Email marketing is a powerful tool for commercial real estate professionals looking to generate leads, nurture relationships, and close more deals. To ensure your campaigns are effective, follow these best practices:
1. Build a High-Quality Email List
- Focus on growing an engaged list with verified, opt-in subscribers.
- Segment contacts by criteria such as property type, location, and investment interest.
- Regularly clean your list by removing unresponsive or outdated contacts to reduce bounce rates.
2. Craft Compelling Subject Lines
- Keep them concise (50 characters or less) and attention-grabbing.
- Personalize when possible
- Use action-oriented language to entice readers to open the email.
- Avoid spam trigger words:
Financial Terms: “Free,” “Guaranteed,” “Make Money,” “Earn Cash,” “Investment Opportunity”
Urgency and Pressure: “Act Now,” “Limited Time,” “Don’t Miss Out,” “Urgent,” “Exclusive Deal”
Sensationalism: “You Won’t Believe This,” “Once-in-a-Lifetime,” “Amazing Offer”
Suspicious Words: “Risk-Free,” “No Credit Check,” “Congratulations,”
Salesy Phrases: “Buy Now,” “Lowest Price,” “Special Promotion,”
All Caps & Excessive Punctuation: “FREE!!!,” “WIN BIG $$$,” “100% GUARANTEED!!!”
3. Provide Valuable and Relevant Content
- Highlight new listings, market insights, and industry trends.
- Include case studies, testimonials, and success stories to build credibility.
- Offer exclusive reports, whitepapers, or invitations to events and webinars.
4. Design for Readability and Mobile Optimization
- Use a clean, visually appealing layout with easy-to-read fonts.
- Balance text and images, and include clear calls-to-action (CTAs).
- Send a test email to yourself and check it on your phone before sending it to your audience.
5. Personalize and Automate
- Schedule a series of emails to automatically go out in the future (e.g. Monthly Newsletter)
- Send targeted messages based on recipient behavior and preferences.
- Use dynamic content to tailor emails for different audience segments.
6. Optimize Call-to-Actions (CTAs)
- Place CTAs prominently and make them action-driven (e.g., “Schedule a Tour” or “Download Market Report”).
- Use contrasting colors to make CTAs stand out.
- Test different CTA placements and wording for effectiveness.
7. Track and Analyze Performance
- Monitor key metrics like open rates, click-through rates, and conversions.
- A/B test subject lines, email content, and CTA placements.
- Adjust strategies based on data insights to improve future campaigns.
8. Stay Compliant with Email Regulations
- Follow GDPR, CAN-SPAM, and other relevant email marketing laws.
- Provide a clear and easy way for recipients to unsubscribe.
- Include your business’s contact details and privacy policy in every email.
Conclusion
By implementing these best practices, you can maximize the impact of their email marketing campaigns, drive engagement, and ultimately close more deals. Stay consistent, track your results, and continuously refine your approach to achieve long-term success.
For more tips and strategies, explore our knowledge base or contact your Customer Success Manager for more information.