How to create engaging newsletters for prospects — RISMedia
Email marketing is one of the most effective ways to stay in touch with your prospects and past customers. Some studies have shown that email marketing provides an ROI of up to $36 for every dollar spent. When it comes to real estate email marketing tools, newsletters are among the best ways to nurture relationships by providing contacts with information they will find valuable.
Whether you already have an email newsletter or are looking to start one, here are some tips to keep in mind and some common mistakes to avoid.
Tips for creating engaging newsletters
In a recent State of mind podcast episode, Keys to building a referral-driven business, award-winning real estate professional Alexander Brandau IV offers some strategies for creating engaging newsletters. The key, he explains, is to keep content genuinely relevant and useful to your audience.
When brainstorming content ideas for your email newsletter, ask yourself if this is something you would do interest in reading. Otherwise, it will probably have no value for your readers. The more useful and engaging your newsletter content is to your audience, the more you will stand out and the more you will build your reputation as a trusted authority on the luxury real estate market.
You can successfully find ways to turn local or national events into unique newsletter content. For example, for its monthly newsletter, Nashville Ratings, the Alex Brandau IV marketing team featured a story about the 2022 Oscar nominees and the homes they recently bought or owned. Their responses and open rates skyrocketed because the topic was hot and exciting.
Common Newsletter Mistakes to Avoid
Most newsletters fail to gain traction because they are too long or boring. How many times have you flipped through a newsletter on your phone and never thought about it again? Probably too many times. Here are some common real estate email marketing mistakes to avoid.
Mistake #1: Not using an email service provider (ESP)
If you use a personal email address (such as your Gmail address) to send your newsletters and other email marketing correspondence, you are missing out on valuable data and results from your email campaigns, not to mention that most mail servers will report as spam. Investing in an email service provider (ESP) will increase your deliverability rates and allow you to track the results of your campaigns. This will help you get a better idea of how your newsletters (and other emails) are performing. Meanwhile, your emails will look authentic and professional, which is key when marketing to affluent audiences.
Mistake #2: Poor email design and content
Most people read emails on their phones, and according to the latest eye-tracking study from the Nielsen Norman Group, around 74% of readers skim through the email newsletters they receive. That means you only have about a minute to grab your audience’s attention and keep them reading. Don’t overlook the importance of text placement, graphic design, and skim copy for your newsletters. Break up your text with subheadings and bulleted lists for quick takeaways.
Mistake #3: Bad timing and frequency
Timing is crucial for getting your newsletters opened and read – morning hours between 7am and 9am seem to have a noticeable advantage. From a frequency point of view, sending newsletters too often can be annoying for your recipients and increase unsubscribe rates (especially if the content is missing). Alex Brandau IV reported success with a twice-monthly e-newsletter.
Meanwhile, the day of the week you send your newsletter can have a huge impact on open rates and conversion rates. Determining the best day of the week to send your newsletter differs from industry to industry. While there is no conclusive universal “best day” to send emails, performing A/B testing through an ESP will pay off, as you can track these metrics until you find the ” sweet spot” for sending newsletters. to your audience.
Optimize your email newsletter today!
When you focus on quality content that your audience will find truly useful, your real estate newsletter will be more likely to take off. Meanwhile, avoiding common mistakes like sending newsletters from a personal email address and neglecting the importance of design will increase your chances of success.
Over time, creating a strong newsletter will build your reputation as a trusted real estate authority while raising awareness of your business. Who knows? You might even get a few real estate referrals from a carefully curated newsletter.
For more tips on how to stand out in the competitive field of luxury real estate, keep an eye on our Blog. Also, be sure to reach to start you on the path to earning your Certified Luxury Home Marketing Specialist (CLHMS™) designation.
Diane Hartley is the president of the Institute for Luxury Home Marketing, a leading independent education and designation authority for real estate agents working in the upper-tier residential market. Hartley brings her passion for luxury marketing and more than 20 years of experience growing and leading businesses to her role as President of the Institute.