We know how much you love your clients, and we all know communication is key to a healthy relationship – or so they say…
When you want you to communicate with your clients, we want you to be successful as possible! Here are some tips and tricks to help you with your email deliverability and engagement.
1. Include a strong ‘Call to Action’ that either suggests there is valuable information or a video
Before asking your subscribers to purchase from you, be sure to offer them information such as a free buyer’s guide or an offer for a call to action. Every interaction you have with your subscribers should provide value – make sure you’re the one providing the value and they’ll do the same in return.
2. Use video!
Let’s be honest. Would you rather watch a video with someone’s happy face or read a whole bunch of text that could take twice as long to get through with half the fun? Get your team together and include messages from the broker, team lead or agent to create more engaging content. We recommend our partner BombBomb for this or even use the Clips app on your iPhone. Video is more fun and engaging.
3. Check for those mistakes
Don’t set yourself up for failure on your nest email campaign. Be sure to double check your emails before pressing “send”. Things like ensuring your image to text ratio and proofreading your copy will work wonders! Don’t be afraid to have another person proofread your work. It’s good to have a second pair of eyes on your communications, especially your automated campaigns.
4. Segment your audiences
When you hear the word “segment” in reference to email, just think of it as though your are sending a personal message to those clients. Everyone receives information differently, so treat your leads as such! Firepoint provides you with a wide array of ways to filter your leads–tags, lead source, reverse search–so you can customize your message and make your clients feel special.
5. Do a little testing
It’s important to test what kind of subject lines your leads are reacting to. Some tips to keep in mind as your engage with your leads:
Only test one element at a time. Make sure your audience is large but you understand your target (i.e. target a certain zip code, price point etc.). Once you find a winning element, move on to the next one so you have several items in your tool belt.
6. Keep your email volumes consistent
Determining good deliverability is made up of several factors, but sending consistent volumes is a must to watch. This means don’t send emails to 50 leads Wednesday then 2,000 emails on Saturday for an open house.
Keeping your sending volumes consistent shows the email provider that it’s business as usual (and you’re not a spammer). If you are wanting to send high volumes, be sure to “warm up” the IP address; work your way up to large volume sending. If you send too much mail at one time, you’re going to raise a flag which can delay deliverability times and efficiency as well as potentially frustrate your clients.
7. Warm up your clients
If you have a valid email for your client, they have already opted in and most likely want to hear from you. Even though they may be your best friend or just a hot lead, still be sure to send them a “welcome email” letting them know that they will be receiving emails from you. This also provides the perfect opportunity for your leads to go ahead and ask to be taken off your list before they mark you as spam (dun-dun-dun….).
8. Build your own list
Don’t fall to the temptation of purchasing an email list. Sending emails to addresses that have not opted into your emails–nor have the slightest idea who you are–will most likely fall right into that dreaded spam folder – and put your domain on a blacklist for the rest of your clients! Building your subscriber list organically will ensure that email engagement remains high, and they will have a stronger relationship with you. Real estate is–say it with me–a relationship business.
9. Hone in on your high engagers
If you’re noticing the same names on your “opened” list over and over, take note! These are your guinea pigs. Got a new call to action you want to test? Are you wanting to send out a new video? Try out those items on these users first to see what kind of response you get!
10. Evaluate your engagement
The best way to evaluate the success of your email campaign is by reviewing your engagement after an email sends! TRUTH – people who opted in to receive your email two years ago or two days ago may not be interested in receiving your email anymore. Monitor your metrics and remove unengaged users to help maintain good deliverability. Firepoint has a built in Mass Email tool that will help you review the interaction with the emails your are sending.
If you see high open rates, your recipients are finding your emails useful. If you see addresses on your email list that never engage, it may be time to try to bring your content up to date to reengage those clients.
Click here to download the guide: The Rule of Three
About Gabe Cordova
Gabe is an expert in residential real estate with over 16 years of sales success, team building, training, and system implementation. As the President of Firepoint Solutions, he focuses on building th...