Okay, so with all the aspects of any real estate business, why is it so important to do email marketing? Maybe you feel like email marketing is “not that personal” and you like to conduct your business differently? Well last week we attended the Marketing Sherpa Email Summit hosted by Meclabs in Las Vegas and learned a ton. Here are a few ways we feel you can apply email marketing “best practices” to your real estate business.
Email Marketing Words and What They Mean
Here are a few email marketing words that you will see come up.
- Open Rate – Calculated by dividing the number of people who opened your email by total number of emails sent.
- Click-Through Rate (CTR) – Calculated by number of people who click somewhere in your email divided by the number of people who opened your email. This generally will tell you how engaged people were in the content you sent.
- Spam – When someone has not “opted-in” to your emails, meaning they have not said “yes I want to receive these emails”, they are then classified as spam.
- Opted-In – This means that they have given you permission to email them. Not only will this ensure that you are sending emails to people who are interested in what you have to say, but it will also not count against you in your email tracking.
Where Do You Start?
- Choose an email send program – New to email marketing? Programs such as Mailchimp provide tracking and design choices that are easy to use. More advanced? Programs such as Pardot or Infusionsoft provide more intensive tracking capabilities.
- Collect email addresses – gather emails from past clients, current clients, and prospects and add them to your email send program.
- Design relevant content – create content that is relevant, general, and personal. Remember, you want all of these people to feel as though you spent time sending only them this email so the content needs to be casual and conversational. For each email, keep in mind your goal and develop content that will accomplish that goal.
Tracking Your Results
When tracking the results of your email marketing there will be two main areas of focus: Click-through rate (CTR) and Open Rate. Since we already defined how to calculate these above, I won’t go into too much detail, but remember to keep an eye on these for each email you send out. We will go into more detail later about how to interpret what these numbers actually mean.
Remember, email marketing is always a work in progress. In the beginning your results may not be where you want them to be. As time goes on you will become smarter and more efficient in your messaging. So don’t give up!
Have any tips related to email marketing? Have any questions regarding your current strategy? Please comment below and let us know what you are doing with your email marketing!