Time and time again have various marketers claimed email marketing to be dead.
But what if I told you that it’s one of the most effective marketing tactics to date?
Without email marketing, chances are that your entire digital marketing strategy might turn to waste.
The thing about the real estate industry is that it’s dynamic with trends shifting as various advanced marketing as well as tracking technologies come to play.
And if you want your digital marketing strategy to succeed, you shouldn’t ever think of omitting email marketing out of it.
But the thing is about email marketing is that it’s not as easy as it sounds.
If you want to achieve success, you need to do it right.
And that’s exactly what I am here to help you with.
In this blog post, we will take a look at the top email marketing practices that will help you take your marketing efforts to the next level.
Let’s not waste further time and get on it straight away.
Top Email Marketing Practices Real Estate Professionals Should Know About
Here’s a list of the points we’ll be taking a look at:
- Begin with an actionable welcome
- Begin With A Compelling Subject Line
- A/B Test The Different Subject Lines & CTAs
- Add Value
- Include An Email Signature
- Personalize Your Emails
- Email Link Tagging
1: Begin With A Welcome Email
First impression matters.
And that’s exactly why you should never fail to send out a welcome email to your audience.
It’s one of the most effective ways to introduce both warm as well as cold leads to your real estate services.
A welcome email will be all about thanking your subscribers to opt-in as well as giving them 2 vital pieces of information:
- The Kinds Of Emails They Should Expect From You Moving Forward
- How You Will Add Value To Their Lives
The real estate industry is filled with tons of realtors out there.
And that’s exactly why you should let your prospects, as well as already existing clients, know what makes you unique and how you’ll be adding value to their lives.
Don’t forget to add in a clear and compelling CTA (call to action), insisting them schedule a call or meeting with you as well as connect on social media platforms.
2: Write Compelling Subject Lines
A subject line will make all the difference.
And if it’s not compelling as well as concise, your audience wouldn’t even mind taking a look at what’s inside.
A good subject line ranges anywhere between 30 and 50 characters.
That includes the spaces as well.
If your subject line goes beyond that limit, mobile devices as well as email devices might cut it off.
You should make sure that your email subject line creates a sense of urgency.
Alongside this, it should even display the subject you will be covering in the email as well as how you will be adding value to their lives.
That’s the only way you will be able to crack the secret to high open rates.
3: A/B Test The Different Subject Lines & CTAs
If there’s a problem with your email’s open as well as click-through rates, then you are doing something wrong.
But what IF:
You are emailing the wrong people?
The content of your email sucks?
the Call-To-Action isn’t clear and compelling?
So, what’s the solution here?
You need to conduct A/B tests.
Often regarded as split tests, A/B tests will help you improve almost all of your digital marketing content.
In the case of email marketing, your recipients will be split into two categories:
- Group A, who receive the normal newsletter
- Group B, who receive the newsletter with a certain variation
This variation will help you understand whether your audience would have taken action if the newsletter was slightly different.
And the same should be the case with Call-To-Action.
Most CRMs and email automation platforms have an A/B testing feature which makes it very easy to create tests and gather data on it.
4: Add Value
You need to position yourself as an expert in your local market.
That’s the only way you will be able to attract a wide range of clients towards your business.
And that’s exactly why it’s time you started focusing on adding them value with the help of newsletters consisting of relevant as well as helpful information.
That’s not it.
These newsletters will even help you stay at the top of the mind of your prospects.
Alongside this, you will even be able to stay in touch with your already-existing customers and retain them on a timely basis.
So, how should you get started?
Carry out thorough research.
Learn about the problems being faced by your target audience.
Provide them a solution to their problem.
That’s how you will be able to position yourself as an industry expert.
Make sure that your newsletters are short documents with content that’s highly-engaging and value-adding.
5: Include An Email Signature
It doesn’t matter whether you are sending an email on behalf of your company or yourself, you should always add an email signature.
If you don’t, then your audience will simply think of it as another one of those bulk forwarded emails and move on to something else.
And if you seriously want to connect with them, you should include an email signature.
That’s your ticket to attention.
6: Personalize Your Emails
As we took a look above, people just hate those bulk forwarded emails sent to them by brands mindlessly.
And that’s something you should avoid.
You need to show your audience that you value them. And one of the most effective ways to do that is by interacting with them on a personal level.
And that’s what email personalization will help you with.
Instead of “Dear Member,” you should personalize the greeting of your email with the first name of your contact.
That’s how you will be winning the hearts of your clients and making them click-through.
To include personal touches efficiently you should keep your contacts in order, ideally store all of them in a CRM.
7: Email Link Tagging
All emails have a purpose, usually, we want people to click on a link and visit our website where we give them full information and want to take a desirable action.
For example, we send a list of homes with an attached link to visit a page with full information. If people are interested they can book an appointment with you.
Regardless of our ultimate goals our open and click-through rates in emails are only half of the user journey.
We want to know how people interact with the website after clicking on links.
The question is: Which email drives traffic and actions to the website?
To track that we need to add UTM parameters to links.
I don’t want to go in-depth in this topic but for those who have an interest in it Here is a detailed article on what is UTM Parameters.
There are two ways how you can ingest UTM parameters:
- Use CRM settings, sometimes they have the capability of tagging separate links in emails
- Make it manually through UTM builders:
Use Google Analytics to see people’s behaviour on a website after they clicked on links in your emails.
Email marketing’s one of the oldest and most effective digital marketing tactics out there.
And if you do it right, you will be able to attract a wide range of clients towards your business.
Apply the above-mentioned practices to your email marketing strategy and soon, you will witness your open and click-through rates climbing to the top.