Email marketing is a great way to generate new leads, nurture the existing ones, and keep in touch with your client base. However, the value you extract from this marketing technique depends on your ability to follow the best practices of email marketing.
If you have been spending a lot of time, efforts, and money on email marketing with no impressive results, it could be due to the poor deliverability rate of your email. In order to get read by your prospects, it is important that you ensure that your emails don’t end up in the spam folder.
Here are a few tips that you can use to ensure that your emails get sent to the inboxes of your prospective customers.
1. Pay Attention to the Subject Line
Subject line is the most important component of your email for two reasons — first, it entices your visitors to click, open and read the email; second, it plays a great role in the deliverability of your email to the right folder. Subject lines written in all caps not only look ugly, they imply an aggressive tone as well and are therefore hardly ever opened by users.
In addition, using certain trigger words, such as ‘free’, ‘guarantee’, and ‘discount’, also impacts the delivery of your emails. All major email providers, including Gmail, Yahoo Mail, and Microsoft Outlook, scan emails for the presence of these trigger words and automatically send the ones that contain them to the junk folder.
2. Don’t Waste Money on Purchasing Email Lists
Purchasing email lists may look like a viable solution to real estate agents with limited time available to prospect and capture leads. But in the long run, it may end up doing you more harm than good. Not only it is illegal to purchase contact information of prospective customers, it is also associated with lower return on email marketing.
3. Make Your Emails Readable
In today’s fast-pace world, it has become increasingly difficult to capture attention to customers and compel them to spend a few moments on reading your email. Therefore, make sure that your emails contain valuable information so that your readers don’t feel like they are wasting your time and end up marking your email as ‘Junk’. Make sure that the font is of appropriate size. Don’t use red-colored font as many email servers mark emails with red font as spam. Spelling mistakes are another factor that may cause your emails to end up in the spam folder.
4. Make Intelligent Use of Images
Images sure look enticing, but use too many of them and they become a major turn-off. Large size images also cause your emails to get filtered as spam. Therefore, if you are using images, make sure that they are of the right size and positioned strategically to make your emails look appealing.
These are a few tips that you can use to get a higher return on email marketing. If you are interested in learning more, you may read the books that I have written for both new and experienced real estate agents. These books contain detailed information on real estate prospecting, marketing, negotiation, and more. You can find them here. I am also arranging a workshop on Wealth Building and Real Estate Investing. You may register for the workshop here.