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There is a reason why email marketing remains the primary mode of communication for most businesses- it is highly effective.  According to Constant Contact, for every $1 you spend email marketing, you can expect a $38 return on investment.  When used deliberately and thoughtfully, email marketing can help you generate more leads and stay top of mind with clients.  Read on for 6 tips on how to maximize your email effectiveness and turn contacts into clients.

  1. Do you have a plan in place? Too many leads are lost simply by a breakdown in the sales pipeline. Have a clear strategy for interacting with and engaging new prospects, staying in touch with existing clients and industry partners, following up with warm prospects who respond to an email and expressed interest, and re-engaging cold leads. Make sure your plan enables you to follow up quickly and consistently. Losing a contact means potentially losing a sale. Invest in a good CRM platform that keeps track of all your contact communications, allows you to categorize and filter contacts, move leads through the sales funnel, and provides an overview of potential business opportunities.
  2. Provide valuable and relevant information. The goal is to share content that demonstrates your knowledge of the marketplace, so when a client is ready, your name is top of mind.  Consider sending out monthly newsletters or emails that feature available properties by area, news about upcoming neighborhoods, the value of recently sold homes in particular markets, and helpful insider tips for buyers and sellers.  You can add a personal touch by sending thank you emails to clients for referrals and warm wishes to all your contacts during the holidays.
  3. Segment your list of contacts by type, for example: Potential Buyers, Potential Sellers, Existing Buyer Clients, Existing Seller Clients, New Leads, etc. By segmenting, you can better identify opportunities for custom content and increase your open rate by making sure your contacts are receiving content that is meaningful to them.
  4. Be consistent.  Your emails should have an identifiable look and feel and be a strong representation of your brand.  If you send out newsletters, be consistent as far as timing (ex. every second Tuesday at 9 am).
  5. If you have a sizable database, you may want to look into Marketing Automation. Marketing Automation lets you not only schedule emails but trigger emails to be sent by certain behaviors.  For instance, if you add a new contact who filled out a form on your site to a new lead list/workflow, you can set it up so that they automatically receive a welcome email, are automatically signed up for your newsletter, and/or are but on a targeted drip email campaign.  Depending on the sophistication of the platform, you can send follow up emails to that same contact based on whether they click certain links/visited specific pages, and/or opened emails in a sequence.
  6. Test and find the right balance.  You want their feelings about you to be entirely positive.  Pay attention to open rates to gauge your contacts level of interest and build from there.  Be sure to include an unsubscribe option as a best practice and to avoid your emails going into spam.

Be thoughtful and careful of the content that you email, but don’t be afraid to follow your intuition or show off your personality. It can take time to work out the perfect strategy, but if you are willing to put in the effort, you can effectively grow your business with email marketing.