In the News
An Inside Look at Marketing Strategy
May 18 2011
An Inside Look at Marketing Strategy
Megan Scarborough, director of corporate communications for Mandrien Consulting Group, said marketing today begins and ends with your company website — it must be user friendly, flexible and informative. She advised agents to “treat it like the front door and official headquarters of your company.” Once you have a great website in place, you can start pushing out marketing to draw new customers.

The next step is email. Email marketing can take a lot of refining and tinkering, but its cost-effective approach is hard to beat, and after crafting a great website, it?s the best way “to push out any content you are creating and remind people that you exist,” according to Scarborough.

“I think you can have a lot of success with selling things that genuinely appeal to people through email, but it?s a lot more difficult to do at a B to B company,” she said. “B to C can be easier, like with a sale that ends in 24 hours. It?s a trickier line to toe with B to B.”

It's hard to pinpoint a good open rate, as results depend on a variety of variables, according to Scarborough, who said the true measurement of email marketing is seeing an increase in open rates over time. In general, though, Mandrien sees a 10 percent clickthrough on the low-end of email marketing performance and 20 percent on the high end. However, a supertargeted email with great content could see a 30 to 60 percent clickthrough return.

Scarborough recommended doing the following to enhance the effectiveness of your email marketing efforts:

  • There's no hard and fast rule on when to send out email blasts, especially when taking market and client demographics into consideration. Scarborough, for example, found that 8:30 a.m. works really well for their team at Mandrien. Generally, Tuesday morning or Wednesday afternoon are good times, and Monday morning can be rough.
  • Get with a service that provides “A/B testing,” so that you can send out two different emails in each blast — with different subject headings, send times, content, etc. — in order to discover what style works best for your audience and gets them to clickthrough.
  • Make sure your emails sound like they are coming from a person and not a robot. “We?ll include links to whatever blog articles are new, but we'll also have a letter that comes from us that engages people with a more personal tone,” she said.
  • It helps to have a subject that?s specific about the content that isn't too promotional.
  • Be sure to use emails to remind clients and customers about upcoming events, webinars or a conference you are speaking at. Putting a date in there gives people a sense of urgency and that can increase the open rate.
  • Do not buy lists of email addresses. Scarborough characterized that effort as “worthless.” Concentrate on making it easy for clients to submit their email address to you. “A lot of people have success with putting a little box on their website where people can punch in their email address and be subscribed to an email newsletter,” she said. “If people are already on your site poking around, you've already got that foot in the door with them.”
  • Never have anyone on your list who doesn't want to be there. It's much better to have a small list of people who want the email than a giant list of people who delete it or mark as spam.

An excerpt from the “Voice of the Title Agent”special report published by October Research.
The full report can be found at www.octoberstore.com