During the pandemic, many email marketers faced challenges and made several email marketing mistakes. With people prioritizing only bare necessities, shopping activities declined, posing difficulties for real estate companies to effectively market their listings and close deals. Consequently, the number of emails sent decreased, resulting in a decline in email open rates. Understanding these email marketing mistakes can help marketers adapt and improve their strategies during challenging times.
Fortunately, there are still many ways you can boost your email marketing campaigns and get your real estate business back on track.
But first, here are some reasons email marketing campaigns for real estate aren’t as efficient as they could be:
You Don’t Have Goals
A common mistake among many email marketers is the lack of campaign goals. When you launch email campaigns, you need to have clear goals first. Remember, the success of any brand relies heavily on its ability to set its goals and align and execute priorities. Employees are an important part of this process because their engagement level must be aligned with the brand’s objectives.
One of the effective ways to set company goals is through the Objectives and Key Results (OKR) method. Through this method, it’s all about your company’s objectives, which should be aligned across the part and departments. The key results explain how the company must achieve the goals, but they need to be measurable, moderate in number, and have proper set deadlines.
To kick off your OKRs, start with setting realistic objectives and follow up with smaller ones. Make sure they are supported across the board and must be measurable.
Lack of Targeted Content
Non-targeted email campaigns will not generate your brand’s desired results, especially during a time of crisis. Make sure you use insights for your campaigns. When it comes to getting to know your target group, you need to keep in mind that this is beyond gender, location, and demographics.
It’s essential to rely on insights from the users who browse your real estate listings. In addition to that, make use of feedback you receive as this will be helpful to create targeted content.
With that, don’t be afraid to ask for customer feedback. In most cases, people want brands to know what they want to say. When you have the information you need, segment your campaigns to offer only relevant products.
Lastly, make sure your emails are written well, but the same kind of writing must be applied to website content.
Ineffective Subject Lines
The subject of your emails is important. In fact, they decide the fate of your email, which is why you need to take care of this carefully. Effective subject lines are clear, catchy, and short. One important thing to remember when writing subject lines is to not go beyond 41 characters. Also, make sure the subject line is not cut.
Another tip to create attractive subject lines is to use keywords or buzzwords that will make people click. Make interesting subject lines that will catch the attention of your target audience.
Email marketing for real estate may be a challenge today, but there are solutions to help you sell properties. Knowing these three common mistakes will guide you in making more efficient strategies that will help boost your sales.
Supercharged Offers offer email marketing services for real estate businesses. We can help you create effective email campaigns to boost your brand. Contact us today to get started!