In real estate, email marketing is increasingly important to keep in touch and stay top of mind with your leads and customers. However, as people are getting bombarded with more and more emails on a daily basis, they are coming up with smart ways to block the majority of those messages out. Sound familiar? I know for me, it does.
Don’t become the white noise in your contacts’ inboxes. We’ve got 7 email hacks for you that can help you better reach your contacts, and be that guiding hand that turns them to customers.
It might seem obvious, but the first and most important email hack is to use a marketing automation software to segment your audience automate your messages. This way, you can set up your newsletters and other important information on drip campaigns to send them to exactly the right contacts, at the right times. You can even use email marketing automation to send emails based on a contact’s behavior.
A few popular email marketing platforms include:
Standing out amongst the sea of generic spam that is likely filling your contacts’ inboxes is tricky. Getting a little personal can help! Start by speaking to your contacts, and speaking their language.
I’ll admit it, I habitually ignore emails. (I’m talking 5,000+ unread emails in my inbox.) But, the ones that I do open have a few things in common:
My last two points are the results of marketing magic known as personalization tokens. Personalization tokens — for your name, your contact’s name, their company, etc. — can be used in a variety of ways to make your messages seem less robotic or spammy.
Take the subject line, for instance. Human beings love to hear their own name. Putting a personalization token for a contact’s first name into your email subject line, and again in the salutation, helps you connect with them on a more human level. Campaign Monitor even notes that emails with personalized subject lines are 26% more likely to be opened. Go get started making your contacts feel special!
Where personalization tokens help you speak to your contacts, swipe files help you speak their language. You can keep copies of conversations with your contacts in a swipe file, and use their words as inspiration for your future content and email messages. This allows you to sprinkle their language over your own messaging, and serve up content that your contacts feel is actually written for them.
Research has found that short email subject lines, specifically 30 characters or less, yield the best open rates. Try A/B testing your subject lines as well with different lengths and word combinations to see what gets you the best results. Most marketing automation platforms allow you to do this, depending on your subscription.
You know that you can send out your retargeting ads to users who take action on your sites. But, did you know you can also trigger automated email events based on those actions? For example, you could set up your email marketing to send out a specific email when someone views a listing or favorites a property search. On the Boston Logic platform, this is achieved through Smart Lists.
Let no space be wasted!
Your email signature is a great place to include (along with your contact info) a link to your website, your social media accounts and your blog. This helps drive traffic to all of the sites where you have a presence, and allows your contacts to get to know you in a more personal setting.
Some other things you may want to include in the footer of your email are:
Don’t forget to make it stand out with a decent font size. You don’t want your contacts to overlook this information because they have to squint to read it.
I know, this sounds weird, wrong even.
It’s drilled into our minds that email lists are the lifeblood for any business. And, we all get a little pang of anxiety when a contact unsubscribes, it’s normal. But trust me, I’m not crazy — this email hack has been labeled “genius “ by many a marketer.
So why would you unsubscribe your precious contacts?
It all goes back to making them feel like their needs and wants are heard. Plain and simple, this tactic is considerate; it shows you care. Send a simple email explaining that you have done this, and why, along with the option to re-subscribe. This gesture leaves your customers with a good impression and builds confidence and trust in your brand.
So how do you know how your email marketing is working?
There are a number of metrics to track that can give you a snapshot of your performance. This helps you adjust and improve your strategy for the future.
You want to evaluate your email metrics monthly or quarterly, using an analytics tool like Google, or your platform’s native offering. Look for data like:
Start by using benchmark data, if you have it, and continue to set realistic goals that you want to achieve for your email metrics each time you evaluate them!
Don’t give up! The worst thing you can do is quit too early. Be patient with your email marketing — give yourself time to start using hacks, and measure and adjust your strategies. It’s part time, part effort, but it’s worth it in the end!