Email marketing is a great way to reach your customers, especially millennials. Even more, it’s an extremely effective marketing tool, with an amazing return on investment. Recently we talked about how automated email marketing could effectively give you a full-time marketing assistant for $199/mo. It’s amazing what email can do!
However, there are some common mistakes that Realtors® make when they implement email marketing. In order to get the full effect of your marketing efforts, make sure to avoid these five common blunders:
Typos and Grammatical Errors
Nothing looks less professional than an email with typos or grammatical mistakes. Unfortunately, some agents put in errors on purpose because they think it makes the email look less automated and more human! This is a mistake. Remember that your clients are trusting you with one of the biggest financial decisions of their lives. If it looks like your attention to detail is lacking, they will definitely find someone else to help them.
Wrong Property Link
When you’re sending out a lot of emails, it’s tempting to cut and paste quickly to get the work done. Unfortunately, this can result in you sending out a link to the wrong property to a customer or prospect. This is a mistake that will confuse your clients and make you look like you don’t know what you’re doing. Even if you’re serving five clients right now, each one wants to feel like they’re the only one. If you make mistakes with your links, you’ll look disorganized and your customers will likely wonder what other mistakes you’ve made – which is not a good place to be when they’re signing dozens of documents with you.
Sending the Wrong Date or Time
If you are setting up an open house or a showing, triple check to make sure the date and time are both correct. This is especially important when you are dealing with multiple buyers/listings at once. Sending the wrong information results in frustration, wasted time, and a poor customer experience. Clients will NOT think you’re the one to refer others to if this happens! You need to get this right the first time – folks may not read your follow-up email trying to correct your mistake.
Having Wrong Information in the “From” Address
Some email software programs don’t have a great default set for the “From” field of the email. In order for your marketing and outreach to be effective, you want to make sure it’s set to show your name. If it shows your brokerage or some other information, your prospects may simply think it’s spam. Having the “From” field correct is also a way to reinforce your personal brand every time you send a message.
Failure to Personalize
An email that seems like a bulk email isn’t likely to do you any favors. You want to personalize as much as you can. First, start with a greeting that includes their name. If you’re more formal, you can use “Mr. White” instead of “Mark”. But some form of their name is important. Then, be sure the email is going to a targeted list so you can mention specifics of their situation. For instance, “I know you’ve had a frustrating time selling your home,” to an expired listings list. This makes the email feel much more personal to the recipient.
There are many ways in which email marketing can extend your brand, make your outreach and follow-up more consistent, and help you land clients and referrals. When you avoid these five common mistakes of email marketing, you’re positioning yourself for amazing success.
What common mistakes do you see in email marketing? Share in the comments!