Email marketing

Creating a Winning Strategy for Email Marketing

Email marketingReal estate agents need to be aware that email marketing remains an extremely effective approach for reeling in new leads. While your regular email newsletter may reach out to hundreds of your current and former customers, you need to think about whether it is effective at generating leads for you.

People literally receive dozens of similar email newsletters by email every day, so you need to come up with an innovative form of email marketing to make certain your message stands out from the rest. Here are some basic tips, and if you aren’t proactively doing these things, you may need to look at your strategy again.

In order to get the attention of your audience, you should find out what your clients want to know. Your newsletter needs a strategy, so it needs to reflect your brand much like it is represented in social media, signboards and any other kinds of advertising. To be more effective, you need to make certain that your newsletter is aimed at those who are within your target market Usually, these are people who are selling property, so you need to determine the interests of people who are selling property in your general area.

Content is extremely important. It should be viewed as king, so you need to match it up with those who are in your core demographic. Survey those who are your most loyal clients so you can get an idea of where to start. Brainstorm using the FAQs that vendors tend to ask your colleagues. Doing this, you can determine what information seems to interest them the most. Check out our 32 Engaging Real Estate Newsletter Content Ideas for more inspiration.

Now you need to determine any additional audiences, such as property buyers. Dig deep into the thoughts and needs of the buyer. What kinds of questions are asked at open houses and during the buying and negotiation process? You may find sending regular updates to those buyers you meet at open houses can open new doors.

Now you need to consider what kind of content that your former clients, as well as possible future clients, will want to receive when they really aren’t in the market to sell or buy real estate. Topics may include current real estate values, investing in real estate, gardening tips, decorating advice and even information about renting.

Email Marketing Tips for Real Estate agents:

  • Make your emails personal by sending them from you rather than your agency.
  • To add more of a personal touch, include the first name of the subscriber at the top but not within the email.
  • Make catchy subjects to get the subscribers interested.
  • Be creative and don’t be afraid to include some personality to make your emails fun as well as informative.
  • And encourage subscribers to keep in touch by adding contact information and your social media details to every email you send.

Make it Sophisticated

When you choose an email marketing system, you need to get one that matches your level of sophistication. iDashboard provides you with a variety of marketing features while you also get insights into your subscriber’s reading habits. You will know how many people opened your emails as well as how many clicked website links to your website through the email. By doing this, you can segment your audience so you will know what content is more valuable so you can send the right kind of content based on property ownership status and based whether or not the recipient owns property.

The average opening rate for emails is 20% to 40%, according to email marketing experts. If you see your open rate falling below the average totals, you may want to venture out to do some testing so you can see what you need to do to improve your numbers. Try different subject lines, try sending out your emails on different days, even vary the times of the day and see if your open rate improves. You can even try rearranging your content in the message to see if that impacts your results. You may even swap out images or include editorials.

Make Your Email Worth the Reader’s Time

Everyone’s time is valuable. You don’t want to waste your time on something that has no value at all to you. Think about yourself. Why do you click on an email? Is it the subject line? Is there a special promotion? Do you enjoy the images or the tips?

Remember all of your subscribers are like you and they won’t waste their time if they aren’t going to get something of value from your emails. Make your email appealing, interesting and valuable. Always have a great introduction that speaks directly to them and blow them away with great content! When it is relevant, give away a special offer or special information in the subject line. Your newsletter should be about the reader, not about you. But you must include a call to action at each email’s conclusion.

Monitor Your Unsubscribe Rates

When customers unsubscribe, it may also be a symptom of something you’re not doing quite right. High unsubscribe rates provide you with an opportunity to evaluate what you’re doing and potentially tweak it. Are you sending emails too frequently? Is your content valuable?

If you’re losing email subscribers, there could be a number of reasons why. You might be making some major mistakes or minor ones that just need tweaked, but there’s no way of knowing unless you assess your emails to understand the true value of your unsubscribe rate.

In order to understand the true value of your unsubscribe rate, you first need to understand what the rate is actually telling you. Once you do that, you can create sharper and more effective emails.

If you’re looking for a system to successfully manage your emails and database, look no further than iDashboard.

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