Best Use of Landing Pages with Email Campaign?

[Kingalan1]

I have researched an extensive prospect list of several thousand companies and plan on sending them promotional emails. The service is commercial real estate brokerage for companies seeking office space in New York City. Our list has been very carefully researched. We have the contact names, email addresses, social media profiles or key decision makers. We have researched building by building. So for example I would email tenants in The Chrysler Building to alert them of a new space.

What would be the best way to integrate this email with my website? For example,  would it make sense to place photos of particular listings on the email but have the visitor need to click to the site to get details? The objective being to get the recipient to the site and track their engagement so I can assess their potential value. We are using a contact management system called Zoho CRM and Zoho Campaigns, allowing me to track the actions of visitors. Zoho CRM allows me to identify the name of visitors assuming the are reaching our URL from a contact listed in our Zoho contact database.

I will probably test sending emails by building, by industry and by company size.

Does anyone have experience setting up B+B email campaigns? Any ideas as to how I can set this up in an effective manner?

Thanks,
Alan

[TheSymmetran]

Here is what I would do if I were you:

Keep your email effective, do not combine a crazy amount of properties there, make sure you curate it and send perhaps multiple rounds of emails with different content to different people, if you can narrow down interest in area and type of buildings further.

Then make sure each property has a unique landing page that actually has a call to action on it, ensure it is mobile friendly. engagement is one thing, being able to get them to take an action further after getting the details is another. You want to do both and measure both.

think psychology of these prospects and match to their building for refining and curating the entire property set for them. Put yourself in their shoes, look at their current locations, look at their current competitors locations, think their brand identities, and try to match them up with the right property and area of town. wholesaling this stuff, economy of scale, do not apply to this method of marketing in so many ways. Targeting does. People do. Knowing the people does. Best of luck!