Using Email Newsletters As Part of Your CRE Marketing Strategy
Email marketing is currently one of the most popular forms of marketing, and it could make a big difference in your commercial real estate business. Email newsletters are the perfect way for you to keep in touch with current and prospective clients and are a great way to build trust and keep your company at the top of the readers mind. Our commercial real estate software integrates seamlessly with MailChimp, so your email marketing is quick, easy, and effective. Check out these top tips to make your email newsletters stand out:
Know Your Audience
One of the best ways to ensure you get a response from your email marketing efforts is to make sure that you are sending the right content to the right people. Take the time to create separate email lists that contain specific groups (for example: landlords, tenants, industrial users, retail users, etc). It won’t do you any good to send an email advertising an industrial space for lease to a contact who is a retail investor. Know your audience and separate them into the appropriate groups, and only send them emails that contain the content that interests them.
Use High Quality Visuals
Email newsletters are a visual form of marketing. It’s best to create a standard email template that you use consistently and change out the content each time. A standard template will be recognizable to your readers and will save you a ton of time each time you prepare a newsletter. MailChimp’s drag and drop email builder makes it easy to create a professional layout without any design experience. Here are a few more tips to create a professional layout:
- Photos: When it comes to the overall design and layout of your email newsletter, use high quality photos when applicable. Visuals that “pop” will grab the viewers attention and make them more interested in reading the text. You can also use high-quality charts and graphs when appropriate.
- Headlines: The main headlines of your content are just as important as great photos. Write catchy headlines that will grab the readers attention when they’re scrolling through your email.
- Readable Copy: One of the best practices in email marketing is to use a journalistic format that includes a bold headline, an optional sub-headline, and easy to read content text. Most people will just scroll through your email, so make sure the most important information stands out as they skim through it.
- Prioritize The Content: Include your most important and engaging content at the top of your email. Some people will see a “preview” of your email before they even open it, so you want that small preview to be enough to peak their interest.
Content Is King
Don’t just send an email out for the sake of sending one. Make sure you have good content to share with your readers so they don’t unsubscribe from your list. You can include links to your available listings, links to your blog posts, recent client testimonials, information about your services, and any other content that is relevant to the reader. Share your knowledge and expertise and show that you’re an expert in the industry. Make sure to include your contact information within the email so people can easily get in touch with you.
Have A Plan
Is your goal to drive the readers to your website or blog? If so, include a short tease within your email content that links to the full story on your website or blog. You can also use your email newsletter as a way to direct people to your social media pages. The possibilities are endless, but it’s best to have a plan so you can execute it correctly.
When it comes to email marketing, be consistent. Pick an email schedule that you can commit to such as once a week, every two weeks, or once per month. You want to provide value to your readers without overwhelming their inbox.
Lastly, review the analytical reports to see your open rate, click rate, if anyone unsubscribed, etc. This is valuable information that can help you determine what’s working well and what isn’t. Sometimes a simple change, such as the day of the week that you’re sending your newsletter, will have a dramatic effect on the open rate.
If you haven’t started using our MailChimp integration, now is the perfect time. Email newsletters have the power to build trust with your readers, drive traffic to your website and social media pages, and most importantly boost your business as you connect with more clients.
ClientLook is the only all-in-one CRM built specifically for the commercial real estate industry. See how our software can help you stick to your marketing plan and win more business by requesting a complimentary demo or signing up for our free 21-day trial to see it in action.