Custom Xpress: Take Your Marketing to the Next Level.

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

Custom Xpress Email Demo

http://www.xpressdocs.com/windermere

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


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


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?


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


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: [email protected]

Hours: Monday – Thursday; 6am - 5pm PDT

Friday; 6am - 3pm PDT

Email Marketing Information and Resources

mailto:[email protected]

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


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)


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: [email protected]

Hours: Monday – Friday; 9am - 5pm PDT

On the WORC > Resources > Marketing > Marketing Solutions Helpdesk

Custom Xpress Print Information and Resources

mailto:[email protected]

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.

Custom Xpress: Take Your Marketing to the Next Level.

Documents

Transcript of Custom Xpress: Take Your Marketing to the Next Level.