I’m so tired of email marketing campaigns (ironic, of course, because you may have received this via email). I am far beyond questioning their effectiveness. While my own open rates are generally very high, I am tired of receiving these automated, generic, newsletter-type things that agents send to clients or to their own colleagues in an attempt to sell the new listing or provide information.
Here’s what the average agent’s morning probably looks like: Turn on computer. Wait for 50-100+ emails to load. Delete 95% without opening. Read and respond to about 5 percent or emails received. That deleted 95%—those are the drip campaigns from all sorts of real estate and non-real estate related individuals or companies for whom the agent, at one time of another, probably signed up to be on the list.
How to Build a Better Email Marketing Campaign
If agents are to continue to use drip campaigns for top-of-mind awareness, there must be a better way, a way to connect on a more meaningful level and not have your own drip campaign by part of the deleted 95 percent. Here are a few ways to improve upon your own email marketing campaign:
- Create your own Using Constant Contact, MailChimp, or another email marketing company, create your own campaign (instead of using the generic one that comes from with your CRM). Vary the subject matter and always provide some information of value. This will help you to keep your readers clicking and clicking.
- Use magnetic subject lines. If you want someone to open your email message, you’ve got to make the subject line somewhat provocative. In my own experimentation with provocative subject lines, I was able to double my open rate. Copyblogger has excellent instructions for writing subject lines that will increase your open rate.
- Don’t use dated photos. Remember that one of the highest compliments that you can receive in real estate (aside from awesomeness, good customer service, and integrity) is that you look just like your photo. When you use a realistic photo, it will help to cement your personal brand.
- Hire someone to design the banner. Using fiverr® or other services to hire someone to design the banner for your email campaign. Give your designer an opportunity for creativity and you may be pleasantly surprised by the outcome.
- Don’t be spammy. Only send your campaign to people who would be interested in using your services or providing you with referrals. And, don’t forgot that you’re only supposed to send emails to those people who have signed up to receive them. Read about the CAN-SPAM Act if you refresh yourself on the rules.
While it’s entirely possible that your newsletters may not start with open rates that are through the roof, your efforts in email marketing will be rewarded as you are giving prospective buyers, sellers, and referral partners a customized product and not a tired old campaign that becomes one of the deleted 95 percent.