Download Product Instructions - Email Marketing Templates

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Thank You!
Thank you for your purchase! I hope you find these templates useful as you launch an email marketing strategy for
your property management company.
I first envisioned an email marketing system for property managers after I began working at Infusionsoft, a
marketing automation company in Chandler, Arizona, in May 2008. Prior to accepting a position as a marketing
consultant for Infusionsoft, I spent 4 years helping professional property managers implement software to market
vacancies online, create company websites, and post online statements. As I learned Infusionsoft and the online
marketing strategies behind it, I started dreaming of ways I could use that knowledge to help property managers –
and the idea for this product was firmly planted in my mind. I created outlines for the products, and even began
writing some copy, but it wasn’t time to produce and sell them yet.
In 2009, while still at Infusionsoft, I began working with Jean Storms of LandlordSource. We launched a “managed
for you” newsletter service for property managers. This service combined Jean’s skill at writing newsletter articles
with my design and technology expertise…Property Management Newsletters (pmnewsletters.com) was born. This
product makes it easy for property managers to distribute email or web page newsletters, because they don’t have
to 1) purchase and learn a software system, 2) design a newsletter, or 3) write any articles (unless they want to).
I’ve truly enjoyed providing this service to property management professionals over the years.
Now, as Marketing Director for LandlordSource, I develop and manage online marketing strategies. My
responsibilities include web design / admin, email marketing campaign strategy and implementation, social media
marketing, PPC advertising, copywriting, blogging, shopping cart integration, CRM database management, and
more. I get to do 2 of the things I love best: communicate and tinker with technology. The Internet has opened the
door to affordable, effective, and fun marketing avenues for small businesses. I enjoy working closely with Jean to
grow LandlordSource.
Lately we’ve seen more property managers becoming interested in email marketing. Some have contacted us
directly to ask for custom email marketing content or templates. The technology that powers email marketing has
also become easier to use, making it more attractive to “non-techie” business owners. The time had come to
complete these email templates and make them available to you. We wish you much success with your purchase please let me know how these templates help you market your business!
Thank you again!
Dee Allomong
Marketing Director, LandlordSource
[email protected]
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
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Product Use Information
The Email Marketing Templates are for sale to parties who wish to customize and implement them for their
specific use. The products are for use in offices owned and/or operated by the purchaser.
This grants permission to the purchaser to update and modify their products as needed for their company use.
All material sold to the purchaser will remain proprietary to the author, Dee Allomong, and is under copyright of
the author, Dee Allomong.
The products are for the purchaser’s use only. They are not for distribution or sale by the purchaser to any other
party to use. The products are for the exclusive use of the purchaser, its principals, and employees. The purchaser
is NOT to distribute or share this material to other companies or persons without the express written permission of
the author, Dee Allomong. Only the author, Dee Allomong, Let’s Talk Property Management, and LandlordSource
has the right to sell and distribute their products directly to other parties.
There is no representation of any kind or character regarding the legality of the templates; they are “working
examples” to be customized in Real Estate and/or Property Management businesses. The author, Dee Allomong,
strongly recommends that the purchaser of any of their products have an attorney, knowledgeable in real estate
and/or property management law, review any material used in the documents to insure that it meets city, county,
regional, state and federal laws where your company is located.
If the purchaser uses any part of, or an entire Email Marketing Template product, the purchaser agrees to defend
and hold the author, Dee Allomong, Let’s Talk Property Management, and/or LandlordSource harmless from any,
and all, claims arising out of the use of this material. This is regardless of any persons or entities that make a claim
or file a suit against the author, Dee Allomong, Let’s Talk Property Management, and/or LandlordSource, their
principals, personnel, or assigns.
This product makes no recommendations on fees of any kind. Any references to fees are strictly for example. It is
the responsibility of the purchaser to set any fees in their business.
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
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Product Instructions: Email Marketing Templates for Property Managers
Created by Dee Allomong
If you don’t have experience with email marketing strategies and technology, some of the language used in these
product instructions might be confusing and unfamiliar. I’ve provided the following definitions to help you
understand the instructions better. However, please note that even the marketing software companies use these
terms inconsistently. The visual examples should help you communicate your needs with the software companies
to make sure you choose a system that works.
SPAM
SPAM is unwanted email. This is tough to define specifically, because email recipients determine which of the emails they receive are
SPAM. However, trends show that recipients generally mark email as SPAM when they did not request it (unsolicited), they aren’t
interested in it (irrelevant), or they get too many from the same company.
CAN SPAM Act
This is a Federal act that set some limits on email marketing when SPAM problems got out of hand. The FTC will impose fines on
businesses that fail to meet their email marketing regulations. In most cases, email marketing software providers will have additional
regulations that are even stricter than the governments. This is how they protect their service reputation and provide better
deliverability for all of their customers.
Content
The content is the actual information you put into a marketing piece – it’s the message. It can include stories, testimonials, lessons,
quotes, articles, etc.
Sequence
A sequence is a series of marketing messages scheduled to go out on a pre-defined schedule. Sequences are building blocks for bigger
marketing campaigns. A simple campaign might have a single sequence; a complex one may have many. A sequence generally has a
single focus (e.g. to educate, to sell, to build relationship, to recruit) and each message in that sequence is designed to get the
recipient to take a specific action (e.g. request a consultation). Once the recipient takes action, the messaging in the sequence may
no longer be relevant and therefore should be stopped.
Autoresponder
An autoresponder is an email message that is sent automatically. In many cases, this is a one-time message (like a vacation or out of
office message you might set up in your current email program). However, some email marketing companies use the term
autoresponder to describe a multi-step, scheduled marketing sequence (e.g. AWeber and Benchmark Email).
Marketing Automation
The term marketing automation generally refers to a series of multi-step, scheduled marketing sequences that are triggered
automatically. It can refer to simple marketing sequences as well as complex behavioral based sequences that change automatically
as a prospect or customer interacts with the marketing content.
Campaign
A campaign is a marketing strategy that has a particular goal. The individual tactics used within a campaign can range from a oneoff broadcast email to a complex multi-channel, interactive series of marketing messages. Some companies use the term campaign
to describe multi-step, scheduled email marketing sequence (e.g Active Campaign).
CRM
Customer Relationship Management software is a database that stores information about your contacts. It can store basic
information (e.g. phone, address, email, etc.) or it can also store relevant behavioral information (e.g web page visits, link clicks,
survey responses, etc.). The information stored in the database is used to understand trends, segment contacts so you can send
relevant marketing, and create reports.
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
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Choosing a System
This product is designed to be delivered by an online email marketing software system, like the examples listed
below. The system automatically schedules and delivers the emails based on a pre-defined strategy. The
LandlordSource product is a CONTENT package only – you must purchase the software separately. You will copy
and paste this content into an email marketing system to send it.
The email marketing (marketing automation) system must meet the following qualifications to be effective:
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Email marketing capabilities
Web form creation and integration with your company website
Drip marketing campaign creation where each individual goes through a series of scheduled messages
that are sent automatically based on when the contact enters a marketing campaign –often called
marketing automation or autoresponders.
Recommended: a CRM component for storing contact data, segmenting contacts, and tracking results
across multiple campaigns – a good CRM (Customer Relationship Management) system will add value
beyond your marketing efforts.
Below are examples of marketing software systems that may work for you. The list below is to help you get
started with your own evaluation. We are not intimately familiar with all of the following systems – you are
responsible for thorough evaluation and selection.
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Infusionsoft (CRM, email marketing, marketing automation) – Essentials Package will do
AWeber (email marketing, autoresponders, no built-in CRM) – Pricing based on list size
Active Campaign (email marketing, automated series / campaigns, extremely limited CRM) – Pricing based
on list size or email volume
Benchmark Email (email marketing, autoresponders, no CRM) – Pricing based on list size or email volume
Constant Contact (email marketing, autoresponders, no CRM) – Pricing based on number of contacts.
Loopfuse (email marketing, marketing automation, no built-in CRM) – Pricing based on list size
Tailored Mail (email marketing, marketing automation, no built-in CRM) – Automation Package is
required for email drip / lead automation
Office Autopilot (CRM, email marketing, marketing automation) – Pricing based on list size
These email marketing templates are NOT intended for use with a system that only sends broadcast emails.
Broadcast systems send a list of people the same information at the same time (e.g. an email newsletter) or send a
single response email after someone signs up for something You need a system that delivers multiple messages
over a specified period of time so you can automate the messaging process.
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
5
Here is a visual example of how one of the marketing campaigns looks in Infusionsoft, the system we use at
LandlordSource.
Here is a visual example of an abbreviated Infusionsoft marketing sequence. It is built using a series of timers and
email messages.
If you want to automate delivery of these email messages and have tracking capability, you need a marketing
automation system, like the ones described above.
Other uses of these marketing templates may include:
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Content ideas for blogs, newsletters, etc.
Copy snippets for other marketing pieces, such as brochures, letters, postcards, etc.
Manual email delivery – while it is not ideal, you can deliver these messages manually through an email
client (e.g. Outlook). However, with enough volume it becomes difficult to track the individualized
delivery schedule so that each contact receives the right marketing piece at the right time. I really don’t
recommend this, but it is not impossible.
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
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Customizing the Email Templates
The email templates are completely customizable. The areas that require customization are highlighted in yellow.
However, you can customize any part of any email. We strongly recommend you read ALL of the emails thoroughly
and edit them before adding them to your email marketing system. After you review and edit them, you will COPY
and PASTE them into an email marketing system.
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Use the Find & Replace function in Microsoft Word® to customize repetitive information (e.g. <Your
Company Name>).
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Remove the yellow highlighting after you finish editing the content.
1. Select the text you want to remove highlighting from, or press CTRL+A to select all of the text in
the document.
2. On the Formatting toolbar, click the arrow next to Highlight Button image, and then click None.
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Use the merge field capabilities of your marketing automation / email marketing system to personalize
emails for each prospect or client (e.g. <Contact First Name>). If your email system does not have the
ability to personalize emails, remove the greeting portion of the email template.
We have provided examples and suggestions throughout the email templates. You must review each one
to make sure it applies to your business. This is a manual process – there are no shortcuts.
If you use these templates in a different format (e.g. Microsoft Word®), make sure you edit the FOOTER as
well as the content.
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Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong
7
The CAN SPAM Act – Email Marketing Requires Permission
Email marketing requires permission. It is governed by the federal government. You can read more in the FTC CAN
SPAM Act Compliance Guide (http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guidebusiness).
What this means for you (in short form):
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Do NOT send automated marketing emails to purchased lists from lead generation sources, like
allpropertymanagement.com or managemyproperty.com. Instead, contact the leads personally and offer
them the free information (e.g. 12 Steps to Maximizing Rental Income and Minimizing Risks).
Get permission to email website visitors / prospects by inviting them to fill out a web form. The marketing
automation systems have web form capabilities and your website administrator can help you integrate
the form(s) with your site.
Get permission from existing owners and tenants when they sign the management agreement or lease.
Include a paper form to request and document permission to send email marketing, such as the
marketing templates you have purchased and email newsletters. (See LandlordSource to purchase
landlord or tenant newsletter articles)
Send the confirmation email to prospects before you send any marketing messages. There is a
confirmation email included in each set of templates.
Remove people from email marketing campaigns promptly. The marketing automation software providers
will have unsubscribe links for automating the “remove” process. If you get personal requests from
prospects or clientele – respond to them promptly.
Getting Help
LandlordSource does not provide software setup assistance or consultation for this product. We only supply the
marketing content to help you set up email campaigns faster – you don’t have to think of or write the emails, you
just need to add them to your marketing system.
We are not experts in all marketing software systems. If you need additional assistance, your software provider
may provide setup, consulting, or training services. Please contact them directly to ask for help.
We value your feedback. Please send an email to [email protected] to let us know more about your
experience with the software provider you choose. This will help us expand our list of marketing software
providers and remove any that don’t meet our customers’ expectations.
Product Instructions: Email Marketing Templates
Created by Dee Allomong, Marketing Consultant
© Dee Allomong