The other day I got an email from someone who has a very professional website. Their business is all about constructing a professional brand image online. I love their website!
There was one problem. The email was dismal.
It was full of grammatical errors. It was too short. It lacked a point. It gave a sloppy call-to-action that directed me to a blog post that wasn’t even connected to the company.
It did NOT make me want to work with that company.
Is that the impact that your emails have? Do they match up to your professionalism, or do they fall short?
You can create real estate emails that make a real impact and build your business. For every $1 in marketing, email marketing can return $44.25! If you’re not seeing that, consider making these changes.
Use the Right “From” Address
One of the most important aspects of an email is often overlooked – what “from” address shows when you email your list?
If it’s not a personal email that seems to be coming directly from you, you have a major problem. In fact, the “from” address of an email matters more than the subject line. And the subject line is vital!
People aren’t interested in irrelevant email, and an email that comes from a company (firstname.lastname@example.org, for instance) screams advertising. And an unknown Gmail address seems like spam. Instead, make sure that your name is involved. That way, your recipient knows exactly who is contacting them.
An effective “from” address has these characteristics:
- Comes from someone the contact knows and trusts (you, not your company)
- Helps readers find your messages if they get misrouted or put in the junk folder
- Stands out in a sea of other email addresses
Be Personal and Engaging
Using your customer’s name – without overusing it, of course – is essential to making a connection with your reader. The subject line might say, “-Name-, thought you might enjoy this article” or something equally personal.
In addition, an email should always begin with the prospect’s name. That way, everyone feels like they are hearing directly from you even if the email is automated.
Once you have the personalization, be engaging! Don’t send boring, shop-talk style emails. No one wants to read that. Instead, focus on the following types of email:
- Q&A: Answer common questions that your prospects have
- Story-Based: Tell a story about something you encountered and then draw a short applicable lesson from it. The story should be fun – and don’t underestimate how much people want to know the real you!
- Testimonial: Use a review or testimonial to share a great experience that a client had with you. It helps others want to work with you as well. Be sure to end with “This is why I love what I do”, along with a gentle call-to-action. No need to be too salesy.
- Drive to a Blog Post. If you have a blog, consider having one email a month that directs people to the blog. That will get readers to your site so they can see your listings and other materials.
- Having local events can be a great way to share information and get leads. Use your email list to promote any local appreciation or workshop events that you hold.
One mistake many Realtors® – and other professionals – make with email marketing is that they think their subscribers want to learn more information.
The truth is, everyone has far too much information. No one wants to learn more! Instead, you need to be as entertaining as you can be. Try to be 80% entertaining and 20% educating. That way, you are getting a point across, but you’re doing it in a really fun way.
Don’t feel like you have to be a professional comedian to entertain. All of us have silly, funny, or even embarrassing things happen in our daily lives that we can share. Those things are often great stories! By sharing a story about yourself, your family, or your business, you can be authentic while also selling your business.
Are you worried about how often you email? Do you wonder if you email too much? Let me tell you a secret – there’s no magic number. The trick is to be consistent.
If you email once a month – sometimes – but are inconsistent, you’ll get complaints and unsubscribes every time you send an email.
On the other hand, if you set the expectation that you’ll email every week or once a month, and you actually do, you’ll get more engagement, fewer complaints, and fewer drop-offs. It’s not about how often you email. It’s about setting an expectation and being consistent.
Consider varying your emails to make them easier to craft and more predictable for readers. For instance, you could email weekly using a cycle like this:
- Week 1: Just for Fun
- Week 2: Testimonial and Ask for Referrals
- Week 3: Story and Ask for Business
- Week 4: Drive to a Blog Post
This way, you never wonder what to say next. Your readers will also know what to expect. The consistency will work wonders.
Email marketing is very effective. It just has to be done correctly. It’s also best done in conjunction with regular postcard and mailing campaigns. If you’re ready for your next batch of Just Listed or Just Sold postcards, let us help! We have tons of templates to choose from.
How do you use email marketing? Share in the comments!