If you are tired of unwanted digital ads and unsolicited email marketing, join the crowd. Most of us do not like having advertisements or information “pushed” at us.
The ideal marketing relationship between a customer or subscriber to a digital newsletter is “pull marketing” vs. push marketing”. Keep this in mind when you think of sending out your own luxury real estate e-newsletter.
Pull marketing is information with advertisements that is sent to you because you are asking for it. Sometime you ask for a “free report” and then you are bombarded forevermore with a daily, automatic “drip” campaign (as in Chinese Torture) chock full of unwanted information, products and services. Where is that Unsubscribe button?
Can you think of an e-newsletter that you actually look forward to receiving regularly? Here is an example of our favorite pull marketing e-newsletter from Santa Barbara Fish Market (pictured above).
Every week we discover what has recently been caught right off our coast or what has been flown in fresh from around the world. There are always weekly specials and great recipes.
We absolutely love to go down to our Harbor, breathe in the sea air, hear the sounds of the ocean and also pick up some seafood for dinner. Included is a recipe link for Black Cod with Swiss Chard, Olives, and Lemon, (pictured above).
Recently, we were thinking of going out for lunch and opted to purchase a couple of Maine lobster tails, instead. It may sound extravagant, but each tail was only $10 with our “members” discount of 10%. We made a delicious lobster salad for a fraction of the price of going to a restaurant for a delicacy like lobster salad with tax and tip.
Another “hook” that keeps us coming back is the “Fresh Catch Wish List”. We cannot wait to get our “wish fish”: Fresh Alaskan King Crab and lump crabmeat flown in from Louisiana. We are blissfully on the hook and we do not feel like we are “caught”.
The moral of the story is: get real with your luxury real estate email marketing. “Reel” us in with pull marketing!