Improving Your Open And Click Rates

Improving Your Open And Click RatesWhat Are Open And Click Rates?

The open rate is a percentage that tells you how many successfully delivered newsletters were opened by subscribers. The click rate is a percentage that tells you how many successfully delivered newsletters registered at least one click.

Why Open And Clicks Are Important

Open and click rates can give you a good idea of how your newsletters are performing with a particular list. If an open rate is strong, it usually means your subject lines resonate with your audience. If your click rates are good, the message content is relevant to subscribers who open the newsletter. So, how do you know if your rates are good?

According to a leading email delivery source, the average open rate for the Real Estate industry is 22%. The average HomeActions subscriber far surpass this rate with an average open rate of 30%. (based on 3 million e-newsletters sent per month). HomeActions knows Content is King.

How To Improve Open Rates

A low open rate generally indicates:

  • Your subject line is not relevant or interesting enough.
  • Your member list is outdated or contains a wide variety of subscribers unrelated to your target.
  • You may be sending too many or too few campaigns​.

Test Your Subject Line

The best way to know what resonates with your subscribers is to try different things. An effective subject line clearly describes what’s inside your campaign, but you’ll want to test a few variations to find out what works best for your list.

Draft two subject lines that differ slightly, for example, “News you can Use for {date}” and “Homeowner Tips for {date}”. We recommend only testing one variable at a time, in this case the subject line, so that your report data is clearly linked to just one change. Then send out your newsletter one time using that subject line, then the next launch, choose the other. Then compare what subject line delivered better open rates. Keep testing/modifying to your get the results expected.

How To Improve Click Rates

Your click rate essentially tells you how many of your subscribers find your newsletter content useful. To improve your click rate, you’ll need to create content that’s useful to more subscribers. Try these suggestions:

  • Embed more links – your newsletter offers 6 personal + 3 social media links, use them all.
  • Insert a Banner from our Library then embed the URL link to take your reader to an interesting site (example-“What’s Your Home Worth?)
  • Include articles on your Open Houses and New Listings – then set a Real-Time Alert to get warms leads right to your Inbox.

How to Write About Politics Without Getting Blasted

How to Write About Politics Without Getting BlastedAs a Realtor, your job is to interpret the real estate market for clients. Should your interpretation include commenting on politicians’ attempts to influence and regulate homeownership? Or should you just keep your mouth shut and hope your clients’ political yard signs aren’t blocking your for sale sign?

I believe that when you do it right, talking about politics can position you as an informative commentator. Done wrong, it can alienate your client base.

Here’s a simple two-question test that tells you which political issues will help improve your reputation and which will cost you customers:

1. Does the issue influence my clients’ home value or their ability to buy or sell property?

2. Is NAR’s position on the issue one that benefits my clients, too?

If you answer “no” to ether question, it’s not a good issue for your communications with homeowners. An issue is only appropriate to discuss with clients if it’s directly related to real estate. When an issue benefits Realtors but not homeowners, you’re wise to avoid the topic, too.

If you can answer “yes” to both those questions, the political issue is one you should be talking about to your client base. It benefits them to know about it and it benefits your industry as well.

Political Topics Garner Clicks

That was the case with one of the most-read articles among the nearly 3 million newsletters HomeActions sent out last month. House Democrat Wants Big Changes In Credit Reporting explored changes in credit reporting proposed by California’s Rep. Maxine Waters. If it passes, the bill would likely make it easier to get a home loan, creating more potential homebuyers. That’s a win for homebuyers, home sellers and Realtors.

The key to covering politics without offending anyone is to write about the bill rather than partisan politics. You’ll know you’ve done a good job at that when you get comments back from people who agree and from people who disagree with the proposal, but no comments from people criticizing you for supporting or opposing the bill.

You’ll Get Comments

Here are some examples – real comments from viewers who had something to say about Maxine Waters’ attempts to change the way credit reporting works:

There were homeowners who applauded the bill: Current system is unfair to all citizens! What she is proposing is very fair, because items in the Credit Bureaus are one person’s opinion, not the truth!!

There were homeowners who think it’s a bad bill: She basically wants to hide bad credit. Did we not learn from the 2008 meltdown? We should not lend to those who can’t or won’t make the payments!!!

And there were people who think there are more adept politicians than Rep. Waters: Maxine Waters is an idiot… and would put us back in recession to get reelected.

But the most telling comment (and the one you want to see come back to you when you write about political issues) is this one: Thank you for gathering this information for us.

While thousands of homeowners read that feature, not a single comment came back criticizing our Realtor clients for supporting or opposing the Waters bill. Because the coverage did neither. It simply outlined what Rep. Waters wants to do to change credit reporting.

When you write about politics, you’ll almost always get people fired up. The key is getting them fired up about the issue (or the politician) rather than fired up about your personal political views. Stick to the facts and let your clients form their own opinions and you’ll always be seen as an expert in all things home-ownership.