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8 simple rules for e-mail marketing

Hyperlocal content, timing among keys to lead generation

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Recent research suggests that only 1 percent of all transactions originate from social media. If you're not getting the results you want, it may be time to visit that old standby: e-mail. If you want to achieve a maximum return from your marketing efforts, an integrated approach employing various media channels is the way to go. With all the emphasis on social media, many agents have forgotten how powerful a well-constructed e-mail marketing program can be.In fact, most people over 40 still use e-mail as their primary means of business communication. Moreover, e-mail newsletters are still one of the best ways to stay in regular contact with your clients, as well being a tool for generating and converting more leads. During the WordPress session at the Real Estate Connect conference in San Francisco last month, Steve O'Neill, director of consumer engagement for, described how he uses e-mail in his business. When someone signs up for his e-mail newsletter, he immed...