The short answer
Most small businesses send email in bursts, then go quiet for months. A calendar fixes that. Pick a rhythm you can keep (once or twice a month is plenty), give each month a theme, draft the first quarter in one sitting and schedule the rest as you go. The whole plan fits in an afternoon.
Why a steady rhythm beats more email
People want to hear from businesses they like, just not too often. In a Mailchimp and Ascend2 survey of 6,000 consumers, most said they don't want more than two emails or texts from a brand per week, and 68% named too many messages as the top reason they unsubscribe (MarketingProfs).
For a property or service business, one or two useful emails a month stays well inside that line. The goal is to be the name people remember when they need a repair, a renewal or a referral.
Before you start
- Know who's on the list. Current residents, past customers and prospects need different emails. Start with the group you email most.
- Pick one tool you already have: your property management software, CRM or email platform.
- Block three hours. One to plan the year, two to draft the first three emails.
The afternoon, step by step
- Set the rhythm. Choose a day and a frequency you can keep for a year, such as the first Tuesday of every month.
- List your fixed dates. Renewals, rent increases, seasonal services, holidays, community events and your own busy and slow seasons.
- Give each month a theme using the table below as a starting point.
- Write one-line ideas for every send. Just a subject line and the single thing you want the reader to do.
- Draft the first quarter now, while the plan is fresh. Schedule them in your tool.
- Put a 30-minute block on your calendar each month to draft and schedule the next one.
Twelve months of themes
| Month | Multifamily and property management | Home and professional services |
|---|
| January | New-year community calendar, winter safety tips | Year-ahead planning, book early for spring |
| February | Renewal reminders for spring move-outs | Winter maintenance checklist |
| March | Spring cleaning and maintenance request reminders | Spring tune-ups and seasonal booking |
| April | Resident appreciation event | Customer stories and before-and-after photos |
| May | Summer move season: referral program | Outdoor and summer services |
| June | Pool, amenity and summer hours | Mid-year check-in with past customers |
| July | Heat and water-saving tips | Ask for reviews from spring and summer jobs |
| August | Back-to-school and quiet hours reminders | Fall booking opens |
| September | Fall maintenance: filters, smoke detectors | Fall checklist and safety tips |
| October | Community events and resident survey | Pre-winter prep and scheduling |
| November | Thank-you note and holiday office hours | Holiday hours and gratitude |
| December | Year in review and winter reminders | Year in review and booking for January |
Write emails people open
- One email, one job. Ask the reader to do a single thing: book, reply, renew, refer.
- Write the subject line as plain information. "Pool opens Saturday" beats a clever line nobody understands.
- Keep it short. A few sentences and one link or button.
- Send from a person's name at your business, and let replies reach a real inbox.
- Measure clicks and replies more than opens. Mailchimp warns that Apple's privacy changes can affect the accuracy of open rates (Mailchimp).
Stay on the right side of CAN-SPAM
Marketing emails in the US fall under the CAN-SPAM Act. The FTC's guide lists the basics (FTC):
- Accurate "from" and reply-to information that identifies your business.
- A subject line that reflects what's in the email.
- A clear disclosure when the message is an advertisement.
- Your valid physical postal address.
- A clear way to opt out, honored within 10 business days.
- You stay responsible even if a vendor or agency sends for you.
Resident notices about their lease or account are a different category from marketing. If you're unsure which a message is, check with your counsel.
How YesOneOne helps
A good email gets replies and calls. YesOneOne makes sure they're answered. Leigh picks up leasing calls the moment they ring and follows up with prospects by phone and text. Emma answers for home and professional services and books the visit. Your calendar keeps people thinking of you, and every response gets a next step.
See how YesOneOne answers the calls your emails bring in.
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