In part 1 of the blog, we talked about getting the foundation of your email campaign ready, which most likely resulted in completed some work before you begin your email marketing. In this series, we’re going to finalize the details to have you launch your email campaign. In the first part, we covered the importance the database, consequences of not receiving permission, and segmenting your database to send relevant content. In this blog, we are going to through specific content, choosing a template and measuring your ROI on your campaigns.
Your subject will be the first glance your users will see in deciding whether or not they are interested in the content. In short, yes you do need a strategy for what your subject line will be.
Rule 1: Your subject line should be actionable
Using language that tells your users what they are able to do once they open the email will provide a positive gateway.
Example: Read 10 tips to sell your home for more
Example: Learn the tax incentives for first time buyer
Rule 2: Make it personable to the readers
This goes back to having a highly segmented emailing list, which will help you prepare intriguing subject lines. Keep in mind, adding a person’s name in the subject, is not the necessarily the best strategy, Opt for more interesting subject lines that is relevant to your list.
Example: Schedule a viewing: 2bdrm for sale in Applewood
Example: RSVP to the first time investors seminar this Sunday
Rule 3: Clarity is key
Always aim to make the subject clear and relevant to the body of the email. Being vague or not offering the information that intrigued the reader to begin with, will not help you with your campaign. It may get the email opened, but it won’t help you beyond this.
Example: Watch the virtual tour of your neighbors home
Example: Don’t miss out on the best investment opportunities
So far you have gotten the emails to the right target, and intrigued them with your subject line, next to tackle, is the body of the email itself. Be sure to always have your contact information, name and logo present in every email, making it easy to understand who you are and how you can be contacted.
Rule 1: Write in second person
Your style of writing should include pronouns, as though you are talking directly to your reader. These pronouns include words such as “yours” and “you”. Shift the focus back on the reader. The ratio of pronouns should be 2:1, that means you are using words such as “you” double the amount of times you are using “we” or “our”.
Rule 2: Focus on (relevant) value
This essentially means to focus on the benefits, rather than the features that you are trying to convey in your email. Now, being in real estate, your email campaigns will differ greatly from stores and other businesses, as a lot of promotional emails provide a discount or coupon. Your strategy for your email campaigns need to focus solely on providing benefits to your clients, whether it is about homes for sale, community news, invitations or investment strategies. Whatever the content contains, spin the wording to focus on the benefits.
For example, if you’re sending renovations ideas, you can make a simple infographic about the 5 most useful renovations to add value to a home. You can create an infographic easily on websites such as canva.com. Your strategy can include a summary of the 5 tips in an infographic and also provide a link to your website where they can find the full blog. This not only adds value, but it also has a call to action (guiding the user to take the next action you want them to take), and also increases traffic to your website. Again, you CTA (call to action) will greatly depend on the content in your email. You can also choose to send an email with a link to the latest listings, and also include your phone number for your audience to call you now for more information on a particular listing to schedule a viewing. Regardless, each email should have a call to action.Your call to action should be visible and easy to find Examples of call to action can include:
- Call Now
- Schedule Now
- Read More
- Learn More
- Reserve Now
Rule 3: Keep it Simple
Your emails do not have to be heavy in content, in fact you should try to keep in short and get to the point. This may seem tricky to deliver value and to keep it short, but it’s actually fairly easy to do. Provide a brief introduction as to what this email is about, provide the content promised, and add in your CTA. Keep in mind, that even if your email is packed with some really awesome content, if it’s too long, then it won’t have the desired outcome you’re looking for. You would much rather have people spend time on your website than on your email.
Measuring Email Campaign
One of the most exciting parts (hopefully!) is getting the results/stats on your email campaigns. When you are measuring your ROI, there are 3 different stats you should be tracking.
Track 1: Open Rates
You will need to track how many people actually opened your email. If you are facing a low open rate, then you may need to reconsider your subject line and/or your target audience. You may even further segment the same audience into 2 different categories, and send emails using 2 different subject lines to test performance. For example, you can take your list of homeowners, and to the first group of homeowners, use the subject line: Learn the 5 ways to easily renovate your home. To the second group of homeowners, you can use the subject line: Implement 5 strategies to save money during renovations.
Track 2: Click Through Rates
This measures how many people clicked on something in the body of the email. This can include a link in the email. The link could be your CTA, which can lead to your website or RSVP to an open house or seminar. The click through rate (CTR) is measured between the number of people who have seen the email and have taken some sort of action.
Track 3: Lead conversion
The next item you want to track is the amount of leads you are converting with email campaigns. This can be measured in different ways, such as the number of attendees to a seminar or open house, or the number of phone calls or inquiries you receive to buy or sell a home. Although there may be tracking mechanisms for open rates and click through rates, this conversion rate is something you will have to keep track of on your own.
According to Mailchimp’s stats, Realtors who send out email campaigns see an average of 20.84% open rates and 1.91% click through rates. You can use this as a benchmark for your email campaigns. Email campaigns are still considered to be one of the best marketing strategies, as it keeps you top of mind with your clientele. Another great aspect about email marketing, is that is subconsciously lets your audience feel like they have open communication for you. For example, if you were to receive an email once a week from a John Doe, after a few emails, you begin to feel a sense of connection with John Doe and what they are about. It also leaves a positive line of communications when you speak or meet with client who regularly received your emails, as though they already know you. To you, it may be the very first encounter that you have had with this person, but to your email receiver, they have already been in touch with you. If you haven’t already, make sure you take advantage of the ROI of email campaigns.