Marketing

How to generate more leads from your email marketing campaigns

Despite widespread predictions to the contrary, social media has not killed email. In fact, according to research by McKinsey & Company, email is 40 times more effective at acquiring customers than Facebook and Twitter combined.

However, not all email marketing campaigns are created equal. Here’s how to ensure your campaigns are primed to generate quality leads.

1. Build a better email list

Your email marketing campaign is only as good as your mailing list. Ensure an email subscription box is located front and centre on your website. Offer free downloadable ebooks in exchange for email sign-up; run contests and giveaways with entry via subscription opt-ins; collect email addresses at offline events such as open houses; add QR codes for email sign-up to your direct marketing materials; and add email sign-up links to your agents’ email signatures.

2. Segment your audience

The key to generating quality leads from your email campaigns is to deliver relevant, targeted content that creates connections with your audience. To achieve this, you need to segment your list into demographic groups and hit them with customised content designed to appeal to their specific interests. For example, content that appeals to first-home buyers may alienate investors and vice versa.

3. Set up a content schedule

You need to build relationships with regular, consistent content delivered over time. Integrate your email campaigns into your overall marketing plan and set up a content schedule that includes both evergreen and time-sensitive content. For example, mix market update articles (time sensitive) with how-to guides (evergreen) for a balanced content schedule.

4. Promote social sharing

While social media has not eclipsed the power of email, it should remain a component of your marketing activities. Ensure social sharing buttons are included in all of your email communications and consider social shareability when designing email content.

5. Optimise deliverability

Select email marketing software that will assess the spam score of your email campaigns to help push them through firewalls and spam filters and into the inboxes of your leads. Also, use your software to track your bounce rates to comb out invalid email addresses.

6. Design for mobile

The number of people accessing property related information on desktops verses mobile devices is already on a parity. Email content is also highly likely to be viewed on a smartphone first. Consider the time of day you send your emails and what your readers are likely to be doing. Ensure both the email and the full article content are responsive to and readable on different mobile devices.

7. Track performance metrics
Creating engaging content may be more art than science, however using your email marketing software to track performance metrics, such as open rates and clickthroughs, will reveal exactly which aspects of your email content your audience enjoys reading and which they do not. The results of every email marketing campaign you run should inform the next.

Find out how Campaigntrack can help take your email marketing to the next level.

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Shane Conroy

Shane Conroy

Shane has worked as a journalist and freelance copywriter for more than a decade. He is a columnist on Real Estate Business Online and is the author of ‘The Complete Guide to Writing: Property Listings’.