10 Commandments of Email Marketing: Smart Ways to Build Effective Campaigns, Part 1

Email marketing is one of the most popular marketing tools for real estate agents, and it’s no wonder agents love it. After all, email marketing conversion rates are 40 times that of Facebook or Twitter. And email has almost 3 times the users of either social network.

But it won’t work for you if you don’t do it right. Want to build effective campaigns? Then you need to follow what I like to call the Ten Commandments of Email Marketing. Here are Commandments 1-5; check back next week for the rest.

1. Thou shalt choose wisely.

Building a successful email marketing program starts with your choice of an email service provider (ESP). Don’t settle for a “freemium” provider that doesn’t have the features you need to reap maximum ROI. Look for features such as lead capture, mobile-first formatting, grouping/segmenting capabilities, insightful analytics and good customer support.

And always, always ask about delivery rates—emails do you no good unless they actually reach your audience’s inbox. A good ESP will have a delivery rate of at least 95%. If a provider won’t disclose their delivery rate, run the other way.

2. Thou shalt obtain opt-in.

American anti-spam laws do not require opt-in, but it’s just good practice. Send marketing emails indiscriminately, and people are likely to mark them as spam—which can get you blacklisted by your ESP. A good rule of thumb is to send only to people who have done business with you in the last 18 months, or who have knowingly signed up for a marketing list.

If you want to get really conscientious, send a confirmation to verify that there really is a person behind the email address. This is called “double opt-in,” and it’s known as the Holy Grail of email marketing because it guarantees that you’re sending to a receptive audience.

3. Thou shalt be visual.

Make sure your email marketing service can put video front and center – and actually get it to your audience’s inboxes.

Compelling visuals put you ahead of the pack and hold recipients’ attention. Your visual presence starts with template design. A good email marketing service will offer plenty of free options; choose something clean and modern that complements your logo.

Also include a prominent photo or video thumbnail “above the fold” (the area recipients can see without scrolling). This will encourage recipients to read the entire email or click through to your website. Video, in particular, can increase click-throughs by up to 300%.

4. Thou shalt segment thy list.

Shotgun emailing doesn’t work, plain and simple. People will simply delete emails that contain irrelevant information – and then not open anything from you in the future. If you want to keep your audience, segment your list into smaller groups so you can send based on geography, buying/selling status, family size, etc. Trust me: your open rates will thank you.

5. Thou shalt provide quality, meaningful content.

Email marketing, like all content marketing, is not for blatant self-promotion. It’s a chance to establish yourself as a trusted expert by providing readers with helpful information they can actually use. A good rule of thumb is the 80/20 principle: your emails should be at least 80 percent useful content and no more than 20 percent self-promotion.

The quality of your content is also important. Make sure articles are short, well written, accurate, and timely. Occasional candid photos are fine, but any listing photos or video should be professionally produced. Email marketing is a time to put your best foot forward. Sloppy content will make you look like an amateur.

That should give you enough to get started with. Come back next week for Part 2!