I have a confession. I only heard of Flowtown today. And it’s got me excited in a kind of “I know there’s something here but I’m not sure what” way.

Here’s a video that explains what it is and does. I think there’s some exciting ways agents will use it to craft highly targeted, relevant emails to their prospects and clients. I’m going to experiment with it and will let you know what I discover.

Done well email marketing is an efficient and effective marketing tool. It can help build a brand and generate sales. But there are guidelines. If followed they will make an email campaign far more effective.

According to Max Kalehoff email remains “the default social network”. As a result he recommends following these four principles. They’ll help increase email readership and campaign effectiveness.

1. Treat email addresses like people. Why? Because there are people on the other end. Respect their privacy and preferences the same way you would if you were sitting in the same room with them.
2. Ask for permission first. An email address, alone, is not permission to market to someone. An email address is a channel with which to market to someone — only after you’ve secured permission.
3. Make opt-out easy, extremely easy. If you do market to people with email, it’s necessary to make opt-out easy. That means your opt-out links within emails and corresponding Web sites should be prominent, one-click and instant. It’s not o.k. to hide your opt-out links with gray text on white background, or require tedious click-throughs and confusing forms in order to opt out of an email marketing program. In fact, opt out should be easier than opt in.
4. Honor opt-outs…When recipients opt out, don’t keep their email activated in your marketing program. Deactivate requests for opt-out immediately. Don’t disturb means just that.

I know many agents who harvest email inquiries and promptly send out a weekly email of their latest listings. I suspect it’s not what the customer intended and that it’s doing more harm than good. What say you?

Email is a great way to build relationships. It’s cost effective and, done well, can result in lots of sales inquiry.

Here, then, are 25 ways to build a database of people keen to hear what you have to say.

1. Add an invitation to subscribe to your e-newsletter on your business cards.
2. And your open home brochures.
3. And your other personal promotion handouts.
4. Invite home open visitors to leave their email address…read the full story.