Real Estate Agent Email Marketing Best Practices

Clients receiving email on mobile devicesAlmost anyone with an email account is inundated with email on a daily basis. This can make getting through to your clients rather difficult. But almost as bad as an email that is ignored is one that ends up on the other side of the delete button. That’s not the sort of impression a real estate agent wants to leave behind.

To help ensure your email gets read, here are some best practices for more effective real estate agent marketing campaigns.

Get the subject line right the first time.

The subject line is the single most important part of your email message. Most recipients take less than ten seconds to decide whether or not to open an email message. The more interesting, timely and to the point your subject line is, the more likely it will get opened. For example, “Jane Doe, three new homes in your price range just came on the market today” If the recipient is still in the market for a home, there is a greater than fifty percent chance the email will get opened.

Make it personal.

Did you notice the personalized subject line? There have been several studies indicating that personalized emails and subject lines perform better. One study conducted by MailChimp revealed that email messages containing the recipient’s first and last name in the subject were nearly two times more likely to be opened than a subject line with only the first name.

Make it informative.

You beat the odds and the recipient opened your email, but will they actually read it and more importantly, take the desired action? They are likely to do so if you are respectful of their time and craft your message so that it is informative and timely. Whether you are sending out emails to your list of buyers or sellers, nobody wants to read a lengthy, boring message. Dress it up with nice images, your logo and contact information. You might even consider creating a variety of email templates to avoid building your email marketing campaigns from scratch every time.

Don’t forget the call-to-action.

The call-to-action directs the reader to do something whether it is to sign up for your newsletter, visit your website or call you on the phone. In your message, tell the recipient what you want them to do and make it easy for them to get in touch.

Make sure it is CAN-SPAM compliant.

Most commercial email marketing campaigns must be compliant with the CAN SPAM Act of 2003. The act not only regulates how marketing emails should be constructed, it also requires that all email marketing messages include an easy, visible and effective means for enabling a subscriber to opt-out such as by clicking on an unsubscribe link.

Know your email marketing stats.

If you are using email marketing software it most likely will have a variety of useful stats to help you understand how each campaign performs. Understanding the open, conversion and unsubscribe rates will help you create more effective campaigns.


photo credit: Ricardo Bernardo via photopin (license)