15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know

15 Email Marketing and
Copywriting Tips Every
REALTOR® Needs to Know
www.ixactcontact.com

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The Case for Email Marketing
 "Email has nearly three times as many
user accounts as Facebook and Twitter
combined” (source: KissMetrics).
 Email reaches 2.9 billion people!
 PLUS.. Inexpensive, easy to track,
fast.

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The Case for Email Marketing
 63% of people use email to share
content.
 Email is the number one way people
share content versus Facebook, the
phone, Twitter, blogging…
 77% of people want to receive email from
companies they’re interested in.
 91% of people check email every day.
Exact Target Channel Preference Survey:

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With this in mind,
let’s get started!

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1. Send the right message to the right people at the right time
 Not every email is going to be relevant to everyone in your database.
Be sure you have properly segmented your database.
 Experiment with sending email on different days and times and then
see which ones work best for you.
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2. Know your goals
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 Understand the goal(s) of your email
or campaign and make certain it's
specific and measurable.
 Whichever goal you decide on, your
call-to-action should be in alignment
with it (more about this later).

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3. Make sure your email provides information of value
 Answer the "What's in it for me?" (WIIFM) question.
"What do my contacts have to gain by receiving
this email?"
 You need to ensure your email is positioned to help
you achieve your goal and that the content is of
value to your recipients. The WIIFM should be loud
and clear.

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4. Include a call-to-action (CTA)
 Verify that your email has a clear
and persuasive CTA. Make it easy
for people to take the action you'd
like them to take, such as to sign up
for a free trial, fill out a form to get a
complementary guide or call a
specific number.

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5. Have a compelling subject line
 Many people will decide whether to
open an email simply by looking at the
subject line.
 Make your subject line compelling and
keep it short and sweet (under 50
characters).
 Offer something of value to your
recipients and invoke a sense of
curiosity, urgency or excitement.

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6. Avoid spam-trigger words
 Avoid words that will likely cause
your email to be picked up by
spam filters (next slide).
 Don’t use exclamation marks and
all CAPS in the email subject line,
as these have a good chance of
getting flagged.
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6. Avoid spam-trigger words

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7. Include social media share buttons
 Not giving your contacts the ability to share your
email on their social media sites? You're missing
out on valuable opportunities for potential new
business.
 Social share buttons give your email the
potential to be seen by thousands of “new”
people.
 A good CRM lets you easily add these buttons
into your email templates.

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8. Make sure your email is eye-catching
 It's crucial that your email is nicely formatted and eye-catching.
 Use bullet points where necessary, incorporate images (but sparingly) and
break text into short lines or paragraphs.
 If the email looks boring, your contacts will likely gloss over it and quickly hit
the delete button.

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9. Make sure the email is mobile-friendly
 Be aware of how your email is displayed
on smartphones and tablets and make
certain it's optimized for these devices.
 Use a single column template, have one
call-to-action, use larger text and be as
succinct as possible, both in the body of
the email and in the subject line.

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10. Track and analyze your results
 Pay attention to metrics like open rate and click-through rate.
 Use the data to identify those particularly interested in your message -
potentially hot leads you'll want to further engage with.
 Consider using Google URL builder to insert trackable links within your
email so you can view clicks and conversions with Google Analytics

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11. Optimize your campaigns with A/B split testing
 With A/B split tests, you send a variation of an email to half of your
distribution list and another variation of the email to the other half.
 Split test ideas: subject line, the day or time of the week email is sent out,
headline
 A great way to improve the performance and success of your campaigns
moving forward.

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12. Use Y words
 One of the hallmarks of poorly written
marketing copy is the excessive use of “We”
and “I.”
 Don’t just talk about yourself. Talk about
what you can do for the lead. To accomplish
that, you’ll need to use plenty of Y words
like “You” and “Your.”

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13. Be unique
 Emphasize one thing about your service that distinguishes
you. How do you stand out in a crowd of look-alikes?

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14. Be specific and provide proof
 Be specific: A general statement like “I offer outstanding
service” won’t have a lot of impact. But a more specific
statement like, “32 satisfied clients this year… and still
counting,” will.
 Provide proof: People are naturally skeptical of marketing
messages. back up your claims with supporting evidence,
such as your years in business, track record, statistics,
etc.
 Exaggerated claims will blow your credibility. Avoid the
hype.
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15. Use testimonials
 Client testimonials help build trust in your business and brand. People
automatically respond better to a service that is well-liked and widespread as
opposed to one with no customer reviews.
 They can be sprinkled throughout the email, or neatly placed at the bottom.
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15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know

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15 Email Marketing and Copywriting Tips Every REALTOR® Needs to Know