Email Marketing Mistakes

email mktg2Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. It still one of the most powerful and lucrative ways for agents to generate leads, get listings, and close more sales. It may not sound as “sexy” as Facebook, Twitter, and Instagram, but savvy agents who know what they’re doing can get great results. Email’s massive success is because it has a very personal approach. If someone is waiting for an important business update, or to hear from a friend, it almost always comes via email, which is one of the main reasons people tend to be glued to their devices all day.

To make sure that you know what you’re doing, here are some common mistakes agents make when they create email content.

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  1. They offer promotional content with no real value. Instead of hard selling, offer some useful information that benefits their lives, like how to spruce up their yard, or an update on local real estate trends. Everybody knows your email’s main function may be to promote, but readers are mindful of sales jargon.
  2. Generic or cliché subject lines. Avoid the “delete massacre.” To survive this, your email needs a subject line that’s original, stands out, and builds curiosity. You can try asking a question, making a promise, or offering ultra-specific advice.
  3. Not enough newsletter-style updates. It’s a big no-no to just send email if there’s a new listing to announce. You should also send a monthly newsletter about recent successes, like your agency’s home sales over the past quarter. This is a good way to show what you can do for them. They might want to read about current market trends in their neighborhood.
  4. Erratic, unpredictable schedule. Consistency is a must. If they don’t hear from you in a few weeks, and then suddenly get bombarded with emails, they may not appreciate it. Create a schedule, may be once a week or even once a month. Stick with it, so people know what to expect.
  5. They’re afraid of long emails. Longer email = less effective. The ideal email length is the amount that’s necessary to convey your message. People read content that’s interesting and concise, as long as there’s not too much fluff or unnecessary words. Something not too wordy, keep it neat and organized.
  6. They forget to be personal. People want emails from PEOPLE, not COMPANIES. Personalize the signature section like instead of “Best Realty,” it should say “Your Name from Best Realty.”
  7. They skip the “P.S.” Lot of people read the end of your email before the middle, because it’s shorter and less intimidating. Make sure to end with a powerful “PS” message, and maybe even a call-to-action.
  8. Weak (or no) call-to-action. Just give specific instructions. This can be as simple as “call for more information,” or “reply to this email if you have a question.” Your potential client might need to know what you want them to do.

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If you avoid these and follow email marketing best practices, you can leverage your campaign for maximum results, including lead generation, new listings, and more. Use these strategies to get more listings and close more sales.






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