Media and communication trends are growing by the minute and it’s affecting how people expect to receive information – quick and efficient. Consumers don’t want to be bombarded with too much information, just enough to make a decision on whether they would buy-in to the messages that brands and media are sending out. For apartment residents, the same mindset carries over to how they perceive multifamily email notifications.
In a lot of ways, email remains the dominant channel. And if the email content displays responsive to a mobile device; even better. No more fliers on residents’ doors; save your time and money. Contact residents using a medium they rely on most for their on-the-go lifestyles. But with all of the messages consumers receive in one day, advertisements or emails, you want your messages to be the ones they remember. And not just remember, but that will add a positive perception of your property and site staff. When you can provide residents with positive interactions and experiences with your property, their beliefs and opinions change, they’ll be more likely to renew their lease and then provide you with referrals. Win-win.
Here are 7 crucial components of effective multifamily email marketing:
Catchy: 35% of email recipients open an email based on the subject line. You have 3 seconds to grab the recipient’s attention amongst all of their other messages in their inbox. Use buzz words and incentives to encourage more opens.
Compelling: Pictures set the tone for your message. Place an image at the top of your message that will entice readers to scroll down to read what you have to say. You may want to invest in stock images or hire a professional photographer to provide you with attractive and lively images of people and your property.
Clean: Be easy on the reader’s eyes and avoid clutter. Keep different font colors and typefaces to a minimum of 3 or less. Your message will appear more professional and worth reading if it’s kept simple.
Concise: Quick and efficient is the key to your messaging. Think of what you would want to read and know in a message. But keep your audiences’ needs in mind and give them a sense of thoughtfulness on your part. Start with a simple greeting and then get straight to the point.
Call to Action: Always provide a link for the reader to get more information in the first half of your message. Consumers, especially younger audiences, are responding positively to social media links and videos. So whether it’s a link to an apartment community website, Facebook page, an industry article, blog post, or even a fun seasonal YouTube video, give them the option to build curiosity in your message. And if you create a Facebook event, lead all email and website traffic for that event to the event link. You’ll also be able gauge your recipient’s interest in your message by generating reports on the number of clicks in each message.
Cohesive: According to a 2012 study by InsightExpress, it takes three instances of exposure for a consumer to buy a product on average. Same rule applies to your messaging at your property. And when communication is spread over the course of a month, responsiveness increases. Plan your messaging so you provide enough exposure time and are not blasting 10 last minute emails 24 hours before an event or maintenance alert. Images, event titles, links, and messaging need to be consistent in order for readers to recognize and act.
Check: We all make typos in our text messages, but don’t let the same mistake happen to emails to your prospects or residents. Have a co-worker or two review your message to verify the links work, there are no typos, the messaging is clear and concise, and the word choice is interesting and informative. Then take an extra bit of time and send a test message to again check the mentioned components.
These tips can be used for an event invite, sending prospects additional information about your property, providing a move-in checklist for new residents, referral contests, maintenance alerts, or online lease renewal reminders. Whatever your message may be, consider your audience and their time. Provide them with positive interactions and experiences so that they come to trust your site staff and are confident referring their friends to your property.