If content is king, then email marketing is queen. Email marketing has a lot of potentials that many businesses don’t realize. An effective email marketing strategy can boost your brand’s visibility.
One of the biggest mistakes you can make right now is not taking advantage of email marketing. It is one of the most productive communication channels that allows brands to shape relationships with their customers.
An email list that is well looked after can be a significant asset to your business that can help improve your overall performance. In this post, we will look at a few tips that will help improve your email marketing.
1. Know your target audience
For defining your email marketing strategy
This means understanding what is going on in their minds, what problems they are facing, what they need, and what they desire. As a real estate professional, your role is to provide value.
If you know your target audience well, the content you offer will be more effective, resulting in better performance.
- Pay attention to your social media engagement. What type of content and topics does your audience prefer the most?
- Pay attention to reviews. Whether they’re social media reviews or product testimonials, note down everything that helps you develop a more concrete buyer persona.
- Get in touch with your prospects. Offer them a discount and ask them to help you get to know them better. Ask questions and feedback.
- Use niche forums and Q&A platforms to figure out the most pressing issues that your target audience faces at the moment.
2. Keep your emails short, concise, and valuable
Email marketing isn’t supposed to be long and boring. You need to make your emails valuable to your customers, so you will need to adjust them to what the customer prefers.
Short emails that are concise and provide value tend to perform the best. Instead of overwhelming your prospects with a long piece of content, it is better to lead them to your website where they can learn more.
The goal is to make subscribers aware of the value of the product. If you are promoting an article, it is important to include a brief description of the topic and the benefits the reader will gain from reading it. You should also include a call-to-action (CTA) at the end of your email.
After telling your potential customers about your services, send them to your landing page.
Write only relevant words. Delete anything unnecessary and put yourself in the reader’s position. Whenever you want to present more information, it is best to break it into chunks. This will make it easier for your audience to digest and understand. Use more paragraphs and leverage bullet points to make the text more skimmable.
3. Optimize your email subject line
Your headline is your chance to make a first impression, so make it count! You are not only competing with the other subject lines in your customer’s inbox, but you are also competing with the entire internet for their attention.
Thankfully, there are tools that can help you improve your email subject line, such as Omnisend’s free subject line tool.
The subject line tester analyzes your subject line to see if it follows the best practices that have been tested by the entire Omnisend marketing community. This tester will assess your subject line and give you pointers on how to improve it right away.
You can make sure your email’s subject line is effective by tailoring it to your customer and your email. A good starting point for finding the right subject line is to keep it relevant to your email’s content.
4. Properly optimize your headlines
Here are some headline optimization tips:
- Use your subscriber’s name in the sender field.
- Leverage power words. These words are emotional and they directly impact the subscriber’s subconscious perception. They are known to be great conversion boosters.
- Use numbers and stats to make your headlines catchier.
- A/B test your headlines.
- Leverage the preview text that appears right near your subject line. These are the first words that you’re typing in the body text, so make sure they’re properly optimized.
5. Provide quality content written by a unique voice
You will not be successful in your email marketing campaign unless you understand what is really going on.
An email subscriber will continue to click on your emails as long as he feels he is getting valuable information, opportunities, and products. If your content is not interesting or useful, people will stop reading it. That’s how the world works. We only want to do things that are valuable and important to us.
A quality-over-quantity approach is suggested. Write fewer emails but make them stand out. It’s important to develop a unique voice for your brand and get your subscribers comfortable with it.
Write as if you are speaking to a small audience. Value is the most important thing to focus on.
6. Segment your list and personalize your emails
Email marketing segmentation is a way of dividing up your email list into different groups so that you can send them more targeted content. This is useful because it means you can give your subscribers the information they actually want to read, which in turn will make them more likely to engage with your emails.
If you want to improve conversions, the best way to do it is to segment your list. This way you can target different types of personalities who have different needs and desires. For example, if you have an audience who is retired or nearing retirement and looking to downsize, you would want to send them listings that fit that bracket.
7. Make sure your emails are mobile friendly
According to research, 71% of people will delete an email if it does not display correctly on their mobile device. If you want to make sure your email doesn’t get automatically deleted, you need to create content that is optimized for mobile devices and that looks attractive and interesting on a smartphone.
You should use responsive design to create your emails if you’re not using an email service that lets you test how your messages will look on different devices. A new study from Yesmail shows that brands who have responsive design in all of their emails have a 55% higher mobile click-to-open rate than brands who don’t have responsive design in any of their emails.
8. Consider text-only emails
According to Copley Broer, who manages LandlordStation, the best type of email to send is one with links to content or products that is text-based. Images may look appealing, but most email clients, like Outlook, automatically block them. This often results in recipients only seeing broken images, instead of the intended visuals.
9. Send your emails from a real person instead of a ‘no reply’ address
Statistics show that 64% of email subscribers open an email based on who it is from. No one likes receiving an email from email@example.com.
Email campaigns that come from members of a company’s marketing or customer service teams, or even the CEO, are more likely to get replies that won’t be bounced or ignored.
10. Personalize your email
Email campaigns that are not customized will not be well received by your contacts. Personalization can make people more likely to open your email and then engage with the content inside.
Start with the basics, like adding first names to the subject lines. The best way to use advanced data is to explain to the reader what it is, why it’s important, and how it relates to the reader. If you have access to more advanced data, you can use it to create a more compelling call to action in your email. The best way to do this is to explain to your reader what the data is, why it matters, and how it relates to them.
The more recipient data you can use to personalize the messages, the more powerful the campaign will be.
According to Kraig Swensrud, CMO of Campaign Monitor, subscribers now want messages that are much more relevant to their individual interests and needs, rather than the mass emails that were sent out in the past.
Adding personalization to your email marketing campaigns is a proven way to increase click-through rates. Subject lines that are personalized are more likely to be opened 26 percent of the time.
11. Have a clear call to action (CTA)
One of the most important aspects of email marketing is having clear calls to action. It doesn’t matter if you’re driving traffic to a page, getting people to call a number or asking for form submissions. The goal is to get people to take action.
If you want to make sure your email marketing campaign is effective, test it out by showing it to a friend or spouse and seeing if they can tell what they need to do within 5 seconds.
Every email you send should have a specific purpose, such as getting the recipient to buy something, learn more about something, or sign up for something. Don’t beat around the bush. If you want people to take action, it’s better to place a bold button or graphic in a prominent spot near the top of your message, rather than a simple “Click Here” link at the end.
The shorter and more concise your text is, the more likely your subscribers will be to engage with it.
12. Keep the preview pane in mind
Make sure that important information and calls to action are visible even when images are blocked by placing them in the upper left quadrant of the email. Most people will look at the preview window, the “from” line, and the subject line of an email before deciding whether or not to open it.
13. Optimize your pre-header text
Pre-headers are essential to increasing response rates. Your pre-header text should support your subject line and provide another reason to open the email. You can do this by leading with an offer, using personalization, and creating a sense of urgency.
14. Regularly update and cleanse your email list
It’s important to keep your recipient list as clean as possible. Lists that are kept up-to-date tend to have more engagement than those that are not. Remove any addresses that haven’t been engaged in a while, and separate your list by level of engagement.
Sending email marketing campaigns to unengaged subscribers can worsen email deliverability. Remove subscribers who haven’t opened an email in the last 12 months and focus on those who do engage with your campaigns.