There’s a fine line between staying in touch and being annoying.
In this blog post, I’ll help you determine whether or not your emails have crossed that line. All you’ll need to do is ask yourself five questions:
- Is my email useful?
- Is it relevant?
- Is it a quick read?
- Is everything in good working order?
- Are my recipients engaged?
And if it turns out you are annoying your leads, there’s no need to worry. I’ll tell you how to transform your emails from nuisance to must-read!
So, let’s dive deeper into each of these questions.
1) Is it useful?
Does the content of your email teach the reader something? Or does it provide a tool—a PDF guide, or maybe a link to your property search tool? If the answer is No to all of the above...your email isn’t useful. And that makes it annoying.
This is the #1 rule of content marketing: Make it useful. Make it worth their time. Provide value.
To do this, you must first have a good understanding of your different types of leads’ needs. You also need to have them nicely segmented within your CRM (a big, juicy topic for another day). Having insight on your audience will allow you to provide them with valuable, tailored, incredibly useful emails, such as:
- A drip campaign for first-time buyers that explains each step of the process through a succession of emails
- Monthly housing market updates for leads interested in real estate investment
- Home improvement tips for your past clients (who are actually your most valuable leads)
Your lead nurturing email shouldn’t be a sales letter. It should be something useful and valuable that gets you one step closer to earning their trust.
2) Is it relevant?
It’s not enough to be useful to any person at any point in time. So, is your email relevant to where the reader is in their buyer/seller journey? Relevant to where they are in life?
Don’t send an article on the Top Cities For Retirement to leads who are in their 20s. And don’t send information about selling a home to your renters.
If the content isn’t relevant, it’s not useful. And it’s annoying.
3) Is it a quick read?
Does your email beat around the bush, or does it get right to the point? Straightforward is the way to go if you don’t want to be a nuisance.
After you’ve written your email, go back through and see if you can cut anything. Eliminate fluff.
If the topic of your email really does require a longer explanation, be sure to break up the text using short paragraphs, headings, and bolded text.
Get right to the good stuff. These people don’t have all day.
4) Is everything in good working order?
This question addresses the more technical aspects of your email. Do all of the links work? Is your text properly formatted—consistent size, font, and color? Are your merge fields written correctly—no missing brackets or misspelled words?
Always send a test email to yourself to make sure everything functions and displays as it should. An email with formatting errors feels careless. One missing bracket results in a message addressed to [Name]], which totally blows your cover (even if they already guessed that your emails are automated). And your email certainly won’t be useful if that handy link is broken.
5) Are my recipients engaged?
How many people are opening your emails? Are they clicking on links? What is your unsubscribe rate?
These metrics are great indicators of whether your leads are finding your emails valuable or annoying. Monitor opens, clicks, and unsubscribes closely. If your numbers start moving in the wrong direction, you may need to adjust your content, frequency, or send days/times.
If you're just getting started and need some benchmark statistics to measure against, check out MailChimp’s Average Email Campaign Stats of MailChimp Customers by Industry. The statistics for the real estate industry include:
- Open rate: 20.84%
- Click rate: 1.91%
- Unsubscribe rate: 0.31%
We’ve all received annoying emails that drive us to unsubscribe (or, worse, to harbor ill feelings for the sender that grow stronger every time we get yet another email from them). These emails are irrelevant, or provide zero value, or are just way too long.
Don’t let your emails become an annoyance to your real estate leads. Make sure each email you send is useful and relevant. Eliminate fluff to make it a quick read. Test and proofread your email for errors. And continue to monitor your email analytics for engagement (opens, clicks, unsubscribes).
If you do it right, your real estate leads will actually look forward to getting your emails!