The original Mona Lisa is priceless, but you can buy a $10 version from any poster shop because mass produced items are always cheaper than their one-of-a-kind inspirations. The same value proposition holds true for your email marketing.
Do the emails you send to stay in touch with clients have unique value or are your competitors sending the same email or robo-blog post to your clients?
In today’s real estate market, much of the “stay in touch” emails used to build relationships with clients and prospects follow a me-too formula.
It’s usually a campaign of drip content set up via the broker’s intranet and shipped out once a month by every agent in the office. If you share a prospect with the agent across the sales floor or across town, your clients may get the same email on the same day from another agent.
The client instantly realizes the content isn’t special and isn’t really from you.
Even viewers who recognize your name will give you only a few seconds to grab their attention via your subject line and the few words that show up in the preview pane of their email.
Try these nine tips for getting the clicks you need to succeed:
- Your word budget = 50 characters. Overspend it and your open rate will drop. Envision your subject line as a promo from a magazine cover.
- Identify yourself. Your clients screen emails and delete marketing messages from strangers. Using a consistent short phrase increases recognition.
- USING ALL CAPS MAKES YOU LOOK LIKE A SPAMMER. Use capitals sparingly.
- If your email is neither exciting nor relevant, exclamation points won’t make it so!!!!!!!!!!!!!!!
- Customers value your local real estate market knowledge. Highlight it by putting the name of your market in the subject line. If you’re blogging about a local paving scam, your subject line might be: Driveway Scammers Go Door-to-Door In Smithtown.
- Questions can grab attention when they trigger a need to answer. You could also write about the scammers like this: Have Smithtown Driveway Scammers Hit Your House?
- Tell me what’s in it for me. Shoot for a subject line that promises a benefit or the solution to a problem: 3 Ways to Outsmart the Smithtown Driveway Scammers.
- Avoid these words: Free, help, percent off, reminder. Would you open this email: Reminder: Free Help Still Available for Homeowners Hit By Driveway Scammers?
- Focus on what your viewers are most interested in: See Where the Smithtown Driveway Scammers Hit.
Don’t get this? Go with an email service provider who knows your market – homeowners. Our customers can set their email’s subject line as the title of the first article. That’s handy backup for times when they don’t add custom copy or for those too busy to write great subject line.