Although the past decade has seen a sharp incline towards social media marketing as a business strategy, email marketing still ranks as one of the most effective messaging channels in professional ranks. Let’s take a look at some facts:

•   First, note that content distribution via Email in B2B (Business to Business) marketing is at 93%.

•   80% of retailers indicate that email marketing is the most effective tool for customer retention.

•   B2B email campaigns have a 47% better Click through Rate (CTR) compared to B2C (Business to Customer) campaigns.

•   Even the use of emojis in your email subject line gives you a 60% better open rate.

The list goes on and on, but what is clear is the fact that email marketing is still the most influential and most efficient way for businesses to improve conversion rates. So how does this all tie into real estate marketing, and how effective is email marketing in this niche?

Real Estate Email Marketing

First, you need to operate on the realization that 40% of your leads in realty will come from referrals, 63% of positive feedback on your emails will depend on how effective and informative your E-newsletters are on new properties, and how well your marketing automation tools work.

That said, here is a list of essential action points if you want to improve conversion and increase your revenue.

Best Practices

Facilitate Unsubscribing

The first and most important element is to facilitate unsubscribing. While marketing is built on persistence, the best way to foster confidence in your potential leads is to ensure they have an “opt-out”, prominently visible, unsubscribe link in case they are disinterested in your product.  Make to test this extensively and that it is working seamlessly.

“Make sure to correctly generate your own email list with double opt-ins, says Chris Camacho with DBAform.com in California.  “Many real estate agents ask me how they can buy an email list and I don’t recommend this.”

Create a Segmented Subscription List

Real estate is a fluid, dynamic industry with dozens of different demographics and behavioral traits. One size does not fit all.

Segmenting allows you to tailor-fit content to a specific audience based on these factors. This technique allows you to focus on client attributes, and you get insight into what course of action has the best chance for success.

Invest in First Impressions

Your headers, pre-headers, your greeting email content, how well you structure your content, the form lines, even the design of your email template, all of these play a crucial role in how your message is received.

Even that random emoji in your email can prop your open rate by up to 50%. It’s all about how well you structure your target content to suit client needs. Efficient practices from the onset can be a dab hand at improving your baseline.

Track Your Email Campaigns

Open rates and Click-through Rates are commonplace in marketing automation, social media marketing as well as real estate SEO campaigns. They rarely feature in Email marketing. The problem here is, if you run a real estate email marketing campaign, how will you keep tabs on its effectiveness?

Knowing your CTRs and open rates are the best way to know how well your campaigns are doing, and they give you an indication as to whether you need to keep the pace or differentiate!

Analyze Client Behavior

Pruning your subscription list is crucial. If a client tends to decline your emails, don’t insist; take them off the list. Focus on clients who read and click through.

You can give a bit of leeway to clients who read but fail to click through, as they make for prospects. Analyzing behavior allows you to shift your focus to what’s important.

Bottom Line

Realty email marketing is still the most effective way to retain customers and to generate new leads, but only if you do it right!