With email marketing being such a large part of the real estate business there is no shortage of advice on best practices. Here are the basic mistakes many agents and brokers make when leveraging email marketing. Steer clear of these items and you will be miles ahead of everyone else. All guidelines below are courtesy of Mailchimp.com, a great resource for learning everything you ever wanted to know about proper email etiquette:
Not having permission: Before you send any email-marketing material, you should always have permission from every single one of your recipients. This is a non-negotiable.
Being in a rush: Rushing and not thinking through email design, content, and subject lines can have a big impact on your open rates and spam reports.
Assuming people remember who you are: Did everyone on your list specifically give you permission to email them? If not, then you‘re just assuming they want to hear from you. This could be the mistake that gets you reported as a spammer.
Writing like a used-car salesman: Don‘t use pushy sales copy, like “BUY NOW!!!!” or “LIMITED TIME OFFER!!!” in email. It‘s obnoxious. Plus, Spam filters will penalize you for using what they consider “spammy” content.
One last thing. If you think you are spamming then you are spamming: We all know that sending an open house announcement to a list of purchased names is highly frowned
upon. Spam doesn‘t work and negatively impacts your ability to communicate electronically on important things like deals closing. Go with your instinct and cross check with the list above.
Permission based email marketing can absolutely be effective in advancing your real estate business. When abused it can hurt your online and offline reputations. Use it wisely and prosper.
Good luck and feel free to reach out to me if you need assistance with your marketing efforts.