Your website, Facebook, and even Instagram may be required to do business in real estate in today’s digital world, but there’s one thing that still works better than everything else – email. If you want to get people to read your emails instead of deleting them unopened, you need to send them emails that beg to be opened and then provide the information you’ve promised.
Emails and newsletters aren’t as fun as Facebook Live videos or posting gorgeous pictures of your listings on Instagram. Emails aren’t sexy or new, but they are very effective – if you do it right. Before you send out an email to your growing list, make sure you’ve done all of these things first.
- Keep your subject line short, sweet, and to the point. Three to five words is plenty.
- Don’t use clickbait subjects to get people to open your email. Your subject line should reflect the content in the email.
- Don’t use “Re:” to make it look like you’ve been talking with someone already or words like “Free” or “For a limited time!” You look like a spammer, and most email filters will treat you like one.
- Your email should be simple and to the point. It’s better to link to the content you want people to read than to put all 1000 words in an email.
- Don’t write to your “subscribers” or to your list. When you compose your email, write it as if you’re talking to one person. Use the word “you” wherever it makes sense.
- Personalize the greeting of your email. If you capture first names as part of your email registration process, use them. And if you don’t, start getting that information so you can use it.
- The first line of your email is very important thanks to email preview panes (84 percent of people 18 to 34 use them). You have about 50 words to hook your reader and get them to open the email.
- Make sure your email is easy to read on a mobile device since that’s what most people use to check their email.
- Send the emails you say you will. If you promised a weekly informational newsletter, that’s what you should send. If they signed up to receive new listing or just sold information, send that. It’s okay to remind people that you have other email lists they can join or other information they can opt-in to receive.
- Send emails when you say you will. Whether you promised monthly, weekly, or even daily, make sure you’re consistent.
- If something doesn’t work (like sending emails daily) for your readers, don’t be afraid to change it up.
- When you send a newsletter filled with content, make sure it’s your best or most interesting content of the week or month. You don’t need to send everything, just enough to get people to click on your website to read your blog or view your listings.
- Don’t use too many images in an email. These emails are often marked as spam and go unseen by your subscribers.
- Use your email to start a conversation with people. End your email with an offer to answer any questions or ask a question and invite people to reply with their answer.
It’s easy to think that you’ve got to include every important detail into one email. This might be the only time you get this person’s attention. But the more you give them, the more you’re likely to overwhelm. Email lists and newsletters can be an effective marketing and sales tool but only if you give people what they want without overwhelming them or spamming them.