10 Commandments of Email Marketing: Smart Ways to Build Effective Campaigns, Part 2

This is the second part of our two-part series on the 10 Commandments of smart email marketing. Commandments 1-5 included tips for choosing a good email service provider, targeting your content, and maximizing click-throughs. Here are Commandments 6-10.

6. Thou shalt reward thine audience.

Recipients will recognize constant giveaways for what they are: desperate pleas for attention. But occasional gimmes can build loyalty and goodwill, especially when the prizes are targeted and meaningful. Do something real estate-related that engages your audience, like a “name the neighborhood” photo contest where the winner receives a giftcard to a local establishment.

7. Thou shalt not over-treat.

It’s called “drip marketing” for a reason: you’re not supposed to flood people with messages. Every audience is different, but your ideal frequency will likely fall between once a week and once a month. If you see your open rates start to drop or your opt-outs start to rise, it’s time to pull back. And be strategic in your use of automated email blasts—make sure they have a definite purpose and make sense for where your recipients are in their relationship cycle with you. Recipients should feel appreciated, not stalked.

8. Thou shalt offer opt-out.

Anti-spam laws require that email marketing include a clear and easy opt-out method. You must fulfill any opt-out requests within 10 business days. A good email service provider (ESP) will offer a reliable, automated opt-out option. If you don’t have an automated option, you may want to designate a particular email account (e.g., remove@starbrokerage.com) to receive opt-out requests, then schedule a weekly time to review it and respond.

9. Thou shalt examine thine analytics.

At minimum, your ESP should provide analytics within the email program. These should include delivery, bounce, open, click-through, and opt-out rates. The best ESPs also include integration with Google Analytics, so you can see how your email marketing impacts traffic to your website. Analytics reports should be easy to read, with clear metrics and visual aids.

Analytics from your ESP should cover key data points, such as your delivery and open rates, and be easy to understand.

It’s very important to review these reports regularly so you can assess the effectiveness of your email campaigns. Check the analytics after every blast, look at trends over time, and measure your performance against industry benchmarks (according to MailChimp, real estate emails average a 22 percent open rate, 2.2 percent click-through rate, and 0.8 percent bounce rate).

10. Thou shalt use what thou hast learned.

Analytics are meaningless if you don’t actually do something with the information. If you’re outpacing industry benchmarks, good for you! Keep refining your technique to get even better. If you’re lagging behind in any area, do some research or experimenting. Try some of the tips I’ve offered here, or check your ESP’s blog for advice. Then put some of the ideas to the test—but just one experiment at a time, so you can tell what’s making the difference.

Email marketing is a key tool for growing your real estate business. Do it right, and you’ll reap big benefits. Take what you’ve learned here, and go forth and market!