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There’s no question email is one, if not THE, most preferred methods of communication.  It’s easy for marketing and sales professionals to get a message out quickly and professionally to interested home buyers; plus it’s usually the preferred method of communication by the prospect.

But are you really maximizing the effectiveness? Here are some email stats you should know.

 

  • Marketing emails using a house list are seeing an average open rate of nearly 20%, a click-through rate of 6.64% Direct Marketing Association (2010)
    This is an average open rate.  If you aren’t seeing open rates close to these numbers, you may want to consider the following: the quality of your lists, the message, how your send the email, the “from name” of the emails and the subject line.
  • Only 33% of those surveyed have images in their email provider turned on by default. This is a vast difference from 2006, when the figure was a still concerning 55%.-MarketingSherpa, (2010)
    What this means is that the majority of email recipients have images blocked when they receive your email.  Ensure the message can be understood regardless of whether images are on or off.
  • 16% of users' permission-based email is viewed on mobile devices – five points higher than last year. – Merkle Interactive Services (2009)
    This number is on the rise!  Test your email on mobile devices.  How does it look?  Are you including a web version of your email for better viewing?
  • 50% of B2B and B2C said that determining the best time to send emails is an email tactic that works particularly well. -Silverpop “Exploring the Differences and Similarities of B2C and B2B Marketing Tactics” (2010)
    It’s worth testing to determine what day of the week is better than others.  Most people check their personal email throughout their business day.  And nowadays, mobile devices are being used to view email at anytime.
  • 20% of email in the United States and Canada is still not making it to the inbox while 3% of email goes to the “junk” or “bulk” folder and another 16% goes missing. –Return Path (2010)
    Follow best practices for email sending.  Sending to anyone and everyone is not acceptable and will only cause problems for you down the road.  Using permission-based marketing practices will alleviate some of these issues
  • Only 28% of those between ages 18 and 24 say the email they currently get from companies is relevant to them. – PMN and Pace University's Lubin School of Business'(IDM) Lab (2009).
    When new home buyer prospects sign up to receive more information, they have usually given you permission to send email to them; however, that’s only half the battle. The email needs to be relevant to the prospect and you need to keep them engaged until they are ready to buy.

Email marketing is a key part of the sales strategy to ultimately sell more homes.  It’s easy to blast to your database, but going the permission-based route with some careful thought and consideration will improve your effectiveness and your reputation.  I encourage you to examine your email stats to look for ways that you can improve your campaigns.  Consider an email “audit” and review the relevance of your message, the frequency that you send, the design of your emails and, of course, your list quality.

Lasso provides online courses in real estate email marketing.  Topics include campaign creation, list management, design and creation of email templates, along with helpful tips and resources to maximize the impact of your email marketing.  For more information, contact our Client Support Center at support@mylasso.com.

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