Want to know how to gauge the success of your email marketing strategy for your home building company? The answer is not just how many of your recipients are opening your emails, but also how many of them are taking the bait and actually clicking a link within. This click rate is your indication of whether your message was effective enough to encourage recipients to take action and want to learn more about your home building company or the information you are providing. A high click rate means more people are viewing your website, which could potentially lead to more business for you!
Now that you know how to determine your email campaign’s success, here are a few ways to improve it by increasing your email click rate!
Understand Your Audience
First things first, you need to understand who your recipients are and what their needs and pain points are. For example:
- Are you trying to reach young newlyweds buying their first home for a new development project you are working on?
- Are you looking to target a wealthier crowd for luxury homes?
Knowing who you need to reach and then understanding their needs and buying habits will help you to get a better idea of what types of content you need to create. When the right people are receiving the right content, that is when you will see your click rate start to increase.
Offer Quality Content
Once you have determined who your recipients will be, finding or creating good quality content to send to them is the next step. Targeted content can come in the form of lists, videos, and blog posts from your home building company’s website, for example. The following list of blog post examples correspond to the audiences above:
- “15 Things Every First-Time Homebuyer Needs to Know Before Buying”
- “Life of Luxury: See what’s Trending in America’s New Luxury Homes”
When content is interesting, helpful, intriguing, and relevant, that is when people are going to start clicking through on your emails. Remember, content is king! Optimize yours to raise your email’s click rate!
Sending the right content to the right people can be done through segmentation, the #1 tactic for increasing the relevancy of your email. If you are targeting multiple types of people, create segmented lists and send different emails to each of them, targeting their specific wants and needs.
Monitor Your Results
Finally, make sure you are monitoring your email click rates to see how well you are doing. Adjust your segmentation if needed to include different times of day and days of the week to send certain emails to certain groups of people. Consider your recipients’ schedules and when they will most likely have time to read through their emails. Also, test the use of different keywords in the subject line of your email or in the copy within. Listen to what your recipients are telling you through their interaction or lack thereof and adjust your campaign accordingly to increase your email click rates for your home building company and in turn, potentially generate leads and turn those leads into home buyers.
For more information on ways to improve your home building company’s internet marketing strategy, check out Paveya’s Builders & New Home Marketing blog!