > Custom Xpress
Access Custom Xpress
Access Email Marketing
Select the new Email Marketing tab on the Custom Xpress homepage to access your FREE trial
Sign-up For a Free Trial
Features:- Customer
Support- Windermere
Template Library
- Image Hosting- Personalization
/ Mail-merge- Scheduling- Reporting- Contact
Management- CAN-SPAM
Monitoring- Help Center
Email 101: Best Practices Custom Xpress has
outstanding content and Windermere-branded templates
- Open House
- Property Marketing (great for JL/JS, “New in Your Neighborhood”, or any headline)
- Premier
- Real Estate Economics
- Personal Marketing
Select an Email Template
Email 101: Best PracticesSubject Line:- Be direct- Mention main benefit to reader
Content:- Keep content short and direct.
Goal is to make them click for more info – don’t put all info in an email.
- Link to website for more info / property info
- Include all contact information- Name images and logos so
recipients know what was intended to appear if they have images turned off
Customize Your Email
Customize Your Email
Add an Image:- Click the icon on the far right- Either upload your own image, or choose an image by
navigating on the left- The images you’ve uploaded previously for print
materials will be in your image gallery, accessible for both print and email needs
Customize Your EmailAdding Links to Images &
Text:- Select a button, photo, image
or text- Click the link (chain) Icon- Add description of the photo
or image- Type destination URL
Linking Tips:- You MUST create a link for ‘More Info & Photos’ button
- Link it to the listing on Windermere.com or your agent/office website
- Link your photo/contact info to your bio on Windermere.com homepage or your agent/office website
- Windermere logo automatically links to Windermere.com homepage
Customize Your Email
Add Variable Data:- Select area of text you would like the Variable Data to
appear- Choose a variable from the drop down- The categories in the drop down correspond to fields in
your contact list
Add a ListDownload a List and Upload a List1.To export your contacts from CMS, go to WORC >
Contacts > Mail Merge
2.Select Custom Xpress (csv) in the "Type of Mail" field
3.Click Merge (confirm that the selections are correct)
4.After new window appears, select "Save File”
5.Upload your downloaded (csv) file in your Custom Xpress account
Email 101: Best Practices Get Permission: Only email people who have opted-in (CAN-SPAM)
- Build your list using Direct Mail, Open Houses, Sphere of influence, Circle of Friends, Networking Events
List Building Tips- On all Custom Xpress postcards you send, include a call-to-action
- Example: Subscribe to my email list, and get a FREE (insert offer here).
- Create a circle-of-friends postcard with offers, relevant information, tips, etc. that you send out frequently – this personal promotion can double as your email list incentive!
Add a List
Email 101: Best PracticesSend your Email- Send it immediately or
schedule it for a specific time or special date
Send or schedule for future send
Email 101: Maximizing Your Email Marketing
10 Steps to Success
1.Have you tested your email?
2.Have you added yourself to ALL of your recipient lists?
-Email Marketing > Manage Lists > Edit > Add Contact to add to your saved lists
3.Have you tested all links in your email?
4.Have you spell checked your email?
5.Does your list contain ONLY confirmed opt-in addresses?
Email 101: Maximizing Your Email Marketing
10 Steps to Success
6.Have you honored all unsubscribe requests?
7.Have you tested ALL user variables in your personalized
emails?
8.Have you removed all words in the Subject Line that are
likely to trigger spam filters?
9.Is your Subject Line under 50 characters?
10.Have you tested your return address?
Email 101: Best PracticesEmail 101: Review and Improve
Test New Approaches after asking yourself the following questions:
•Is there a better Day or Time to send the mail?
•How is my subject line?
•How is my headline?
•How about the kinds of photos I am sending?
•Can I include something of value?
•Should I change the segment who I am sending to?
Email 101: Best PracticesEmail 101: Review and Improve
Email 101: Best PracticesEmail 101: Review and Improve
Unsubscribe Requests•When a recipient selects the ‘unsubscribe’ link in your email, the Custom Xpress Email platform will automatically suppress their address from future email sends
•Some recipients may simply reply to your email and request to be removed from your list. In these cases, you must manually remove by accessing the ‘Manage Lists’ area of Custom Xpress Email
•It’s important to respect these requests to avoid breaking the law and alienating those contacts
Email 101: Best PracticesEmail 101: Review and Improve
List Building Tips•On all Custom Xpress postcards you send, include a call-to-action, for example:
Subscribe to my email list, and get a FREE (insert offer here).
•Create a circle-of-friends postcard with offers, relevant information, tips, etc. that you send out frequently – this personal promotion can double as your email list incentive!
Custom Xpress Support
Toll Free: 866-977-3627, ext. 236
Email: info@xpressdocs.com
Hours: Monday – Thursday; 6am - 5pm PDT
Friday; 6am - 3pm PDT
Email Marketing Information and Resources
New Print Features on Custom Xpress
Value of Direct Mail and High Quality Print
-98% of consumers read their mail, and 77% read it immediately!
-73% of consumers prefer receiving communications by mail
-55% of respondents look forward to reading their mail
-67% of respondents feel mail is more personal than
the internet
Source: United States Postal Service Study
Value of Direct Mail and High Quality Print
-Consumers spend an average of 25 minutes a day interacting with direct mail
-90% of Top Agents send JL/JS Postcards with every Transaction
-75% of Top Agents use high quality print flyers and brochures
Source: United States Postal Service Study
Direct Mail and Print Enhancements
New Photo Gallery- Store Images by type (headshots, logos, photos, other images)
- Shared Company Images
Demographic Lists Now Available Sending your direct mail to
the prospects you want to work with can produce more leads and better ROI
- Target prospects by key demographics
- Net Worth, Gender, Age, Income, Owner/Renter, Length of Residence, Income, Age, Estimated Residential Value
- Target by geographic region
- Street List, Radius List
- Upload your own list
New Editing and Formatting
Text Editor- Click for Bullets, Bold, Italic, Positioning,
Underline, and Special Characters
New Editing and Formatting
Same-Page Proofing- Much less time to change and review documents
New Products
New Brochures- 5.5 by 16.5 Tri-fold (folded to 5.5 by 5.5)- 8.5 by 15.5 Tri-Fold (folded to 8.5 by 5.5)
New Editing and Formatting
Print Your Custom Marketing Pieces- Leverage Custom Xpress’ high quality print and next day turn
around by uploading your own designs from PDFs or high resolution JPEGs.
- Carefully follow the guidelines found under Online Resources.
- Be sure to carefully proof your order as they will be printed as they appear online.
Marketing Solutions Help Desk
Toll Free: 888-333-8923
Email: justask@windermere.com
Hours: Monday – Friday; 9am - 5pm PDT
On the WORC > Resources > Marketing > Marketing Solutions Helpdesk
Custom Xpress Print Information and Resources
Launch Promotions
25% Off Your Next Custom Xpress Order- Enter offer code WRECX25 at check out to save
25% off print marketing materials and direct mail
FREE 60-day Custom Xpress Email Marketing Trial- Select ‘Email Marketing’ tab, choose a
subscription level and sign-up for email- A credit card is required for authentication,
however, you will not be charged for the first 60 days and can cancel at anytime during this period
Thank you.