Email marketing is an effective way to reach out to busy prospects, especially when you combine email marketing with farming, print marketing, and social media outreach.
However, like all marketing approaches, there are good ways to go about email marketing and terrible ways to go about it.
Here are some best practices to follow to make sure that your list welcomes your email marketing and it’s effective for your business.
Get Permission to Add Someone to Your List
Certain rules should be followed when you use email marketing. Using an email service provider (ESP) instead of your personal email address is one. Getting permission to send emails to your prospects is another.
Recently I had someone add me to their email list without asking permission. They found my email address, probably through Printerbees, and decided that was all they needed.
That’s far from the case. You need to make sure that people specifically opt-in and give you permission to contact them. You can gain this approval by offering a free report, a contest, and more. However you do it, it’s important to make sure people choose to receive information from you.
If you add people to your list without their permission, you can receive complaints and your email provider may block you from sending and receiving emails. More than that, it doesn’t do you any good to send information to someone who doesn’t want to hear from you! It certainly won’t make them more likely to do business with you.
Email Frequency is Less Important Than Consistency
When Realtors® start working with email marketing, many are concerned about how often they should email their prospects. You want to be front-of-mind, but you don’t want to be annoying.
What you may be surprised to know is that how often you email is far less important than setting an expectation and sticking to it. Consistent daily emails will get fewer complaints and unsubscribes than inconsistent weekly emails.
Of course, each email needs to provide high-quality, useful, engaging information. If you don’t have enough to say every day, focus on providing weekly or twice-monthly emails loaded with value.
Mix Helpful Real Estate News with Sales
When you produce marketing emails, it’s vital to strike a balance between sales and providing useful information.
If you only provide valuable information but never tell prospects to contact you, you won’t gain clients from your efforts. On the other hand, if you’re nothing but a self-promoter, people won’t be interested in reading your emails for very long.
You might consider setting up a schedule that varies your content while also letting you know what you’re going to send. This way you don’t have to come up with ideas from scratch each time. Here is a sample for once-a-week email marketing:
- Week 1: Helpful seasonal tip for homeowners, invitation to contact me
- Week 2: Customer testimonial, invitation to contact me
- Week 3: Inspirational content, invitation to refer friends/family to me
- Week 4: Highlight a current listing (pure sales), invitation to contact me for showing
As you can see, every email includes an invitation to be in touch with you if they are looking to buy or sell a home. However, only one of the four is purely a sales email. This gives you a good mix of value and promotion.
Email marketing is an important part of your overall marketing mix. When you use email in addition to farming postcards, just listed and just sold postcards, door knocking, and more, you’ll increase your chances to reach prospects.
Just be sure to do your email marketing correctly, so your readers welcome it!