To paint a good picture of how valuable email marketing is for your real estate strategy, we’ll provide some background. In 1978, Gary Thuerk sent the first marketing email that promoted DEC machines that translated into $13 million just in sales. Although Thuerk sent the email to only 400 users, it was enough to kick off one of the most popular marketing channels.
Email marketing is not as new as other channels might be, such as social media or messaging. In the ‘90s, the Internet revolutionized how we work, play, and live in general. Hotmail became the predominant email service provider that marketers would use to reach customers. At the end of the decade, customers still saw email as a newfangled way of communicating.
In the early 2000s, a new Spam Law was introduced, establishing the first regulations regarding commercial emails. The law was a necessity since the volume of marketing emails skyrocketed and the volume of viruses. During this time, a considerable number of users became skeptical about using the service. Providers such as Yahoo and Hotmail turned into a battleground between the receivers and the senders of mail.
Email Marketing, Not Spam
The success of using this tool as an outreach channel relies on the possibility of building connections with the recipients. Email marketing shouldn’t be considered spam. Moreover, knowing your audience is critical for sending the right message. Keep in mind that your customers treat their information with the most care, and they don’t give it lightly. Moreover, it would help if you used this channel to provide valuable, relevant real estate information that will help your clients make the right choice.
One vital principle is understanding that email marketing is not only about your company but also about your customer. The goal is to achieve that your subscribers look forward to reading the info you send them.
How Does Email Marketing Work?
Email marketing helps real estate businesses by boosting conversations as well as revenue. When you provide valuable information to your subscribers, you’re helping them achieve their goals. It would be best if you used it to:
- Construct connections
- Improve the awareness of your real estate brand
- Promote useful content
- Create leads
- Cultivate those leads
About the Benefits
One of the main advantages is the number of email users around the world have. There are about 3.8 billion users, which makes it one of the best channels to reach customers. As a result of email marketing, two-thirds of customers have placed an order. When we talk about customer acquisition, it is 40 times more effective than Twitter and Facebook combined.
Before it gets overwhelming regarding the possibilities of email marketing, let us show you some statistics:
- About 40% of real estate firms implement list segmentation
- Around 53% of real estate firms get subscribers from their website
- Companies that utilize blogs received doubled traffic from emails than those who don’t
Creating the Right Strategy
In the fast-paced reality that we live in nowadays, people receive around 121 emails daily. Your emails mustn’t get lost in inboxes or, even worse, go straight to the spam folder. Before implementing this tool, you should focus on building the right strategy that will be effective for your company.
The right marketing strategy will help you reach potential consumers that actually want to read your content. Five key elements are essential to form your email marketing strategy.
- Establish your audience. Mold your email campaign by understanding the needs of your audience.
- Set the goals. Research email statistics for the real estate industry and use them as a basis.
- Create a platform for users to sign up. An email list is a group of people who authorized you to send relevant content.
- Pick an email kind of campaign. Choose how often you’ll send a newsletter if you send announcements for new products and the kind of posts you consider relevant. This is subjective; learn about the benefits of doing things one way or another.
- Measure the outcome. In marketing, everything is measured. The results can provide crucial info about what you should change to improve your numbers.
Ready, Set, Go!
There are a lot of rules to consider when sending a marketing email. One of the most important ones to consider is to always treat your readers as humans. It is the golden rule for accomplishing your email marketing goals. Keep in mind that your subscribers want to relate to you; they want to hear from you. You should aim to be a true source of information that will make them want to open an email from you. Remember, the goal is for them to look forward to reading your message just like they would from a friend. By accomplishing this, your message will be heard loud and clear.