Email Marketing: Quality VS Quantity
7 April 2021
Written by Acme Mag
Quality over quantity in regard to email is true for both the delivery and the list of receivers. While vetting leads and cleaning databases may be clear to many in the real estate industry, the focus on quality emails over mass EDM drops is not.
Although sending a basic email to your entire database saves time, it’s not the best course of action for nurturing relationships. According to a Microsoft study, we have an average 8-second attention span. This means the clock is ticking as soon as a lead sees your email to pique interest within that 8-second window and if your email content is bland, low quality, slow to load or doesn’t speak to their needs then they are already moving onto the next email in the inbox.
Focusing on quality email marketing that works to nurture relationships takes into account three core concepts: premium quality content, content that meets audience needs, and delivery frequency.
Premium quality content relates to the visual nature of the email, such as image quality as well as the quality of the information inside. Your email marketing is competing with emails from the likes of big brands so make it look appealing and make the content interesting.
Content that meets audience needs refers to whether email content not only piques the interest of the reader, but whether it solves a particular need or pain point. For example, sending an updated list of homes that suit someone’s search requirement makes sense, but sending all the homes you have on the market to your entire database (including those who have recently bought a home) is downright annoying. The key here is to understand who your audience consists of and have something for each of them within an email such as an engaging blog for those early in their property journey and links to the most enticing homes for those actively searching. Better yet, segment your database by needs and send emails to them accordingly.
Lastly, delivery frequency is all about delivering frequently but not too frequently. Ensure that when you’re sending emails it’s not a repeat of content that has been recently delivered. If you’re wanting to reach more of your audience, we suggest resending the email to those who haven’t had a chance to open the initial email.
In summary, ensure that your content is visually appealing, the content inside piques the interest of the intended audience and that you’re not bombarding them with the same emails over and over.
