Are you doing the best you can do with your real estate company’s email marketing strategy? If your open rate is high you might assume your efforts are paying off, but if you have a low click-through-rate, your strategy is not running its full, intended course towards your ultimate goals.
A click-through-rate evaluates the engagement your recipients are making with your email through calls to action (CTAs), which appear as graphics or text that encourage a reader to click through to take them to a place on your website, or to sign up to receive certain content in exchange for more lead-generating information.
Clicking a link within your email is evidence that your message effectively moved someone to take an action. Whether your company’s goals are more site visits, increased number of social media followers, lead generation, or one of many others, focusing on boosting your click-through-rate will help you to achieve your goals. Check out these helpful tips on how to increase your real estate company’s email click rate today!
Make Your Content Relevant
Certainly, the first step to getting your recipients to click your emails and visit your website is to get them to open the email in the first place. Do this by targeting relevant information to the appropriate people. Create segmented lists for separate audiences and tailor your content to those specific groups of people.
For example, “5 Things Every First-Time Homebuyer MUST Know” would be better suited to your 25-35 year-old subscribers than to your 55+ audience looking to buy investment or vacation homes. Get to know your subscribers and their interests and you will be able to send better information that will more likely urge them to click.
Optimize Your Subject Line
On average, only 8 out of 10 people read an article’s headline, with only 2 out of 10 to go on to actually read the rest of the article itself. The same goes for the subject line of an email, as well, as it acts as your message’s headline.
Recipients make a split-second decision whether to open your email or not based on your headline, so keep their attention and urge them to read by coming up with an intriguing subject line. Without a compelling subject line that turns a recipient into a reader, your email will get sent to the trash folder immediately. Use one of these types of headlines to write a good subject for your real estate company’s emails:
- The “How to” (Increase shares in social media with unique and helpful information)
“How to Choose a Neighborhood that is Right for You”
- “Best and worst” headline (Go positive or negative, but negative often works best)
“10 Things You Shouldn’t Ask your Realtor”
- The “List” (The bigger the better)
“101 Ways to Get Your Home Ready to Sell”
- Facts and Figures (Get your readers to come back to your article for relevant information they will use and share)
“25 Awesome Facts You Didn’t Know About Closing on a Home”
Create a Clear Call to Action
Once you have delivered the right email to the right person and included a killer subject line to entice them to open, the next step is to get them to click on your call to action to deliver them to a desired place on your website or to have them download a desired piece of content. Whatever your desired goal is, make sure that your CTA clearly explains what is required of the recipient, where the CTA will take him and why he should want to click. Answer these questions in as few words as possible and use an attention-catching, easy-to-understand graphic, to entice more of your email readers to click through.
Be Mobile Friendly
According to Hubspot, 80.8% of users report reading email on mobile devices. Optimize your email campaign to be mobile friendly or risk losing potential customers who become immediately frustrated with the difficulty of scrolling across a page that isn’t meant for mobile devices. If you want to increase your click rate for your emails, keep your users happy by ensuring that things flow smoothly to encourage them to engage further.
High email click-through-rates for your real estate company will represent a successful overall email strategy. Use these tips in conjunction with one another to attract the right audience, entice them to take action, convert them from recipients into readers, and delight them with an easy-to use format. For more marketing tips for your real estate company, visit Paveya’s Real Estate Marketing blog!