Frustrated With Poor Performance from Your Email Campaigns?
Learn 3 powerful keys to effective real estate email campaigns from this week's Guest Author, Matthew Collis who is the Marketing Manager at IXACT Contact Solutions Inc.
REALTORS® should leverage the power of email as one way to stay in touch with past clients and nurture the leads in their database. But not all real estate email marketing is created equal.
You need to have a good understanding of important best practices so your campaigns are effective and you’re achieving all of the goals you set out to reach.
Three Keys to Successful Real Estate Email:
1. Is the email targeted, relevant, and personalized?
Is your email relevant to those you’re sending it to? If you send an email about a specific topic to everyone in your real estate database, including those who would have no or little interest in it, then you’re not going to be successful.
You should have different emails targeted to the different groups within your database and then send each email to the relevant group(s). Examples of groups in your real estate contact management system can be A-List (those who give you the most referrals and repeat business), former colleagues, buyers currently renting, or book club.
As well, your emails need to be personalized so they sound like they were written just for each individual recipient, not for a group of people. When sending out your mass email, make sure to address everyone by name. Think about if your email should say “Dear Ron” or “Dear Mr. Smith” or “Hey Ron” – whichever you chose should reflect your personality and the type of relationship you have with your sphere. Another great way to add that extra personal touch is to insert mail merge fields within the body of your email so you can mention the person’s name throughout.
2. Is the email valuable and compelling to its recipients?
Be sure to answer the “What’s in it for me?” question; what do your recipients have to gain by reading your email? If your email is all about you and why you’re the best in the west, then you may be better off not sending it.
You don’t want your contacts not reading your emails, unsubscribing, or flagging them as junk. Because we get so much email on a daily basis, you need to make especially sure that the content is compelling, interesting, and valuable to those you’re sending it to. Examples of useful content can be an offer to get a free market report or home value consultation, a Just Listed e-Card about a new condo development to a group of buyer prospects interested in condos, or a professionally written and designed monthly real estate newsletter with helpful tips for homeowners.
3. Does the email have a strong call-to-action (CTA)?
Professional marketers have known for decades that a call-to-action is an essential ingredient to all good emails. A CTA is when you specify an action you’d like your readers to take, such as to call a specific number or click on a link to fill out a form. Clearly let people know at the end of your email what you’d like them to do and make it easy for them to do so. For example, if you’re sending out a Just Listed or Just Sold e-Flyer, at the end of your email ask people to call you at a specific number to get more information.
Successful emails that produce results are specially crafted with particular components and practices in mind. I hope that these tips will help you take advantage of email marketing in the right way and get some excellent results.
Matthew Collis is the Marketing Manager at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contact’s key sales and marketing programs, Matthew works with REALTORS® to help them achieve their real estate goals through effective contact management and relationship marketing. IXACT Contact is a web-based real estate contact management and marketing system that helps REALTORS® better manage and grow their business. The system includes powerful email marketing capabilities and a professionally designed and written monthly e-Newsletter.
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