Harness the Power of Email Marketing for More Sales
A newsletter is an essential aspect of any email marketing strategy although certainly not the only one. Nevertheless, newsletters do form the backbone of effective digital marketing and are an essential tool for distributing great content to achieve subscriptions from which a database can be built for future marketing. Ultimately the objective of email marketing is to raise brand awareness and garner opted-in prospects who can be nurtured over time to eventually become new clients.
The Benefits of Email Marketing to Estate Agents
- People who subscribe to newsletters are actively giving their permission to be sent future email correspondence. This is a great way of quickly establishing trust relationships and also ensures that recipients always open emails from the same source.
- By regularly distributing valuable, relevant and informative content including alerts and marketing email blasts, conversions can be significantly increased and reputations boosted.
- Building a significant database of opt-in subscribers creates an opportunity to generate advertising revenue by extending the opportunity to your providers and suppliers.
- Email marketing drives more traffic to websites as long as there are plenty of backlinks built into the body of emails. To provide functionality on emails they have to be coded so that there are clickable areas that take the viewer directly to the relevant page or content they want more information on.
What are the Challenges?
- In an online world where there is a plethora of property information and related content, it can be challenging to consistently keep subscribers and audiences interested. People are as quick to unsubscribe to email content as they are to sign up to it and they'll do so very quickly if they don't see any value in it. We now live very much in a ‘what's in it for me' culture and consumers want instant gratification.
- Keeping abreast of email marketing analytics and what kind of content is working with audiences and what isn't, is essential for saving time in the long run. Analytics provide a detailed view of individual user activity with both emails they receive and any website page views generated from clicking on an embedded link. It's important to track email marketing results and be proactive in improving click-through rates and website traffic.
Other Content to Consider for Email Marketing
Email marketing is dominated by the newsletter and for good reason; it's a proven vehicle to boost profits in business and has been used to connect service providers with end users since long before the internet was invented.
However, you can also use email marketing to nurture relationships with prospects in ways other than with newsletters. As an example, new enquiries can be greeted with a personalized email requesting more information on property preferences and requirements. Emails that are received direct to individuals' smartphones or laptops have the extra benefit of being that bit more personal.
5 Best Practices for Email Marketing
#1 Consider Subject Lines Carefully
It's particularly important in the highly competitive real estate sector to encourage people to open important emails with an engaging, client-centric and actionable subject line. The language used on subject lines is also important to avoid ending up in spam boxes.
#2 Provide Backlinks to Websites
It's pointless packing too much content into emails themselves, particularly when there's a strong SEO advantage in providing plenty of links to websites, microsites or landing pages in the body of emails instead. The standard formula of a estate agent's newsletter for example is: a series of teasers giving a glimpse of featured properties with an accompanying image and a URL link to the respective website listing.
#3 Responsive Emails are a MUST!
Emails should always have the option to enable subscribers to read an online version in case they are having trouble viewing the content via their email account. Because the majority of people access emails using smartphones, it's a given that all email content and any linked to it should be mobile-responsive to ensure it displays clearly and functions well on all devices.
#4 Remember People have a Short Attention Span
It's essential to limit email newsletters and messages to short, relevant statements that are easily digestible. In fact, visual content tends to encourage more clicks than blocks of text. If there's too much content on the screen, most of it will be disregarded no matter how valuable it is. That's why it's always a better idea to host content on websites, landing pages and microsites and link to it from the body of emails.
#5 Consistent Delivery of Good Quality Content Establishes Relationships
Trust is the cornerstone of the real estate industry as people are looking to make one of the biggest transactions of their lives. Consistently relevant, current and well-written content goes a long way to providing a firm foundation for longstanding relationships. Emails are a direct link to current and future clients and so the content they include speaks volumes about your agency. Sloppy content, poor design, hit and miss delivery dates and lack of functionality can create a poor impression so it's essential to plan ahead of writing engaging and actionable content for each email that leaves the building.
Get creative with your content to stand out from the crowd. Allow readers the chance to view properties in better detail with video and slideshows, with honest written descriptions that don't waste the readers' time. Your location allows you the perfect opportunity to regularly deliver unique content and that's an advantage estate agents can easily exploit for maximum email marketing ROI.