All too often we see content that is not relevant to us. What happens when this occurs? Quite frankly, we tune it out because we don’t care. This is the nightmare scenario when it comes to email marketing, you put so much effort into a great looking email but only a few of your contacts care. Why? It’s a great email but it’s not relevant to them.
The traditional approach to email marketing is to simply send out non-personalized emails to your entire contact base. Often times this looks like a generic email that is one-size-fits-all meaning it doesn’t address the wants of any one particular contact. Instead it is vague in an attempt to elicit ANY response from anyone. These emails can often look like this:
Just wanted to check in. I have lots of properties listed all over this city. I would love to find one for you that works best.
When would you like to talk?
Super Duper Real Estate
As you can see from the above example, this doesn’t create any sort of personal connection with the reader. What’s worse is that if people don’t like receiving these sorts of emails they can register spam complaints or opt-out of your emails altogether.
To make emails more consumer centric, there are a few pathways you can take. Firstly, adding the person’s first name in the salutation of the email as well as the subject line. This can look something like this: “John, I think I found your dream home”. Another area for personalization is to segment your send lists. Only you will know what the right segmentation strategy is for your leads. A good place to start is to identify what kind of properties people are interested in (e.g. luxury, single-family, etc.), and then go from there. Lastly, you’ll want to send the segmented contacts messages based on their online behaviors like property views, price ranges, area preferences, and so on.
Although this process seems daunting, it is worth the time investment. Higher open rates and more email responses means that you are engaging your contacts in a meaningful way. To find out how this can be done automatically, set aside time for a brief chat with a Zurple team member today.