/5 ways to enhance the conversion rate of your real estate email campaign
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5 ways to enhance the conversion rate of your real estate email campaign

Do you wish to include email marketing in your digital marketing strategy? If yes, you must first focus on getting a list of email subscribers whom you can send your real estate information, updates, offers, etc. on a regular basis. You can ask people to fill a questionnaire during a real estate event or encourage people to subscribe to your emails when they visit your website. This is proprietary data no one else on the web has but you. Once you have the list of emails, you can segment the lists if needed and start your email marketing campaigns.

Email is the king of all marketing tactics and has the highest ROI over any other digital channel. However, the returns will be maximized only if your campaigns can convert your email audience into customers. In this article, we have listed a few tactics to enhance the conversion rate of your real estate email campaign and increase your ROI.

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  1. Focus on Improving the Open Rate

What is the use of even the most outstanding email if your target audience doesn’t open it? Nothing, because then your email campaign is a failure. Therefore, your first aim should be to improve your email open rate. When your audience opens your emails, you take the first step towards email marketing success. But how do you boost your email open rate? Here are a few tips for that.

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Create Engaging Subject Line

According to the Invesp infographic, 47% of email recipients open email based on the subject line whereas 69% report email as spam based on the subject line. Therefore, to ensure the high open rate of your emails, working on the subject lines is a must. Keep your subject lines simple, free from jargons, and precise. Communicate what the email is about in a straightforward way so that every targeted person understands it. Including certain overused buzzwords like “free,” “help,” “reminder,” etc. Or CAPITAL LETTERS is likely to decrease your open rates. On the other hand, subject lines with ‘X’ numbers, for instance, “7 homebuying mistakes you must avoid,” tend to get more clicks. Questions in the subject line such as “Are you attending these open houses?” also encourage the audiences to open the email. Use some of the best subject lines that will encourage you to open an email as an end consumer.

Write To a Person

After the sender’s name, the subject line and short email preview (metadata) are the next two things that your recipients notice even before opening the email. Personalizing on these elements is an effective way to increase the email open rate. Including the recipient’s name in the subject line as well as in the email body may increase the likelihood of the email being opened. People feel that the email is crafted exclusively to them. For instance, “Are you looking for a new single-family home, Jack?” However, if you can’t use personalization tokens in the subject line, use “you” or “your” so it still sounds like you’re addressing them directly.

While including the subscriber’s name in the email subject line and email body is a usual tactic, including location, is the new trend. You can provide your audiences’ location-specific information and offers for better open rates. For example, “Here are some best condominiums in Calgary.”

Send as a Person

When your subscriber receives an email from your end, the sender’s name is the thing they notice first. The ‘From’ name and email address help them to know where the email is coming from. They can then decide whether they want to open this email or not. Not only this, emails from automated sources often trigger the email spam filters and are identified as spam. Therefore, use a familiar from the name and from the email address that represents your business. If possible use an email address with your business’s name in it, rather than a personal email. For instance, “info@slavensrealestate.com” or “nick@slavensrealestate.com” is better than “slavensrealestate@yahoo.com” for a better open rate.

Avoid Spam-looking Emails

It often happens that businesses send their emails and they go to the Spam folder of their target audiences. This happens due to several reasons that trigger the email spam filters such as suspicious formatting, image-to-text ratio, missing address and sender information, missing unsubscribe options, incorrect code, etc. Most spam filters automatically send emails to the Spam folder which is a huge loss for businesses. This happens because the influx of impersonation, phishing, and spoofing has forced email providers to improve their security to ensure the safety of their users. To prevent your emails from ending up in the spam folder, make sure your domain has valid Sender Policy Framework and DomainKeys Identified Mail (DKIM) certificates. Another way of avoiding Spam folder is by creating personalized subject line and metadata that include your recipients’ names. ISnotSPAM and Postmark are some tools that you can use to scan your emails and determine if they will be considered as spam or not.

  1. Carefully Segment Your Email Lists

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One of the most valuable aspects of running real estate email campaigns is your ability to build separate email lists and creating distinct email campaigns for the different audiences. Your existing and potential clients can be of different types – home sellers, home-hunters, people interested in rental properties, or investment buyers and sellers. Email marketing allows you to create unique emails and leverage them to each of these audiences separately. There are many criteria by which you can segment your list. Some of them include demographics, psychographics, behavior, preferences or interests, etc. By using segmentation to send out more personalized and tailored emails, you will be able to target relevant people. Based on the segmentation, you can make the most of your ROI and tap relevant clients. To enhance the conversion rate of your real estate email campaigns, you must first segment your list of subscribers into buyers, sellers, renters, home-sharers, etc. based on their geographical location. You can create separate lists and name them in your mailbox address book. Making lists and naming them will make your task easier every time you want to run an email campaign. Accordingly, you can send exclusive emailers which will be useful for a specified set of email lists.

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  1. Use Double Opt-ins

Using double opt-in option is a proven way to enhance the conversion rate of your real estate email campaigns. The use of the double opt-in method requires your subscribers to confirm that they want to receive information from you consciously. In simple words, double opt-in is the process of asking your existing as well as potential customers to confirm that they’ve signed up for your emails by clicking on a confirmation link they receive via a previously sent email. Only the people interested in real estate buying, selling, and renting will agree to receive the relevant emails. This means your list may grow at a slower pace but will consist of real, interested people. Double opt-in further increases the likelihood that recipients will engage with your emails and take a decision sooner or later. The chances of your emails ending up in the Spam folder are close to zero. Rather, subscribers are more alert to what you are sending, announcing, and offering to them. Sending automated thank you emails is a great option to remind the subscribers that they’ve just signed up to receive additional real estate updates, information, offers, and insights from you.

  1. Make Emails Mobile Friendly

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The number of mobile users who access emails through their mobile phones are touching newer heights. Nowadays, more emails are read on mobile devices than on any other type of device, and this trend is not expected to become less popular any time soon. Statistically, 79% of people use their smartphone for reading emails, which is obviously more than making calls. Mobile devices facilitate effortless access of emails while on-the-go. Thus, most email marketers ensure that their email campaigns are mobile-optimized. But why mobile-optimization is so important for emails? If the emails aren’t mobile-friendly and if the users cannot view your messages quickly, there are high chances that they might delete the email. Your audiences may even unsubscribe to your real estate business if the emails don’t show up correctly on their smartphones. Let us look at how you can make your email campaigns for real estate business mobile-friendly.

Firstly, select a simple email template with responsive design. Responsive email templates are designed to automatically fit the screen on whichever device they’re being viewed. So your email will look the same on smartphones and tablets the way it looks on desktop or laptop. Secondly, use less or no images in your emails. It may happen that these images may not be visible at all or take too long to load, and this may disinterest your audiences. Next, design the call-to-action buttons and links in such a way that people can click them while they are on-the-go. Leave plenty of space around your buttons so that people with fat fingers and thumbs can also accurately click the buttons. You can also use free email button generator to design desired call-to-action buttons. Lastly, keep your subject line limited to 30-35 characters. Most Android and iOS smartphones display only the first 30 or so characters of the subject line when held vertically. If your subject line is too long, the visible subject will be incomplete, and this might be non-compelling for your readers.

  1. Work on the Content

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The kind of content you send in your emails also makes a lot of difference in order to enhance the conversion rate of your real estate email campaigns. Therefore, work on the content first, check for its preview, do A/B tests, and only then create your email campaigns.

Content

Avoid using any industry jargons that common people won’t understand. Keep your content short, precise, and clear enough to understand. Don’t forget the white spaces and paragraph breaks. These elements make skimming, reading, and message grasping easier for the recipients. Use the correct fonts and colors that make it easier to view and read.

Picture

Including pictures in your real estate emails can be tricky. Although images look attractive and appealing, they may take time to load on various devices. Your recipients might need a high-speed internet or WiFi to view your emails. In order to make sure your subscribers don’t get disinterested in your emails, use images below 200kb only.

Types of Emails

Your email campaign can be run with emails of all sorts. Although there are numerous types of emails that businesses send, here are the top 8 types of emails.

  1. Welcome emails: A greeting email sent when the clients subscribe.

  2. E-newsletters: Timely real estate updates and insights.

  3. Invitations: Invitations to various real estate trade shows and seminars, and open houses.

  4. Urgency signals: A limited period announcement of your services and offers such as free real estate consultation that expires in a week.

  5. Informative or educational emails: Information that can help the buyers, sellers, and renters.

  6. Wishing emails: Wishes and greetings on various days and occasions.

  7. Announcements: Any essential announcement that you would want to make related to the real estate business.

  8. Re-engagement emails: Double opt-in emails and acknowledgment emails after every time your clients transact with you.

Call-to-action and Landing Page

Call-to-action buttons and links let your recipient take an instant decision once the email has been read. Therefore, include well-stated and straightforward directions on what to do with the help of a CTA button or link. Your call-to-action should be clear, visible, and not surrounded by clutter so that your recipients can easily scroll and click on the buttons or links on various devices.

Choose the correct landing page for each CTA. If you are asking your recipients to call or get in touch with you, your landing page should be of the Contact Us page of your real estate website. Similarly, if the CTA is about checking various homes available on sale in a particular region, your landing page should be of the multiple listings in that area. For instance, “Condominiums in Calgary” can be your call-to-action button or link, and the landing page should be of the MLS listings of condominiums in Calgary.

To check the preview of your email campaigns, or to see how they will appear to your clients, first send the email to yourself. Make the necessary changes if needed and then finalize the emails. Talking about the A/B testings, right from the subject lines to the type of content and email, send out a few emails to a sample set. Study the behavior and response of the campaigns. Only then opt for the most suitable options that are getting you increased conversion rate.

There are countless tactics you can implement to enhance the conversion rate of your real estate email campaign. While email marketing may seem like an uncomplicated science, it requires expertise to master the art of successful email campaigns. You can hire an email marketing expert to enhance the conversion rate of your real estate email campaign if you lack the required proficiency or don’t have enough time to run multiple real estate campaigns at once.

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