Understanding Email Marketing’s Potential For Real Estate Professionals Part 3

January 19, 2010

These relationships are based on a deal the ESP makes with them.  The ESP will say to the ISP, “all of our customers have opt-in, permission based lists, so their emails to these lists are not spam.  Therefore, please allow all of the emails sent from us to go directly into your clients’ email accounts, bypassing the spam filtering technologies you use”.  This is very important because most people infrequently or never check their spam folders, so you don’t want your emails going there.

2) Professional Email Templates: You want your emails to look as professional as possible.  ESPs always have many (sometimes hundreds) of templates you can use for your emails.  They’ll have newsletter based templates and postcard based templates for sending Just Listed or Just Sold updates.  These templates will also be designed to not trigger spam blockers.

3) Email Marketing Know-How: ESPs have hundreds, sometimes thousands of clients sending emails through them.  Many of these ESPs will offer plenty of know-how on improving the overall impact of your email campaigns.  For instance, many ESPs offer free webinars, white papers and other resources on improving your email’s subject lines, getting better response from campaigns, how and when to use offers and limited time discounts, and how to integrate email marketing with your social media efforts.  To start, the best topic to learn about is email subject lines.  Your email subject lines are an absolutely critical part of your email campaigns.  Focused, specific subject lines get people opening and reading your emails and visiting your website.  Vague, general subject lines often cause your emails to get ignored.

4) Campaign Reporting: ESPs provide you with robust campaign reporting data your email software and internet service provider can’t.  This is very important information because it will give you indications about were your prospects are at regarding buying or selling their home.  For instance, you can know which of your recipients has opened your emails and which links they’ve clicked (if any).  If you find a given recipient is opening your newsletters but not your fliers, they’re most likely in research mode now and not going to buy or sell soon.  If you find a particular recipient is not very interested in your newsletters, yet is frequently opening your flier emails, chances are they’re going to make a move soon.

Filed under: Using Email For Attracting Buyers/Sellers

Tags: branding, email inquiries, email newsletter, email prospects, email subject line, email training tips, marketing, prospect, prospecting, real estate email newsletter, real estate internet marketing, real estate internet marketing tips, real estate internet training, real estate training, realtor education, realtor email newlsetter