Do you stay in touch with past clients using newsletters & email marketing? Staying top of mind is so important for driving referrals, but keeping readers interested can be tall order when you’re competing with over 838 billion marketing emails that are sent each year. Here’s our top 5 tips for improving your email marketing.
1.Create to the Point Subject Lines
According to Convince and Convert, 35% of recipients open emails based on subject line alone. Make sure your subject lines are clear so readers know what it’s about. Avoid subject lines in all caps or with words like “FREE”, “% OFF”, “SAVE $” or “FREE QUOTE”. These types of subject lines are triggers for email spam filters, meaning your newsletters end up in junk folders.
2. Segment Your Contact List
Writing relevant emails is key for increasing open rates & conversions. Segment your contact list and send separate newsletters to each group so your emails are relevant. For example, you could have different email campaigns for buyer leads, seller leads & past clients.
3. Keep it Fresh
Avoid turning email newsletters into promotional flyers…. Write content that’s relevant to your contact list to keep them interested. While some content can be sent to all of your readers – like information on community events – other topics aren’t relevant. For example, sending new listings to potential clients is a great idea, but past clients that have recently purchased a home won’t be so interested. Instead, send home maintenance tips.
4. Make Emails Mobile Friendly
Did you know that 66% of emails are opened on a mobile device??? Make sure your templates, images & videos are mobile friendly. If not, your readers will just hit delete.
5. Start Tracking
To improve email marketing campaigns, start tracking performance metrics – like delivery rates, opens & click throughs. Analytic tools provided in email marketing programs make it easy. See which emails have the best performance, then use these as your guide to increase engagement.