Developer eDM’s provide the opportunity to promote developments, land releases and new builds via email to a qualified database of REA members.
Our eDMs are designed to:
- Increase exposure and build brand presence
- Drive leads
- Drive traffic through to website with Calls to Action
This best practice guide is intended to highlight the proven strategies and content we know works well for our audience. We don’t want all eDMs to look the same, but we do know that there are certain aspects and level of detail that lead to stronger performing eDMs. We have highlighted these best practices in our Guidelines section below.
Best Practice for eDM’s:
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Light and Bright Images
Well-lit renders draw the eye to the creative and will best showcase the development. A mix of internal and external renders (when available) and different shot orientations give our audience variety and better showcase the offering.
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Clean and Clear
Ensure you use images that are high resolution and high quality.
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Include Location
Location, Location, Location! This is essential and needs to be included in the ad copy. Our audience needs to know where the development is located, or its proximity to specific landmarks such as train stations, hospitals, shopping centres.
- Reflect Price Point
Another essential that needs to be included in the ad copy. Starting from price points work well and provide an additional level of detail in the body of the eDM to further entice clickthrough.
- Match the feel to the landing page
Ultimately it is the content in the eDM that will result in clickthrough. Matching the feel of the eDM to the landing page ensures the messaging is consistent and more effective. Matching the user expectation through consistency assists in conversion.
See more tips in our Resources for creating eDM’s section:
- https://developmenthub.realestate.com.au/tools-guides/solus-edm-best-practice-guidelines/
- Solus, HypereDM examples can also be found here - https://www.developersites.com.au/creative-examples/edms.html#
If you have any questions or need any additional detail on any of the points below, please reach out directly to your Account Partner, Digital Campaign Manager or eDM Specialist at realestate.com.au.